BlackBerry introduces new smartphone
After losing its competitive edge to other players in the market, BlackBerry has made a comeback with new phones and the latest focus is the government sector with security as the best feature of its phones.
The company has unveiled a new smartphone yesterday named Passport and it is a long turnaround for the company. The device was launched in Toronto, Dubai and London at the same time. The device, suggestive of its name is the size and shape of a closed passport and comes with a square touch screen and a physical keyboard as seen on all BlackBerry devices.
Brian Colello of US investment firm Morningstar said, “BlackBerry is still fighting for survival. They still need to turn around and develop a viable ongoing business model.” “Their products are certainly pointing toward that and the new strategy makes sense, but there is still a lot of execution risk at this point in a very competitive market.”
The phone was introduced on stage by Wayne Gretzky of the National Hockey league. It will be available for a price of $599 in the US. The company also announced that it will be available in more than 30 countries by the end of 2014. Those who buy Passport will get their apps from the Amazon app store. Amazon app store apps were only available for Android users before and they are accessible for BlackBerry users since this June.
Colello said that BlackBerry just needs a phone that appeals a crowd and not a conventional phone in order to regain its lost glory. BlackBerry has also launched BlackBerry Enterprise Service 12 hoping to get back its customers who left the company for poor hardware and services.
The company is now largely focusing on the enterprise market and government sector rather than on the consumer market, where security is the utmost priority.