Photo: Reuters/Mark Blinch / 

Blackberry released their new product “passport”, which has the same size as the real passport. It has larger touch screen and newer keyboard than before. The aim for the designing was to make a more durable, liable, and beautiful mobile device. From the design story shared in the website, it is not hard to find that the team really focuses on the “creative thinking” when they try to find out  a better business model. 

In my opinion, people nowadays are more often going aboard, and they would hold their passport in hand more frequently. So, the passport format is quite suitable and unique for people especially the business person.  At the same time, the designers compared different modern architectures while doing the alternative assessment, and they finally choose one that is most durable. The comparison and alternative assessment among different types of models contribute a lot to the better decision making.

Also, the recommendation from customers are welcomed when the products started to release in the markets widely. 

From my point of view, although we do not know the effects of the change this time, the blackberry inventors and designers are really innovative and bold to change the style and the size of traditional mobile devices in order to make a difference in the world of iPhones. Establishing a business model is a right way for company to open up a new style.

Blackberry Inc. 2014.  Available at September 29,2014

<http://us.blackberry.com/smartphones/blackberry-passport.html>