With the Blackberry Passport, Blackberry is aiming to delivering an innovative product that caters to the customer segment they’re targeting by improving and revamping the fundamental core of the ‘Blackberry experience’ in their flagship phone. One of the strikingly unique features of the Passport is the hardware, Blackberry has discarded their usual traditional aesthetics design of their Blackberry lineup and constructed from the ground up, a state of the art 1:1 ratio square phone. The classic physical Blackberry keyboard is still intact in the new flagship and is flanked by ultra thin bezels to accentuate the vivid square 4.5 inch display.

The external design of the phone reminds consumers of an exceptionally crucial value proposition. In recent years, Blackberry has fallen behind their rivals in terms of sales and popularity. With the Passport, Blackberry’s intent is to capture that business segment once again and retain their loyalty. By redesigning the phone’s external shell to mimic a passport, Blackberry is attempting to differentiate itself from the rest of generic smart phone designs and hopefully remind consumers what they are known for. A reliable security system and a business oriented OS. The physical aspect of the phone unites those two elements together to reiterate and underline why this phone is essential for the average businessmen.

Works Cited: https://ca.finance.yahoo.com/blogs/dashboard/blackberry-passport-signals-a-deliberately-different-144447959.html  http://rimblogs.files.wordpress.com/2014/07/passport_desk.jpg