When is the last time you saw someone use a BlackBerry cellphone? Maybe we have different friend groups, but the only people I see using BlackBerrys are older businessmen who keep it in a convenient holster on their belt.
In a market completely dominated by Samsung and Apple, BlackBerry has been overshadowed. After two years, BlackBerry finally has something new to introduce to the world, and it is weird.
Being described as a Padphone, the BlackBerry Passport is a square half phone, half tablet with e-reader and business capabilities. While most smartphone users have replaced a keyboard for a touch screen, the new BlackBerry passport combines the two.
To avoid sounding like a phone review, it is important to talk about why this move is important. Blackberry is attempting to find a balance between staying true to its fundamentals while adopting the characteristics smartphone users want.
Mainly targeted towards a more adult, professional crowd, BlackBerry lacked the innovative and sleek brand image that attract younger consumers.Under the reigns of the new CEO John S. Chen, BlackBerry will try one last time to revamp its image and re-establish itself as a technology industry leader. The new BLackBerry Passport hopes to change its imagine, capturing the ever elusive and loyal Apple and Samsung users.
I love keyboards as much as the next person but realistically can BlackBerry really re-establish themselves? It will be a difficult uphill battle against touch screens, wearable technology and Suri.
As a smartphone user I respect BlackBerry’s attempt to stay technologically relevant. A square phone with a touch screen and a keyboard is unlike any phone on the market. Compared to the standard smartphone, BlackBerry is actually introducing something completely new. However, after being trapped on the sidelines for the last two years with nothing new to entice new customers, BlackBerry will have to make huge pushes against a loyal demographic to make a lasting impression.
Wood, M. (2014, September 24). With Its New Passport Smartphone, BlackBerry Seeks New Converts. Retrieved September 24, 2014.
Phone Arena. (2014, July 29). BlackBerry Passport first look.[Video file]. Retrieved from https://www.youtube.com/watch?v=ooX6EE80TPc