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Why BlackBerry could ditch its own OS for Android

BlackBerry's upcoming device is rumored to use Google's Android operating system (OS), in what could be the Canadian company's "last chance" to win in the smartphone market.

Philadelphia-based writer Evan Blass published images early Wednesday on Twitter, which he claimed showed the new BlackBerry smartphone model, dubbed Venice, set for release in November.

The big point is that it would ditch BlackBerry's own OS and run Android for the first time in its history. By adopting Android, the world's largest smartphone OS, BlackBerry is trying to appeal to a wide base of existing consumers.

"BlackBerry is taking the view that if you can't beat them, join them," Neil Mawston, executive director at Strategy Analytics, told CNBC by phone.

"BlackBerry OS is not as popular as it once was, so it's looking to move to Android to address the larger market on the consumer side."

BlackBerry has a tiny share of the global smartphone market and revenue from its hardware business declined 30.6 percent year-on-year in the...