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Mobile Workforce

BlackBerry Passport Productivity drives a new form factor



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Report Summary:

BlackBerry launched its latest smartphone this week – the Passport – so named because it is almost exactly the size of a regular passport document. BlackBerry claims that the target market for the device is primarily enterprise users, although its novelty may interest a specific portion of the consumer market. The focus on the enterprise segment is considered a logical choice for its devices efforts. The broader smartphone market is one that favours economies of scale in order to drive down component pricing and build momentum for ever increasing market budgets, such as those of Samsung. We do not believe that this is would be a viable strategy for BlackBerry. In our view, the device demonstrates a new form factor to improve mobile productivity rather than an effort to secure market share of the overall smartphone market. As such, it is likely to appeal most to those who value BlackBerry’s leadership in enterprise mobility management and secure messaging, and its relevance is primarily as one component of that ecosystem.

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