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Friday, July 20, 2018, 21:29
BlackBerry notes uniformity of smartphone market
By Sun Feier
Friday, July 20, 2018, 21:29 By Sun Feier

People use their smartphones to play an online game in Hong Kong on Aug 6, 2016. (ISAAC LAWRENCE / AFP)

As smartphone innovation has slowed all the industry participants have tended to move in the same direction, leading to little difference between brands, Alain Lejeune, president of BlackBerry Mobile said.

“It’s getting more and more challenging because the technology is mature, the investment behind the technology is still quite big, while the perceived innovation for consumers is smaller and smaller,” Lejeune said after a new-product release meeting on Friday. “And it’s more and more difficult for smartphone makers to stand out.”

To stand out from competitors, BlackBerry will invest more in the fast growing field of security-privacy as market demand is huge

To stand out from competitors, BlackBerry will invest more in the fast growing field of security-privacy as market demand is huge. “Nowadays, consumers become more and more sensitive to security and privacy problems especially in Europe and North America,” he said. “Protecting end-users’ privacy is one of the key features we highlighted.”

TCL Communication in partnership with BlackBerry launched its newest product KEY2 in Hong Kong, emphasizing productivity, reliability, security and design. The fresh gadget has already been launched in North America, the Chinese mainland and Malaysia.

The phone provides an “at a glance” security meter showing the overall security rating of mobile devices, which lets customers easily see and manage how downloaded applications access users’ personal mobile data such as location.

ALSO READ: Chinese brands winning war of the mobile phones

Known for targeting enterprise customers, such as bankers, the mobile phone maker also plans to extend its target market to non-typical customers such as young entrepreneurs, Lejeune said.

The KEY2 will be available in major telecommunication services stores including 1010 csl, China Mobile Hong Kong, SmarTone and 3 HK as well as major chain stores at the end of this month. In the mainland, the company partnered with JD.com, conducting distribution. BlackBerry also launched five offline stores – in Beijing, Shanghai, Tianjin and Nanjing – to meet customer demand.

joycesun@chinadailyhk.com

 


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