BlackBerry Priv priced at Rs 62,990 launched in India on January 30

BlackBerry Priv @ Rs 62,990

Will the BlackBerry Priv go the BlackBerry Z10 way?

Late last year, BlackBerry introduced its first smartphone powered by rival Google’s Android OS and layered with some of its own signature apps, security and hardware. Prior to introducing the hybrid device, CEO John Chen labelled it as the deciding factor for either a full-house or a no-show for BlackBerry: If the BlackBerry Priv sales figures achieve the 5 million unit sales benchmark - BlackBerry stays in the smartphone market and if it doesn’t, then the company ceases to make more phones.

If one looks at the history of BlackBerry, the company once enjoyed the status of being the handset of choice across enterprises; but as the competition stiffened with rivals like Samsung and Apple, BlackBerry started to gradually lose its share in the phone market and kept on posting repeated losses.

In the last few years, there has been a sudden rise of new smartphone players which have been able to successfully not only produce good devices but also make them affordable. These players, mostly based in China, have quickly carved a niche for themselves in a market where each day a new handset is launched. While some enjoy great visibility, others take the exit unnoticed.

In such a situation, a device like the Priv – a BlackBerry product with the Google software - is like 'just another Android phone' with a sky-high price. Launched in India on January 28, the BlackBerry Priv's price tag of Rs 62,990 has evoked a mix of shock and surprise on social media. Many had expected it to be priced in the Rs 45,000 to Rs 50,000 range.

Better be late than sorry?

A new BlackBerry might be able to stir nostalgia among the earlier loyalists of the BlackBerry brand, some of whom have already made the switch to the more popular platforms, but it is hard to predict a switch back to BlackBerry through Priv. The reason being it is, after all, another Android device (and an expensive one at that).

While riding on the success of a rival platform when the company’s own popularity has faded might be a wise decision but positioning itself at the top end of the market, when revival should ideally start from a little lower the ladder, is certainly a miscalculation.

The USP of BlackBerry devices has been the strong security they came packed with. The new BlackBerry Priv too comes with the same level of security with some of the signature BlackBerry elements like BlackBerry Hub and the physical keyboard which is now touch-enabled for navigation. But somehow, all of the features suddenly seem old-school in an era of smartphones screaming innovation.

The year gone by witnessed only a handful but noteworthy improvements in terms of smartphone technology like the world’s first smartphone with a shatterproof display, phones with the new USB Type-C port for charging, phones which double as powerbanks, and even a smartphone which can be used for vaping! BlackBerry Priv lacks innovation, except for being an Android phone with a physical keyboard and a curved screen that we have seen a few Samsung phones.

The need of the hour is phones which appeal with both features and pricing. Offering just another Android phone might wake up old memories of a company once associated with smartphones which were dear to many enterprise users and consumers alike, but it might not translate into great sales (something that BlackBerry desperately needs), given the price tag it carries along.

It wouldn't be very surprising if the Priv goes the Z10 way. The flagship BlackBerry 10 smartphone was launched in India at a price of Rs 43,490 and within a year-and-a-half the price plummeted to Rs 17,000. The phone is now available on some online shopping sites at Rs 10,000.

We conducted a Twitter poll before the company announced the phone's price in India, the results, asking if the Priv could win back erstwhile BlackBerry loyalists. The yes and no responses were neck and neck, showing some hope for BlackBerry in the industry. However, in the poll we conducted after the India price for the Priv was announced, a huge majority of the public opinion was against BlackBerry.

BlackBerry Priv Specification

The Priv is seen as a make or break device for BlackBerry. They appear to have made the right decision embracing Android but the pricing could very well break the deal with prospective buyers.

 BlackBerry Priv smartphone was launched in October 2015. The phone comes with a 5.40-inch touchscreen display with a resolution of 1440 pixels by 2560 pixels at a PPI of 540 pixels per inch.

The BlackBerry Priv is powered by 1.44GHz hexa-core Qualcomm Snapdragon 808 processor and it comes with 3GB of RAM. The phone packs 32GB of internal storage that can be expanded up to 2000GB via a microSD card. As far as the cameras are concerned, the BlackBerry Priv packs a 18-megapixel primary camera on the rear and a 2-megapixel front shooter for selfies.

The BlackBerry Priv runs Android 5.1.1 and is powered by a 3410mAh non removable battery. It measures 147.00 x 77.20 x 9.40 (height x width x thickness) and weighs 192.00 grams.

The BlackBerry Priv is a single SIM (GSM) smartphone that accepts a Nano-SIM. Connectivity options include Wi-Fi, GPS, Bluetooth, NFC, 4G (with support for Band 40 used by some LTE networks in India). Sensors on the phone include Proximity sensor, Ambient light sensor, Accelerometer, and Gyroscope.

About BlackBerry

BlackBerry, earlier called Research in Motion, is a Canadian smartphone-maker that made a name selling QWERTY devices, but is struggling to stay relevant in a world dominated by iOS and Android. After years of backing its own BB OS, the company has decided to make an Android smartphone in a bid to grab a small chunk of the smartphone pie it used to dominate.

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BlackBerry Priv detailed specifications

General

Release date	October 2015
Form factor	Touchscreen
Dimensions (mm)	147.00 x 77.20 x 9.40
Weight (g)	192.00
Battery capacity (mAh)	3410
Removable battery	No
Colours	Black
SAR value	0.00

Display

Screen size (inches)	5.40
Touchscreen	Yes
Resolution	1440x2560 pixels
Pixels per inch (PPI)	540

Hardware

Processor	1.44GHz  hexa-core
Processor make	Qualcomm Snapdragon 808
RAM	3GB
Internal storage	32GB
Expandable storage	Yes
Expandable storage type	microSD
Expandable storage up to (GB)	2000

Camera

Rear camera	18-megapixel
Flash	Yes
Front camera	2-megapixel

Software

Operating System

Android 5.1.1

Connectivity

Wi-Fi	Yes
Wi-Fi standards supported	802.11 a/ b/ g/ n/ ac
GPS	Yes
Bluetooth	Yes, v 4.10
NFC	Yes
Infrared	No
USB OTG	No
Headphones	No
FM	No
SIM Type	Nano-SIM
GSM/ CDMA	GSM
3G	Yes
4G/ LTE	Yes
Supports 4G in India (Band 40)	Yes

Sensors

Compass/ Magnetometer	Yes
Proximity sensor	Yes
Accelerometer	Yes
Ambient light sensor	Yes
Gyroscope	Yes
Barometer	No
Temperature sensor	No