New that blackberry has finally gone with android; loyalists will get everything they wanted: security, a physical keypad and the advantage of the largest app ecosystem
The Smartphone industry is one tough customer. Fortunes can change in a few months. Companies that had global hits are now nowhere to be seen. One blockbuster from a struggling company can completely turn the table. Some sell hardware at cost (or at a loss), hoping to make it up in the long run. And newer players often come in with big cash investments and with all guns blazing.
It is in this king of scenario that stalwarts like blackberry live. Once the go-to device for professionals everywhere, blackberry OS is now down to 0.9% according to the latest reports from com Score. Note that this is based on market share of the operating system – but this new device is a complete first- their first Android phone. Short for privilege and privacy. The Privet marks an important new direction.
To start, the privet is an Android device with a physical keyboard- this is unique (but not the flirt). The screen slider up to reveal the 4-row keyboard which, incidentally, also doubles up as a track pad (similar to the Black Berry passport).the screen is a 2k resolution amole unit with gorgeous colors and deep blocks. It slides out with a satisfying (and sometimes addictive) spring-loaded action. It also curves slightly on both sides and this allow for some ‘edge’ functionality like a single line battery indicator and slide out actions. Under the keypad, you’ll see the speaker grill. On top, there is a slot each for a nanoSIM and micro SD. The micro USE port and 3.5 mm audio out are on the bottom edge. Power button is on the left while the volume rocker is on the right. Around the back is familiar glass weave design it looks like carbon fiber but is soft it the touch, resists finger prints and is very durable.
The interface is instantly recognizable as Android and that’s because BlackBerry has done very linty by way of customization. There is direct access to Google’s Play Store, all Google apps are preloaded, there multiple home screens, an app drawer, a very nice notification tray and three on screen Android buttons. There is also the BlackBerry Hub: the interface that collates all of your communication and presents it in one scrollable screen. Like on other BB10 phones, you can access the Hub by swiping up and right. Except that this time, the Hub is actually an app running on Android. This also means that the built in Gmail app will duplicate all your email notifications until you figure out how to do them off.
What BlackBerry has chosen to do is layer on some security in a three-pronged approach. First is though encryption (even the SD card is encrypted). Second is by way of regular bug fixes and updated (which will come in soon after Google releases fixes for Android- estimated to be every couple of months). Third is a built in appalled DTEK that continually and provides fixes. Although we were told that third-partylaunvhers and app installs from unknown sources would not be allowed—this is not the case. We successfully installed Nova Launcher and set it as default. DTEK had no issues with this. We could but also install apps from third party sources but obviously, this will compromise the security of the device and you are warned.
So what happens to BB10 the company’s own operating system that powers devices like the Passport and Classic? The company assures us that the platform is not dead or abandoned- both will continue to coexist and we will also see several pates.
Coming back to privet, there are several things we liked and several we didn’t. We liked the amazing screen and the fantastic, optically stabilized camera (lines by Schneider- Krreuznach). The interface has widgets that pop- up rather than a=stay on the home screen the whole time. Apps that support that this have three little dots under their icon. You can still have regular widgets but this is much neater. The on-screen keyboard is great. The design is amazing, super- slim and attention grabbing, it’s really well balanced and using it seems natural (with screen closed or extended). Battery life is great too, with the device extending over a day of use with multiple email and social accounts.
Here’s what we didn’t like: the specifications don’t suit the price. In fact, you can get the same hardware at one- third the price. If you’re a power user, you will run into some slowdowns and stutters. Many will probably find the hardware keyboard too small. And finally, we think it’s unwise to launch a device at a price that is higher than what the industry leaders will price their next flagships at especially if the business is troubled. You can currently buy a Samsung Galax Note 5 for just under 45k. The privet is great but most people—even those who love BlackBerry and physical keyboards- will be swayed by those cheaper price.
The new privet is, in many ways, what the company should have shown us two years ago. It was clear then that Android’s lead could not be challenged. It was clear then that the app ecosystem built by Android could not be overtaken. Blackberry knew this, which is why BB10 devices got compatibility with, Android apps, support for ‘side loading’ apps and even the Amazon app store. We like the Privet- we just wish it was priced.
