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BlackBerry kills BB10, to work on mid-range Android phones

The company will no longer manufacture new phones based on its own BlackBerry 10 OS

Policy Pulse
Publish Date: Apr 12 2016 2:46PM | Updated Date: Apr 12 2016 2:49PM

BlackBerry kills BB10, to work on mid-range Android phones

BlackBerry's change of direction comes after enterprise customers — the only remaining significant pocket of loyalty for the company — complained that its first Android entry was too expensive, CEO John Chen said this week. 

"The fact that we came out with a high end phone [as our first Android device] was probably not as wise as it should have been," Chen told media in Abu Dhabi. 

"A lot of enterprise customers have said to us, 'I want to buy your phone but $700 is a little too steep for me. I'm more interested in a $400 device'," he added.

The growing duopoly between Android and iOS has squeezed BlackBerry's own in-house operating system out of the market. BlackBerry will continue to support BlackBerry 10 — once heralded as the company's future — for an unspecified period of time, but will not release new BB10-based devices.

Still, Chen believes his firm has a chance for differentiation based on BlackBerry's long history of strong security and integration in corporate environments.

"We're the only people who really secure Android, taking the security features of BlackBerry that everyone knows us for and make it more reachable for the market," he said.