Blackberry, which was once the dominating company of the smartphone industry, has been declining these several years and now only has less than 1% of sales worldwide. Recently, the company released the Passport, as a part of their plan to return to profit. Instead of trying to appeal to regular individual customers, Blackberry decides to turn to larger buyers such as the government and big companies. This is because Blackberry clearly knows it cannot compete with other larger companies such as Apple and Samsung. However, while Apple is selling 10m of its iPhone 6 in the first three days, Blackberry is suffering from a $207m loss last quarter. Clearly, even though Blackberry has already changed their target consumers, it would still be difficult for the company to comeback as a power on the smartphone industry.
In order for Blackberry to successfully change their customer segments, it should clarify and emphasis on its point of difference from other companies. It would need to separate itself from the popular market and begin to dive into larger companies. As the company has already developed services and software that would be useful and attractive to the big corporations, it would just be a matter of time that Blackberry can successful regain profit and prevent bankruptcy. Luckily, Blackberry realizes its position early and is able to develop strategies to restore the company. Clearly, it is important for companies to know its position in the market and then develop corresponding strategies.