source: http://blogs.blackberry.com/category/devices-2/blackberry-passport-devices/
In class 7, we touched upon the news of Blackberry’s most recent phone launch: the Blackberry Passport. Blackberry has once again taken on the focus (differentiation) strategy, where they are focusing their sales on the enterprise segment, and they have set their smartphone design apart from other rivals such as Apple and Samsung as they are powered by its own operating system and the “Passport” has a mini keyboard on it.
Blackberry has adapted many features into this new phone in order to allow work focused users to be able to work in an efficient manner. For example, it has a great touch sensitive screen which allows multiple gesture-based shortcuts. The phone is also specially designed with extra width (a square screen) to allow users to edit easily. Voice commands are introduced into the Passport. With all these functions, it can be seen that Blackberry has finally caught up with the new technology, and is going back on track.
However, although I love how Blackberry has not blindly followed the smartphone trend and has set themselves apart with a very focused strategy, I feel that Blackberry will not be able to return to its peak previous sales of 13.2 million in 2011. This is because the trend of having a Blackberry is long gone, and people have now all settled for either an Apple or a Samsung phone. With the newest iPhone 6 very hot in the market right now and most people adapted to the Android/Apple system, it is unlikely customers will switch back to Blackberry and its unique operating system. From what it seems, the system doesn’t seem very user friendly (a lot of special hand gestures for shortcuts) and any adaption time may waste work users’ precious time (inefficiency).
On the other hand, I think Blackberry will also face competition from the tablets/ipads in the market. Having discussed with my father who is a work focused user, I realized their wants has actually emerged to tablets/iPads. Tablets are very light with far bigger screens, a much longer battery life and a lot of storage space. Through the android system, tablets such as the Samsung tab 10.0 is able to open multiple programs at the same time and still work very efficiently. They also have a big screen which allows reading to be much easier and enjoyable (in comparison to small cramped writing). Thus, tablets can also be more beneficial in many areas in comparison to Blackberry Passport, such as for looking at very visual presentations and even watching videos.
In conclusion, I think that Blackberry Passport may only appeal to a very limited audience. Even within the work focused segment, customers may find other phones/tablets more productive. Therefore, I think if Blackberry wants to strive for improved sales, they should expand on their model and make it less exclusive, and more user-friendly.
Work cited: Kelion, Leo. “Blackberry Rethinks the Keyboard.” Technology. BBC News, 24 Sept. 2014. Web. 26 Sept. 2014. <BBC News>.