https://blogs.ubc.ca/sincerecheong/2014/09/29/blackberry-passport-entry-into-the-competitive-market/

The recent launch of the Blackberry Passport sets itself apart from the other smartphones in the market. Having already established the position of leading device for professional use, Blackberry hopes to reenter the competitive market based on its founding values and innovations. The Passport sold out promptly after its release date, a sign pointing to a road of recovery for the struggling company.

Deciding to appeal to professionals, as opposed to “app-infused smartphone users”, CEO John Chen is reacquiring his position in consumers’ mind as the device that will last long hours, send longs emails, and sustain long use. Positioning, being an integral component to any successful brand was and still is Blackberry’s forte.

Although its early success, many analysts are skeptical towards the hardware as being the company’s solution to long-term growth. Not only that, but quoting the post that the Passport is to appeal to “fewer than one in ten smartphone users” doesn’t seem to light a path of profits. Although I am also a “faithful and loyal” Blackberry user, and am nonetheless excited to witness Blackberry’s apparent comeback, I am still skeptical to believe this product is the company’s correct key to the success.