BlackBerry Ltd (BBRY) Aims Mobile Business Professionals With Passport Smartphone

BlackBerry Ltd (NASDAQ:BBRY) unveiled its latest Smartphone in the market- Passport- targeting mobile professionals that intends to make them much more productive on the go. BlackBerry Ltd (NASDAQ:BBRY) has produced a device that offer mobile tools for business professionals without losing on the style factor.

The CEO of BlackBerry Ltd (NASDAQ:BBRY), John Chen, said,

“As we set out to design BlackBerry Passport, we were guided by a simple yet challenging idea – to set aside the limitations of traditional design and to instead simply build a device that fundamentally changes the way business professionals get work done on their smartphone.”

For the experts or tech enthusiasts comparing Passport with Apple Inc (NASDAQ:AAPL)’s iPhone 6, BlackBerry Ltd (NASDAQ:BBRY)’s Passport is targeted towards a different customer base and it is a crucial step that will help BlackBerry’s transition to secure enterprise solutions. With a proper look, one would realize that Passport is designed specifically for professional use considering its 4.5” screen that allows one to read 60 characters in a line and offers enough depth to get the context of the text.

Passport offers continuous 30+ hours of usage along with ‘BlackBerry World’ apps, which offer everything that a professional would want on a mobile device. Further, it comes with preloaded Amazon Store that allows one to load any other consumer apps as per the requirement. BlackBerry Ltd (NASDAQ:BBRY) has used BlackBerry Assistant, which is a self-learning app depending upon the commands of the user.

BlackBerry always had an audience that was more interested in getting the work done instead of logos or trends and BlackBerry Ltd (NASDAQ:BBRY) targeted the same with Passport. The company used to be the favorite Enterprise brand but with some poor products and rise of Apple Inc (NASDAQ:AAPL)’s iPhone in enterprises, it lost its charm among business professionals. iPhone and Android devices are likely to give a strong resistance to the once enterprise-dominant brand finding its way back to the customers.

This article has been written by Prakash Pandey and edited by Serkan Unal.

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