Most of the people around me use iphone or Samsung smartphones, which means that Blackberry does not have a relatively large market share in the mobile phone market in recent years. To improve this problem, Blackberry releases an innovative smartphone that is called “the Passport”. I think it could save Blackberry for the following reasons:

1. The features of most smartphones are having touch-screen and bigger size, so the appearances of them are similar. However, Blackberry still has keyboard, which differentiates itself from the competition. Also, this feature can attract someone who prefers using physical keyboard. (Having its own characteristics are really important, which could be one way to position itself and attract a segment of customers.)
2. According to the news article, the Passport “focus on users that need to be ‘highly productive and very effective and are concerned about security and just getting a lot done securely.’” It means that it targets a segment of customers (business customers), so that it could be more popular among these people than other smartphones.
3. Although the appearance of the Passport is a little strange (it has a very square screen), it is easier for you to read complex documents and looking at PowerPoint. So that it meets the needs of business customers. (People may need time to get used to this special screen, which might cause the Passport not that popular in the short run. However, this unique appearance could be an innovation in the long run.)
4. Iphone6 and Iphone6 plus were also released in these days. Nevertheless, the Passport is competitive in price. (It only costs $599.)
   

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