BlackBerry is preparing to further embrace Google’s mobile operating system.
The struggling smartphone maker is looking to launch a device that runs natively on Android, and analysts think it’s not a half-bad idea.
“From the standpoint of marketing, this is a great way for BlackBerry to get visibility. It really doesn’t hurt them much, and the upside is high,” Rob Enderle, who runs technology consulting firm Enderle Group, told Reuters. “”If Android has one significant weakness it is security and that’s just the thing that BlackBerry can fix, so it could play out pretty well and I am actually quite surprised that they did not try this sooner.”
Ramon Llamas, an analyst with technology research firm IDC, and Morningstar analyst Brian Colello both echoed Enderle’s sentiments.
“In order for BES12 to succeed it has to be viewed by all as platform agnostic, and what better way to demonstrate that other than by doing it yourself,” pointed out Llamas to Reuters.
“It certainly makes sense for BlackBerry’s hardware business to experiment with Android,” Colello told Reuters.
Last month the Canadian company admitted it started cutting jobs around the world for purposes of consolidation as it fights to stay afloat financially, particularly aiming to make its hardware once again profitable. BlackBerry holds less than 1% of the global marketshare.
BlackBerry, which once employed nearly 20,000, now boasts fewer than 7,000 workers.