Blackberry (NASDAQ:BBRY) has been a popular name among retail consumers as well as business enterprises. But due to intense competition the company is losing its customer base rapidly as they are shifting to smartphones of Apple (NASDAQ:AAPL), Samsung and Google (NASDAQ:GOOG),(NASDAQ:GOOGL) Sources have confirmed that the company is in a rejuvenation mode and thus is slated to bring the Passport smartphone to the global market by end of this month. What extra features have been added to this model could be an interesting study in itself. And how this new model can help Blackberry revive is another question which is likely to get answered in the forthcoming sections. So, let’s take a quick peek and find out.
- Warning! GuruFocus has detected 4 Warning Signs with BBRY. Click here to check it out.
- BBRY 15-Year Financial Data
- The intrinsic value of BBRY
- Peter Lynch Chart of BBRY
What’s the USP?
As the company is facing the onslaught of cheap Android phones, Blackberry once again is returning to its core, the popular QWERTY keypad. The unique Blackberry Passport would offer a 4.5 inch square screen with a touch-enabled keyboard.
The buyers will be able to browse through web pages, apps and emails by lightly brushing their fingers over the keys, which helps with things like scrolling and cursor placement. The touch enabled keypad offers an even more productive and precise Blackberry 10 experience, opening up umpteen possibilities for app users.
Under the hood there is a Qualcomm Snapdragon quad-core chip. The chip has 3GB RAM with 32GB internal storage capacity which can be modified till 64GB using microSD support.
Meanwhile the rear-facing camera is of 13MP, with a 2MP shooter at the front. The USP is the ultra-wide composition which allows seeing more stuff on the display. “The Passport is like the IMAX of productivity, and you don’t have to sacrifice screen real estate, vertically or horizontally.”
Based on the academic typology the optimal number of characters on a line of a book is 66, and this smartphone enables glancing at 60 characters at a time. This is an exclusive feature in the Passport which is rectangular is shape, and goes beyond the capability of the current rectangular shaped smartphone range selling in the market which can read only 40 characters at a go.
The other big thing besides the Passport’s square design is its battery life which is heard to go around 15 hours from a single charge with middling-to-high usage.
The smartphone also tops in security provided in terms of device management and is the first Blackberry to host Blackberry 10.3 operating system.
Coping with intense rivalry
The Canadian company is striving hard to create a niche in the smartphone market ruled by honchos like Apple and Google. To keep itself abreast with the changing times and varied customer tastes, it's launching the Blackberry Assistant, a feature which can do multiple tasks for the buyer based on voice commands. Similar features are there with Apple (Siri) and Google (GoogleNow) existing smartphones.
The Blackberry Assistant can manage tasks like searching from email and calendar, finding out what’s treading on Twitter to sending trivia night invitations. The more it’s used, the more adapted it will get to the voice instructions. Assistant can be used to tweet something, update Facebook or even read the unread mails while driving.
It seems that with the launch of the Passport model, Blackberry will make a mark in the smartphone circle and might win some good market share as well. Let’s stay tuned till the final launch and then maybe we will be able to have a glimpse at the final storyline.