DTEK50 is the newest phone from BlackBerry Ltd (NASDAQ:BBRY). The new device was unveiled as a second Android-powered phone as the company fights back at revitalizing its handset business that has been on the verge of losing its market share. The handset business was at a loss of $21 million in the quarter that ended May 31, but the once-dominant Smartphone maker is optimistic about making a turnaround amid competition from its rivals.
Apparently, some analysts are of the opinion that BlackBerry may not keep up with the stiff competition given that its handsets account for less than 1% of global Smartphone market. The analysts feel that focusing on higher-margin mobile-security software would give the company better profitability. Nevertheless, the company is not letting. It will take up the competition with the likes of Apple Inc (NASDAQ:AAPL) and Samsung Electronics Co Ltd (KRX:005930).
What should the consumers of DTEK50 expect?
Security is of the essence according to BlackBerry’s chief security officer David Kleidermacher, and something must be done to curb the increasing number of cybercrime on smartphones. The Android-powered device comes in handy in that its design is that of fending off cyber attacks. Its malware protection and encryption features will not be a disappointment.
Other notable features include a 5.2-inch screen, an all-touch keyboard, an alert system whose role is to tell users when social-media applications are keeping track of their locations and other productivity tools all which will benefit the user. Alex Thurber, BlackBerry’s senior vice president of global device sales, is of the feeling that the phone which is retailing for $299 will be of great interest to consumers.
Will Blackberry survive the competitive market?
Blackberry has on several occasioned being persuaded to halt the Smartphone’s given its continued downward trend in sales. Its revenue on phones has gone down drastically to nearly 17%. The $699 price tag on Priv may have played a role in the declined sales plus the contract talks with U.S. carrier Verizon Wireless, which have taken longer than expected.
However, despite all these mishaps, CEO John Chen has no indication of flagging off the hardware business.