After launching their new handset last week, the Passport, BlackBerry has made it clear of their focus: innovation of mobile technology for users who care about serious productivity. Unlike competitor Apple, who keeps product specifications secret until release date, information about the passport has been available for a while. The new phone sports new features such as the classic blackberry keyboard with a modern update, a 30 hour battery life, and more, while being the size of it’s namesake, a passport.
The phone does not is not the iPhone. It will not take back BlackBerry’s hold on the market. However, BlackBerry did not make it to be. The new phone was not made to kill the iPhone, BlackBerry is comfortable with their current customer segment. Through their ups and downs, BlackBerry has always had a devoted following from the business community. Rather than take on the behemoths of the mobile phone industry, BlackBerry chose to cater to their loyal customers.
The new BlackBerry will not give you a new high score in Candy Crush. Nor will it map out your jogging route. It is what BlackBerries have always been: a powerful tool for those who need to securely access their data.
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