The KEYone combines a touch display with a physical keyboard to give users more useable space for typing than a typical 5.5-inch all-touch smartphone, along with BlackBerry Ltd’s security and software, TCL said.
TCL cut the new brand-licensing deal in December with BlackBerry Ltd., which now focuses on making the security software that was another key factor underpinning the Canadian company’s phenomenal success in the pre-smartphone era and sustained it with corporate users as the world moved on to smartphones with other features.
The partnership helps address weaknesses for both companies: TCL gives BlackBerry a manufacturer that can still compete at global scale following a decade-long slide in BlackBerry sales, while TCL gains a new brand to shore up its own flagging growth in smartphones.
“We have worked closely with TCL to build security and the BlackBerry experience into every layer of KEYone, so the BlackBerry DNA remains very much in place,” said Alex Thurber, general manager of BlackBerry Ltd’s Mobility Solutions unit. The new BlackBerry KEYone smartphone was unveiled here ahead of the Mobile World Congress, Europe’s largest annual trade fair, on Saturday.
The first fruits of TCL’s new product line carries a hefty price tag, which could limit its appeal to diehard fans of the device once known as the Crackberry.