BlackBerry Priv failing to gain ground – reports - Mobile World Live

BlackBerry Priv failing to gain ground – reports

08 JUN 2016

BlackBerry’s Android-powered Priv smartphone is not finding favour with US smartphone buyers, indicating trouble for the company in one of its most important markets.

According to CNET, an unnamed executive at AT&T said the device is “really struggling”, and the  operator has seen “more returns than we would like”. Rather than bringing new customers to the fold, buyers were already BlackBerry users, who then struggled with the shift to an Android-based platform.

In addition, the device was priced at a premium, at a time when premium smartphones have effectively become a two-horse race between Apple and Samsung. A number of other vendors including HTC and Sony have struggled in the high-end Android space.

Website TmoNews said that T-Mobile US has removed Priv from its online store. While it has not given a reason, it is unlikely to be an indicator of success.

Priv is an important device for BlackBerry, as it looks to return its devices business to the black – John Chen, CEO, has indicated that while a return to viability for the unit is his preference, an exit of the handset market is a possibility if it cannot be achieved.

BlackBerry has seen some progress in its efforts to boost its position as an enterprise mobility software specialist.


Steve Costello

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