New BlackBerry phone aims to revive faded brand

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Web Desk: There’s a new BlackBerry smartphone, the latest effort to revive the once-dominant brand.

The BlackBerry Key2 was unveiled Thursday in New York by TCL Communication, the Chinese manufacturer that took over the rights to the smartphone brand from the Canadian tech firm in 2016.

The new device, which includes a physical keyboard under a 4.5 inch screen and runs the Android operating system, updates the first BlackBerry Key released last year.

It will be sold this month starting at $649 or €649, according to the firm.

“Although there are many different smartphones for consumers to choose from today, most tend to offer very similar experiences without much distinction from one to the next,” said Alain Lejeune, head of TCL’s BlackBerry Mobile division.

BlackBerry’s share of the global smartphone market has fallen to virtually zero from a peak of more than half a decade ago.

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