(source: http://au.ibtimes.com/articles/566777/20140918/samsung-galaxy-note-4-blackberry-passport.htm#.VDHKUV6fttU)

BlackBerry has launched a new Passport with a bigger screen, lower cost than rivals, a keyboard, and a longer battery running hours than most rivals. (See more information at http://www.theglobeandmail.com/report-on-business/top-business-stories/blackberrys-chen-on-new-passport-big-screen-lower-cost-than-iphone/article20718050/).

This article interests me because it differs from what smartphones looks like these days, huge touch screens with only a few buttons to push. However, the company is willing to have a USP (unique selling point). To “risk” yourself by having unique designs, or to “go with the flow” of what is most popular in the current market? This is a huge debatable decision to make and it could become a success or a failure just by this one decision.

Blackberry chooses to be “risky” and not follow the trend while still capturing the key aspects customers likes. It has a lower price than iPhone, ($599 for BlackBerry), with a 36 hour battery, having a bigger screen that could view 60 characters in a roll which iPhones cannot do, while still having an elegant design.

In my opinion, they have made a few good decisions. First, it is more unique than other smartphones of all the characteristics stated above and more. Secondly, selling it at a lower price may attract more customers while still having very good features that iPhone doesn’t. And last but not the least, it has an elegant design of having a thin and wide screen that creates a more modern look.