With the new Priv slider Android smartphone going on sale Friday for $699, BlackBerry is chasing mainly after enterprise users who want a hard keyboard in addition to a touchscreen and who want access to Google apps and the Chrome browser, analysts said.

“All in all, it’s a bold move for BlackBerry and keeps BlackBerry relevant as they are struggling with market share,” said Ramon Llamas, an analyst at IDC, in an interview.

Just by the numbers, BlackBerry has faded nearly into oblivion, with just 0.3% of the total smartphone market globally in the second quarter of 2015, according to IDC.

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