The Come Back Of Blackberry
Casually late, Blackberry finally released its Passport long after the smartphone market was long occupied by iPhone and Samsung. To grab the public’s attention, Blackberry re-set some of the elements in the Passport’s business canvas in aiming to be differentiated in the smart phone market.
The value proposition of the Passport is to offer an alternative for iPhone and Samsung which lack real keyboards to type on. Blackberry found that customer’s wants are not yet satisfied in the smartphone industry. Who likes to type on a glass screen when you can physically press the letters and have it displayed on a square screen? Furthermore, unlike its competitors who have a broad-based audience, the Passport focuses on corporate employees who need a phone that contains many business applications.
It also partners with the Android system which already has a massive user group. The generic strategy for the Passport is a market segment that is focused on differentiation which minimizes the chance of overlapping with existing smartphones. Since Blackberry missed its chance to be the first company in the smartphone industry, it should concentrate its resources and activities to the innovative designs. This will allow Blackberry to start a “new ladder”, thus become more competitive.
Works cited:
Babad, Michale. “BlackBerry’s John Chen on New Passport: Big Screen, Lower Cost than IPhone.” The Globe and Mail. 22 Sept. 2014. Web. 29 Sept. 2014. <http://www.theglobeandmail.com/report-on-business/top-business-stories/blackberrys-chen-on-new-passport-big-screen-lower-cost-than-iphone/article20718050/>.
Silcoff, Sean, and Shane Dingman. “BlackBerry Asks for Patience as Second Quarter Results Sag.” The Globe and Mail. 28 Sept. 2014. Web. 29 Sept. 2014. <http://www.theglobeandmail.com/report-on-business/blackberry/article20799187/>.