Blackberry once dominated the smartphone market, now it has lost a huge portion of sales to its powerful competitors, such as Apple and Samsung. Today, it only accounts for less than 1% of the sales of smartphones. However, Blackberry’s CEO, John Chen, has planned out a comeback strategy and hopes to see the company return to profit by 2016. The launch of the new smartphone, Passport, is only a small aspect of the strategy. Mr. Chen is trying to reposition Blackberry more as a service and software provider to large companies and governments. The company is also making efforts to cater security-conscious business by building on its encrypted messaging services.

I do believe that Blackberry is able to recover from the previous loss and start to make profit only if it can stand out from its competitors and have a unique position in customers’ mind. Blackberry’s strong brand background and great reputation for its cell phone security are beneficial and important for it to win back the market. The recent nude photo hacking scandal has raised people’s attention to smartphone security and highlighted their demand for trusted cell phones. With its sufficient and innovative technical talent, I believe Blackberry will regain the market.