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BlackBerry Ltd (BBRY) Draws Out Priv Release Even More

Blackberry Ltd Venice Android Slider

BlackBerry Ltd ,  won’t tell the world when it plans to the release the Priv, the firm’s first ever Android phone, and the firm is still keeping that a secret. What it’s offering, as of Thursday afternoon, is the ability to find out about the announcement of the announcement of the release date moments before it becomes public. All you have to do is pre-register your interest in the Priv.

Blackberry Ltd Venice Android Slider

That’s the latest move from the Waterloo, Ontario firm as it bids to measure demand for its next big hardware release. The firm also released a few new details about the device in order, presumably, to spur people to action and sign up for the next big news from the Priv team.

BlackBerry asks you to pre-register

In a blog post on Wednesday Inside BlackBerry , the firm’s PR blog, offered a couple of tidbits of info about the BlackBerry Priv. The phone will have a hidden keyboard, it will have a curved 5.4 inch screen, it will come with a large 3,410 mAh battery, and the camera will be certified by Schneider-Kreuznach.

The blog post contains a link to a sign up page for the Priv. The roll out of the device, in terms of date, and region, still isn’t clear, though a lot can be learned from the rollout of the BlackBerry Passport last year. John Chen’s firm is likely to focus on markets that are still strong, like Canada and the UK, as well as the Us before coming to the rest of the world.

The Passport was released a little over 12 months ago, meaning now would be the normal time for an update to the firm’s phone line. John Chen, who seems to be doing a decent job as CEO at the firm, has taken a focus off of hardware, despite all the news about the Priv, and that means

BlackBerry stokes hope

We’ve already taken a look at the huge number of leaks that BlackBerry  has allowed out about the Priv, and why that might be bad for the firm’s brand.

The Priv isn’t going to mean much to those with shares in BlackBerry. Even if the phone is a big success, it’s not likely to bring the firm to a place where it’s able to jump into the hardware business with both feet. Smart phones are a very competitive space right now. If the Priv has what it takes, you can be sure that a slew of copycat phones will arrive within the next 24 months.

That means that, as all of those in charge of BlackBerry have been saying for months, and longer, software is the future for Waterloo.

The Priv may be the best phone that BlackBerry has ever built, and it may be a great phone all round, but the world is full of great phones right now, and BlackBerry just can’t compete in terms of scale or in terms of brand. Drawing out the release of the Priv may be necessary, but it’s taking shareholder focus away from what Mr. Chen and his team are really trying to do.

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