Perhaps many are thinking, creativity smartphone design has begun to die. Rectangular form with rounded corners dominate every design visual display smartphones today. BlackBerry Passport, different by design like never before.
Vice President of Global Product Management Device BlackBerry Emerging Solutions said Francois Mahieu, iconic BlackBerry requires something to attract the attention of users.
BlackBerry itself had always been known as a device for professionals. That is why, this Canadian company felt the need to ensure that they can deliver the latest product image to the target market professionals.
"There is the idea of a passport, I mean a real passport. We see it as a symbol of mobility of business people. If you are a businessman, you will always carry your passport," he said in an interview after the launch of the BlackBerry Passport in London, England last week.
Francois claims that most people are comfortable with the size of a passport. Travel documents are still fit into the pocket and easy to put in a handbag.
Because of its size that can be received, the BlackBerry device that was made when grasped, just like holding a real passport.
In addition, the square screen 4.5 inch x 4.5 inch Passport which features 66 characters, based on research, is a standard measure that is optimal to support working professionals. This size is ideal for reading documents and spreadsheets.
"So this is what we started. Rethinking an icon and a moment later people will say, I bring 'Passport' when traveling. I carry my BlackBerry when traveling. Was the association that we want," he explained.
Francois said that most users are now comfortable with a large screen. BlackBerry also follow the trend phablet aka jumbo phones, but with the added differentiation qwerty physical keyboard which had always been his trademark.
"In Indonesia, I saw how people leave us, switching to Samsung and iPhone. I think it's time to call them back. Yet you can not bring them back with a phone that looks the same as the old BlackBerry," he said.
Through Passport, BlackBerry tried to offer a new item that will make users comfortable with a large screen and wide, with a combination of BlackBerry qwerty keyboard.
"Basically, ask someone who has left the BlackBerry, go back, we also have reason because we listen to our customers," he concluded.
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