BlackBerry Ltd (BBRY) Took A Page Out of Apple’s Playbook

BlackBerry Ltd (NASDAQ:BBRY)’s ‘Passport’ smartphone was a grand success for the company with positive transformation that the company saw under the leadership of its new CEO, John Chen. Proof for success of BlackBerry’s new phone is the ‘sold out’ signs on Amazon and ShopBlackBerry websites. First 200,000 units of BlackBerry Passport were sold pretty quickly and the company has started taking pre-orders on September 24 for the next batch. A ‘Blackberryrocks’ articles discusses about the Passport phones increasing demand.

Research in Motion Ltd. (BBRY)

BlackBerry Ltd (NASDAQ:BBRY) CEO, John Chen said that he is happy with development around the Passport Phone while attending ‘Technologies that Matter’ forum in Hongkong. He feels that if many people are waiting for the device, then that shows the popularity of the device among consumers. BlackBerry Ltd (NASDAQ:BBRY) wasn’t expecting this significant demand for Passport though and they were very conservative in offering the units. 200,000 unit in the first batch was very small.

But BlackBerry Ltd (NASDAQ:BBRY)’s Passport is a proof that the company is capable of producing a device that can get sold instantly and make people wait to get their hands on it. Many people who ordered their Passport phones through ShopBlackBerry were waiting for quite some time for their devices to get shipped. Good news is that the customers who were waiting for shipment of their Passport device is starting to get mails from ShopBlackBerry that the orders have started shipping. Also ShopBlackBerry has started taking fresh orders for the Passport device.

BlackBerry Ltd (NASDAQ:BBRY)’s Passport has some distinct features which attracts many customers. Some of these features include 3450 mAh non-removable battery which has GSM talk time of around 14 hours. Many other smartphones in this sector has major issue in providing longer talk time to consumers. Another distinguishing feature when compared to older BlackBerry smartphones is the wider screen in Passport, which helps the user in viewing and editing spreadsheets and documents.

BlackBerry Ltd (NASDAQ:BBRY) has seen both up and down in the smartphone industry and many believe that Passport phone marks the second-coming of BlackBerry into the market. BlackBerry was a favorite among consumers five years ago, but soon lost grounds to iOS and Android based devices. Almost a year ago, when Chen took over the company, his intention were clear, which was to gain the lost grounds. He did many restructuring activities and struck many deals including the most crucial deal with, Inc. (NASDAQ:AMZN), which has helped the company transform into a major force yet again.

By the way, Blackberry Passport isn’t one of the 10 most expensive smartphones in the World.

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