The launch of the new BlackBerry is not an opportunity to showcase new fancy and whistle, but an opportunity to remind the world why the brand was such a dominant force.

As a result, the new KEY2, introduced in New York on Thursday, is known for its physical Qwerty keyboard, excellent battery life and a range of security features, as its manufacturers are looking for business users who are looking for solid productivity, not smartphones. The latest fashion.

According to Alain Jejeune, president of Blackberry Mobile, TCL Communications, which makes mobile phones, this has brought some appeal.

“The whole industry is in a unified competition,” he said at the press conference. “We believe in something that needs something different. We think we need a different choice.”

This means that the familiar keyboard survives and fits in a stylish phone that its manufacturer claims is the safest Android smartphone on the market.

A lot has changed since BlackBerry became a product for advanced users. The company, formerly known as Research in Motion, first abandoned its operating system and realized that it could not keep up with Android and Apple’s iOS until 2016, announcing that BlackBerry completely quit manufacturing phones.

Instead, it licenses the brand to Chinese manufacturer TCL Communication and shifts its focus to developing mobile device security software. After trying to use the touch screen keyboard, the results returned to the physical version.

When TCL Communications launched KEYone last year, it won praise from critics and BlackBerry fans, but it didn’t have much impact on the more innovative markets that are expected to be on the flagship model.

The newest product, based on KEYone, adds Android 8.1 Oreo, the first BlackBerry to feature a dual rear camera – now considered the standard for mid-range phones. It will be available for sale in the UK for £579 this month.

Its specifications – a Snapdragon 660 processor, 64 and 128 GB variants, as well as an impressive 6 GB Ram, scalable storage – leaked the day before its release in New York.

The tech website recommends that the processor make it one of the available low-power flagships. But its manufacturers insist that after a year of online privacy scandals, the real selling point is a set of features designed to protect user data and refuse to follow the latest trends.

According to Gareth Hurn, head of global device portfolios, this means there are still removable storage spaces and several flagship models of 3.5mm headphone jacks.

“The characteristics that people care about are degraded under the banner of progress,” he said.