On September 24th， Blackberry launched its Passport which is its latest smart phone. Passport equipped with a 4.5 inch square screen and a QWERTY physical keyboard. However, Blackberry’s financial health still didn’t get better. ”BlackBerry, which once dominated the smart phone industry, now accounts for less than 1% of sales worldwide.” Although Blackberry tried to regain market shares, its competitors like Apple and Samsung had got enormous success and seized market shares. Blackberry also pointed out Passport does not apply to everyone and it will be more office-used. For example, spreadsheet analysis and medical professionals use are the advantages of Blackberry.
In my own view, the launch of Passport is more like to spread the information that Blackberry never left and it has come back. However, I think it won’t bring Blackberry enormous changes. The use of keyboard has been just minority interest and the operating system of Blackberry can’t compete with IOS and Android. If Blackberry don’t make substantial change, Blackberry will always be the minority interest and the situation of itself will get worse.
Reference：Author, Unknown. “Not There Yet.” The Economist. The Economist Newspaper, 27 Sept. 2014. Web. 27 Sept. 2014.