crackberry.com

Blackberry’s marketing strategy with their new Passport handset is to target a specific customer segment, the “mobile professional”. Whereas the Apple iPhone targets a much larger, more generalized customer base, Blackberry has chosen to cater to the needs of people who rely on smartphone technology to do their jobs efficiently. The Passport offers longer battery life, improved security, a multi-function keyboard, and access to documents, messages, email, and contacts across devices, among other features.

The strategy for the Passport is a clever one because it not attempting to offer a slightly different, would-be superior version of the iPhone without the massive power of the Apple brand name. It has been proven on multiple occasions with multiple different products that to beat Apple at its own game is a nearly impossible feat. Instead, Blackberry aims to carve out a new niche within the smartphone consumer population, one that specifically demands a tool rather than a plaything. “Being different isn’t always easy,” writes Blackberry CEO John Chen, “but we do know it’s the only way to stand out.”

Can the Passport be expected to rival the iPhone in total sales and popularity? No, but it can be expected to establish a unique new customer base and satisfy needs that have yet to be met. With the launch of the Passport, Blackberry might finally be able to regain its footing in the smartphone industry and obtain a new position within the average consumer’s mindset.

http://www.cnbc.com/id/102053583