Devices > Emerging Devices Blog

Blackberry Passport Signals New Stream of Quirky Cellphone Designs

by Neil Mawston | 10月 02, 2014

According to new research from our WDS (Devices) service, Blackberry is planning to launch a fresh wave of unconventional cellphone designs in 2015. The recent Passport model -- with its square formfactor and touch-keyboard -- is "step 1" in Blackberry's multi-step roadmap for visually differentiated 4G phone models next year. Blackberry knows it MUST "do something different" to stand out on retailer store shelves -- and making eyecatching hardware is one way of doing that. However, there is a very fine line between "quirky good" and "quirky bad" for cellphone design. At the moment, Blackberry Passport -- which we forecast will ship 1 million units worldwide in 2014 -- hovers right in the middle between those two boundaries of good and not-so-good. Blackberry still has not yet wowed us -- but the company is thinking along the right lines.

More analysis of Blackberry Passport and the vendor's device strategy for 2015 can be viewed by clients here.

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