The 2017 International Consumer Electronics Show (CES) officially opened today, and TCL Communications showcased the latest BlackBerry high-end keyboard smartphones.
Previously, BlackBerry announced a long-term licensing agreement with TCL Communications. Under the terms of the agreement, BlackBerry will authorize TCL Communications to use its security software, service suite and related brand assets. TCL Communications will be responsible for the design, manufacture and sale of BlackBerry branded mobile devices and customer support. The BlackBerry smartphone is the first product launched after the agreement was signed.
TCL Communications CEO Nicolas ZIBELL
In an exclusive interview with Tencent Technology, TCL Communications CEO Nicolas ZIBELL said, "We have worked with BlackBerry for two products, one product is DTEK50 and the second product is DTEK60. This product is before we start licensing with BlackBerry. Developed together, this product development time is about 9 months."
It is understood that the new BlackBerry smartphone is equipped with three core features: safe, efficient and reliable. It includes BlackBerry mobile security and software expertise, a BlackBerry keyboard and Hub+ applications to ensure that enterprise and professional users can move efficiently.
It is reported that this product will be officially released at the 2017 World Mobile Communications Conference (MWC 2017) in Barcelona next month and will be launched in early 2017.
The development of the BlackBerry can be described as "not in the same breath." Losing the advantage of full keyboard business, the BlackBerry that can't find its own characteristics in the era of touch screen intelligence gradually faded out of the Chinese people's vision. After the authorization of TCL communication, the industry is very concerned about its future development strategy.
In this regard, Nicolas ZIBELL said that the future BlackBerry mobile phone design will follow BlackBerry's own DNA and brand positioning, as well as the brand's attributes. This shows that BlackBerry as a company will still exist independently. He is different from Lenovo's acquisition of MOTO, and TCL Communication is authorized to obtain BlackBerry software and brands.
For TCL Communications, it is provided that the BlackBerry handset supports this platform in manufacturing, R&D, supply chain and sales. "So we will not add TCL's design language to BlackBerry's mobile phone, and BlackBerry will continue its own brand attributes," he said.
Overseas, TCL Communication has been promoting the Alcatel brand. After joining the BlackBerry, according to the TCL communication plan, the Alcatel brand will focus on the young people group, which is the positioning of a mass consumer brand. The aim is to spread the latest technology to more users. The BlackBerry brand will target slightly more mature users, focusing on corporate users and professional users, as well as some successful professionals.
For the deteriorating Chinese market, Nicolas ZIBELL did not disclose specific strategies, only that the latest BlackBerry high-end keyboard smartphone will not be launched in China, the second phase of the plan.
IDC's third-quarter data shows that TCL Communications' mobile phone shipments rank seventh in the world and has become the fourth largest mobile terminal manufacturer in North America. Another data shows that it ranks tenth in the Chinese market.
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