As the release of Iphone 6, Apple becomes the focus of public again.Meanwhile,its competitor,Blackberry also published its all-new model:Blackberry Passport,which has not drawn much attention but it is a good start to change its market segment.

My peer Serinda Kong mentioned in her blog that Passport shows Blackberry begins to target professionals because it is not able to compete with Apple in terms of recreational smartphones.According to what I learned in class 8,Blackberry is changing its segmentation and the design of Passport has a lot of points of difference.It has a square screen instead of the most common rectangular one and any touch functions can be finished by its keyboard.All those key features can help professional people work and communicate more efficiently.Therefore,for people who do not need to watch videos or play games,the functional Iphone 6 seems unnecessary as well as expensive.By contrast,Blackyberry will appear to be a better choice.

In the class 8 prep video,the speaker gives an example of Toyota,saying it can never be the number one safe car maker for consumers so it focuses on hybrid cars.The same is true with all the companies which are struggling with the threat of their powerful rivals.As for it is hard to change those loyal customers’ minds, why not reposition an appropriate customer segment?A market segment which suits them better will also be relatively less competitive and more potential.