BlackBerry may completely transform its approach to the design of its smartphones by embedding them with an Android operating system.
According to an exclusive from Reuters, the tech company is considering moving in a new direction because it is still unable to rebuild its market share.
As the online news provider noted, this is an “acknowledgement that its revamped line of devices has failed to win mass appeal”.
The brand has gone from being one of the most popular and much-loved names in the industry to a fringe enterprise that now only commands less than one per cent of the market.
If BlackBerry goes ahead with Android, it will represent a dramatic departure from its own operating system.
The unnamed sources that were speaking to Reuters said that this proposal is part of the company’s strategy to shift their focus to software and device management.
"We don't comment on rumors and speculation, but we remain committed to the BlackBerry 10 operating system, which provides security and productivity benefits that are unmatched," the company said in an email to the online news provider.
In related news, images have been leaked about a new BlackBerry smartphone. Rumoured to be called Oslo, the device is similar in design to the Passport.
It certainly looks stylish and will no doubt be a big hit with fans of the brand, many of whom still enjoy the physical QWERTY keyboard that set BlackBerry apart.
The sources speaking to Reuters said that if Android does become the company’s go-to operating system, it is likely it will feature on the new Slider device.
This is a throwback to old-style aesthetics and gives users the option to go fully touchscreen or classic – i.e. they can slide out the keyboard and type as normal.