BlackBerry’s newest release has piqued the interest of consumers and gained traction with the competitive market of cell phones. Since their new release, it is obvious that they are no longer trying to compete with the same consumer base as Samsung and Apple.
Agreeing to Sincere Cheong’s post, this new approach to enter the market is an interesting and innovative approach. BlackBerry is catering towards their original consumer base (i.e Military, Government, etc…). “We really set out to build the Passport to meet the needs of a very specific customer group,” says director of marketing Jeff Gadway, prioritizing or catering towards a sole consumer base is considerably risky as it tends to automatically shut out a large portion of potential buyers. However, the marketing and design team of BlackBerry have done an excellent job advertising and creating the Passport’s image. Their new business model for the Passport is a make it or break it moment, as the Passport will be the deciding factor of whether BlackBerry will be able to make a comeback after their near bankruptcy from last year.
Blackberry’s new design has great potential as it has includes many upgrades that focus on the most basic aspect of a cellphone, such as, call quality, accessibility, and battery life. They have specifically designed the Passport to work well with spreadsheets, documents, and other areas with business, their new focus in the corporate world is an interesting idea and has great potential to generate sales and success. As a Canadian company supporter, I will be watching the sales of BlackBerry and keeping an eye on their stock.
Reference:
http://www.huffingtonpost.ca/2014/09/24/blackberry-passport-launch_n_5872426.html