Blackberry has made a comeback in the market recently by releasing its new smartphone, the “Passport”. With its new sleek design and appearance, Blackberry is targeting consumers again in hopes of regaining market share. The new “keyboard smartphone with a 4.5-inch screen” is once again competing with rivals Apple and Samsung.
Blackberry is desperately trying to regain attention through its release of the new smartphone, meanwhile its rivals Apple and Samsung have steadily been doing well. It is for certain that these companies are Blackberry’s biggest rivals in the market. The Passport is available for $699 without a contract, while Apple’s iPhone 6 is being sold for $749, and Samsung’s Galaxy S5 $700. With Blackberry’s new release, it is evident that the company is not focusing on gaining customers through price, but through a different focus strategy. Blackberry’s CEO John Chen has released his plan in “shifting [Blackberry’s] focus away from consumer devices towards software and enterprise clients”. Blackberry’s comeback with a narrower market segment is hoping to achieve greater sales and near-term profitability, while the company’s business model shifts with new hardware.
Sources: http://www.cbc.ca/news/business/blackberry-passport-priced-to-take-on-apple-samsung-1.2775003
http://www.cbc.ca/news/business/blackberry-launches-passport-phone-blend-app-1.2775674
http://store.apple.com/ca/buy-iphone/iphone6
http://www.bell.ca/Mobility/Products/Samsung-Galaxy-S5