Don't expect a BlackBerry KEY2 successor anytime soon

Don't expect a BlackBerry KEY2 successor anytime soon
The BlackBerry KEY2 Red Edition

Most major smartphone brands upgrade their phones once per year. Others companies sometimes choose to wait even less. But the folks over at BlackBerry Mobile have decided to take a different approach to smartphone upgrades.

In a recent interview, BlackBerry Mobile General Manager Francois Mahieu revealed that the next-gen BlackBerry KEY3 won’t arrive for at least another six months. This essentially means that the BlackBerry KEY2’s product cycle will run for a minimum of 14 months, but could be extended further.

The brand appears to be aware of the recent market trends and noted that consumers are holding on to devices for longer. Because of this, it doesn’t want to “throw out another BlackBerry for the sake of refreshing it.” Instead, the company is focused on producing a solid upgrade when needed that will make existing users upgrade.

Due to BlackBerry’s niche appeal, keeping current users interested is extremely important. However, the brand is growing, albeit at a slow pace, beyond its existing customer base and parent company TCL is seemingly pleased with the numbers.

In order to maximize sales and profit in the meantime, BlackBerry will be extending product cycles beyond the usual 12-month period through minor updates. A perfect example of this is the new BlackBerry KEY2 Red Edition which boosts storage from 64GB to 128GB.

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7 Comments

1. GreenMan

Posts: 2694; Member since: Nov 09, 2015

I wonder if 'berry boys are still around, preaching about the greatness of almighty Blackberry and 'disrespectfully' disagreeing with everything?! Anyhow, can't say I'm looking forward to the sequel. More than happy with my iPhone, although it's getting a bit boring lately and a quirky phone like this would definitely spice things up a bit! Oh well, G'Day!

2. Zeeya

Posts: 331; Member since: Mar 17, 2013

They need a folding one.. and Stick to it. Get rid of keyboards.

7. meanestgenius

Posts: 21485; Member since: May 28, 2014

Their users still want physical keyboards, so it would be a mistake for them to get rid of it.

3. Venom

Posts: 3143; Member since: Dec 14, 2017

Well I guess this is proof that the KeyONE and KeyTWO weren't really successful enough in sales and I fault TCL and blackberry for pricing it too high. Banking on the name brand alone isn't going to move units.

4. Crispin_Gatieza

Posts: 3098; Member since: Jan 23, 2014

So which part of "TCL is seemingly pleased with the numbers." do you not quite understand? Or maybe you didn't catch this part of the article where Mr. Mahieu alluded to the fact "The brand appears to be aware of the recent market trends and noted that consumers are holding on to devices for longer. Because of this, it doesn’t want to “throw out another BlackBerry for the sake of refreshing it.” Instead, the company is focused on producing a solid upgrade when needed that will make existing users upgrade." To paraphrase the United Negro College Fund "The mind is a terrible thing to waste". It appears you done wasted yours.

5. Vancetastic

Posts: 845; Member since: May 17, 2017

I feel like I’ve heard this somewhere before...hmmm.

6. meanestgenius

Posts: 21485; Member since: May 28, 2014

So I take It that you didn’t read the actual article at all, you just saw the title and decided to attack BlackBerry, as usual. TCL explains why they aren’t releasing one yet, and it’s a valid reason. It’s also reiterated that the platform is growing, and that TCL is pleased with the progress. These are facts stated by the company that makes BlackBerry branded smartphones, which trump misinformation you’re claiming as “proof”.

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