Flagging phone manufacturer Blackberry have released a new phone called the ‘Passport’ which features a curious square screen and physical keyboard also accompanied by touch screen controls.
Blackberry claim that the new phone will focus on heavy power-users in the work place providing them with new innovations to help increase productivity.
New focus
In recent years Blackberry has been accused by industry analysts for spreading itself too thinly across the different market niches. This lack of focus exposed Blackberry’s strategy as somewhat naive given the lack of experience it had when it took the fight to the likes of Samsung, LG and Apple at their own game.
Since Blackberry’s seemingly swift decline in the mobile phone market, no thanks to their lack of strategic focus, the Canadian company have pinned their hopes on the ‘Passport’, aptly named as such thanks to it resembling a rather thick version of the travel document, to provide it with a much needed refresh in a niche it’s much more familiar with.
Out with the new, in with the old
Blackberry have indeed stated that they are going back to their old roots by targeting the enterprise user segment which saw the company flourish in industries such as government, healthcare and banking.
The device itself measures around 4.5in and sports a higher resolution than Apples iPhone 6 at 453 pixels per inch and the square screen is designed to allow users to edit documents easier on the go. Yet, critics say that watching a video will be awkward on a square screen.
Blackberry however aren’t so concerned about that issue as their refocus is aimed at those wanting to be productive rather than those wanting to be entertained.
Divided opinions
The keyboard itself fits within 3 rows at the bottom of the device and is complemented by touch screen gestures above. For Blackberry traditionalists this handset will divide opinion. On the one hand the company’s philosophy and direction have changed with the advent of their new ‘Passport’ phone, yet on the other, the design of the handset my be a turn off.
Blackberry have a lot of work to do to convince industry Android and Apple users that their new devices will provide the better smartphone experience. It is fair to say that both Apple and Android have also eaten away at Blackberry’s traditional market too making their renewed efforts all the more difficult.
It’s a far cry away from when Blackberry practically pioneered the industry all those years ago. Now the Canadian company only accounts for 1% of sales in the UK phone market.
As more details on the phone emerge we here at Fortune Frenzy will as ever keep you posted!
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