Clicks Reveals the Niche Audience for Its Compact Communicator Phone

A Closer Look at Clicks' Innovative Power Keyboard

Clicks has always embraced its love for quirky gadgets, designing products that seem refreshingly unique in a market overwhelmed by uniform all-screen smartphones. Two years prior, the company introduced a tactile keyboard case compatible with the iPhone, and eventually Android devices, delighting those nostalgic for physical keys. At CES 2026, Clicks made headlines again by unveiling a versatile magnetic keyboard accessory that doubles as a battery bank, alongside unveiling a small, keyboard-equipped mobile phone. Despite the absence of a functioning Clicks Communicator prototype for media evaluation, I had the opportunity to examine the Power Keyboard and discuss with Clicks co-founder Jeff Gadway, previously associated with BlackBerry, about how these innovations fit within the contemporary smartphone landscape.

Priced at $79, the Power Keyboard represents a significant upgrade from its predecessor, the Clicks Keyboard case. It attaches seamlessly via magnetic Qi2 technology and communicates through Bluetooth. Unlike its precursor, this keyboard includes a dedicated number row, enhancing functionality. The standout feature, however, is its retro sliding mechanism. When stowed, the Power Keyboard resembles a robust wireless battery pack on the back of your phone, but it smoothly extends to reveal a tactile keyboard, reminiscent of classic devices like the Palm Pre and BlackBerry Torch.

Another noteworthy function of the Power Keyboard is its ability to charge your phone while connected. Although the battery's capacity is modest and won't fully recharge modern smartphones, it offers a quick energy boost if needed. Users can choose whether to channel the keyboard's power solely from the battery, allowing it to operate for weeks without a recharge, or set a threshold—such as conserving 20% for keyboard use only—that stops phone charging once reached.

For someone unfamiliar with physical keyboards on smartphones like myself, it would require some adaptation time before achieving comfort. While the keyboard feels compact, consistent typing with reliance on autocorrect might soon ease the transition. Deciding whether the advantages of a physical typing tool outweigh virtual keyboard convenience is subjective. Seeing a full display without digital interference is pleasant, yet my dependence on touchscreens remains strong. However, for enthusiasts of tangible keyboards, this device could fill a distinct niche.

Targeting a Specific Audience with the Clicks Communicator

The Clicks Communicator is the more surprising addition among Clicks’ new offerings, and without a demonstrable version, judgment on its practical effectiveness is deferred. Clicks announced it as catering to a specific market segment—individuals who operate multiple devices. Although initially skeptical of the potential audience size, Gadway assured me that extensive research had validated their strategy.

Gadway elaborated on the potential users:

Many people are required to manage a secondary device for work obligations or small business endeavors. In places like Europe, regulations mandate the option for employees to possess separate devices to ensure personal-professional barriers. Additionally, travelers needing a dual SIM setup, and a burgeoning group devoted to digital detoxing and minimalism, all contribute to a viable market.

Clicks aimed to differentiate the Communicator not just as a clone of popular devices like iPhones or Pixels, but as a focused alternative. Gadway noted that while technology often involves complementary gadgets—like wearing both a smart watch and a fitness ring or owning separate devices for reading and entertainment consumption—there's space for purpose-driven secondary phones that excel in specific areas rather than serving as mere replicas.

Functional and Form-Factor Innovations

The Communicator distinguishes itself with a compact 4-inch touchscreen coupled to a keyboard, alongside a customized Niagara Launcher adaptation. This adaptation prioritizes messaging tools and swiftly handles notifications, justifying its 'Communicator' identity. Supporting gesture navigation on the touch-sensitive keyboard, it aligns user interaction with its unconventional design. Despite being fundamentally an Android device, it can support multiple applications per user preferences, albeit its unique build best suits select functionalities. Gadway emphasizes that the device is optimized for particular tasks rather than general usage.

Though Clicks remains a smaller entity within the hardware industry, allowing them to bypass the pressure of mass sales, they focus on providing novel options appealing to a discerning audience segment, as they previously did with their keyboard peripherals. The Communicator is a considerable venture priced at $399—comparable to a Pixel 9a—available for pre-order, with its public debut slated for later this year. The real test will be whether it secures its spot in shoppers’ hearts.