” BlackBerry Passport – A Passport to Revival ” – 2014
” It will change the way Professionals get work done ” ;
” It is created to drive Productivity and to break through the sea of rectangular screen, all touch devices “
” I’ll challenge you guys to bend a Passport which you are about to see ” – a reference to reports of bent iPhone 6 Plus a few days back.
Executive Chairman and CEO, John Chen, said these while unveiling the new ‘BlackBerry Passport’ Smartphone in Toronto, Canada, on Wednesday, September 24, 2014. London and Dubai also witnessed the unveiling on the same day.
The new device is of the same size and shape as the Canadian Passport ( U.S. passport too ).
Uniquely designed, BlackBerry Passport Smartphone comes with a 4.5″ high resolution screen, 1440 x 1440 pixel resolution, Qwerty Keyboard, 13 MP Camera, 2.2 GHz Processor, 3 GB RAM, 32 GB memory, BB 10.3 OS, 3450 mAh Battery, and 18 hrs of talk time plus 12 hrs of video plays time ( running time is more than those of smartphones and tablets available currently ).
It can show 60 characters in a line. It is a reader’s delight. Worth noting that the print industry’s optimal guide is 66 characters per line !
It offers two modes of operation and users can switch from personal to work profiles from Quick Settings menu.
It has also partnered with Amazon App Store. It comes pre-installed. Users can download Amazon Apps. Worth noting is that users are not restricted to BlackBerry World App Store like in BB Z 10 and BB Q 10.
A text to speech app called BB Assistant offering deep integration with BB Hubs, Calendar, and Contacts is a significant addition. BB Asst can read the e:mail to the user who can then reply hands free and eyes free. It also allows the user to speak the command ” book a meeting ” to schedule an event. A taste of Apple’s ‘Siri’ , Google’s ‘ Google Now’, and Microsoft’s ‘Cortana’ presented to the user here !
The phone’s width is 3.5 ” making handling with one hand a tad laborious and risky.
If you are a strong votary of Blackberry with a physical keyboard, then this smartphone can well be your favorite.
It’s time to record my perspective now :
That BlackBerry has been struggling in the Customer front and experiencing internal shake ups at senior levels is all too well known. Two points to consider here :
1. Management Guru and late Professor P K Prahalad coined the term ” Core Competence” to imply the chief strength of expertise in an organization. That has stuck firmly now in the DNA of BlackBerry. Having tasted a failure of sorts trying to break ground in the consumer segment, BlackBerry has chosen to fall back on their Core strength – enhancement of their presence in the Business Market ( providing enterprise software ) focusing on what it does best. This can be viewed as its effort to tie the product firmly to the ‘Corporates’. May I suggest a theme of ” Don’t be in Business without Blackberry Passport ” defining their game plan now. That Corporates all over the world have similar needs in this new age makes BlackBerry’s offering easier, acceptable and feasible too.
2. In marketing parlance BlackBerry’s “(re)Positioning” targeting business executives is in fulfillment of two aspects : (a) of doing the right job in positioning; and (b) of avoiding competition with larger ones in this sector without rocking the lead boat. With this move, Blackberry may well be on its course to secure ( retreive lost ground ) its position in the face of dominance from others, while being left to pursue profits in the key Corporate segment. In many ways, the switch from Consumer focus to Enterprise focus again will favor BlackBerry clearly. If the shares move up post BlackBerry Passport sales, it will be a positive reflection of its chosen option. We shall wait.
BlackBerry Passport is the third Blackberry smartphone released this year, and a fourth ” BlackBerry Classic ” is likely to be unveiled before this year end.
Questions do arise though. Will the business market reach a saturation point and if so when ? What opportunities do BlackBerry gain during much of the 2010s now ? Can BlackBerry Passport be an iPhone 6 killer ?
People are getting wearied of Apples and Samsungs now, and BlackBerry and Motorola ( another player on revival course ) may do well to seek the opportunity and give a fair fight to them.
BlackBerry CEO, John Chen, wants to bring a three-in-one device combining a phone, a laptop, and a tablet. Can BlackBerry Passport satisfy his vision is the question crossing the minds of the customers now.
” Dieu avec nous “
Friday, September 26, 2014 – 10. 29 p.m. ( IST )
Tidbit : ” Hooray ! We are rolling out your passport to ‘getting things done’ ! ” – CEO gives a call to specially the Corporate Customers.