BlackBerry at GITEX: Why users still prefer the brand

October 21, 2018

It’s all about security.

BlackBerry will always be known for its smartphones that came with a physical keyboard. It may not be as popular now as it was before, but there are still some that prefer typing on real keys rather than a touchscreen. Even with the popularity of devices from Apple and Samsung, BlackBerry has proven that it still has what it takes to make a great smartphone.

Fresh from the release of the BlackBerry KEY2 a couple of months ago, the company saw fit to use GITEX 2018 as a way to officially introduce the BlackBerry KEY2 LE in the region. Introduced during IFA 2018 in Berlin, the BlackBerry KEY2 LE features subtle differences from the original KEY2. It retains the 4.5-inch screen while it uses a less powerful (but still very capable) Snapdragon 636 CPU with 4 GB of RAM and 32 GB of storage.

It’s also a dual-SIM device, something that was pointed out by Francois Mahieu, Global GM and Chief Commercial Officer, BlackBerry Mobile when T3 Middle East met him last week during GITEX 2018. “We’ve been in this region for a number of years now, and by now we try to listen to what our users really want and that is dual SIM capability,” said Mahieu, and this is the reason why the entire KEY2 LE line that will be sold in the region will be dual SIM. Dual apps is something that will also be implemented natively on the KEY2 LE which would allow users to use multiple instances of one app like WhatsApp and Instagram.

The 1,799 AED price of the KEY2 LE also makes it a key selling point for the device – especially in a market where high-end devices can now reach as much as 6,000 AED. Sure, you can always opt for an entry-level device, but it won’t be as powerful. The BlackBerry KEY2 LE hits the right balance between performance and value, which is why the company is confident that it will have a big market here.

BlackBerry has also highlighted its expansion plans across the entire Middle East. “We have been quite successful in selling our devices here in the UAE, and earlier this year we have started selling in countries like Egypt, Bahrain, Kuwait, Saudi Arabia, and Lebanon,” said Mahieu.

But Mahieu did say that BlackBerry is not a service company. “BlackBerry obviously has brought secure communication services like BES, BIS and of course BBM that came with a whole new infrastructure behind it. Today times are different, multiple apps now offer the same level of security as what we have offered years before,” he said. This is the reason why BlackBerry has expanded its security enhancements across the entire smartphone – which is why BlackBerry’s line of Android devices (including the KEY2 and KEY2 LE) are among the most secure.

Mahieu concluded that BlackBerry is working on more devices that we can expect to see by next year.

Stay tuned as we will be doing a full review of the BlackBerry KEY2 LE soon!

by Victor
Tech Enthusiast and Movie Buff.