BlackBerry Passport revelation: Smartphones are being "reinventing"

The first batch sold out within 6 hours, in the United States and a single Taiwan was sizzling to 700 U.S. dollars, the stock price rose. This seemingly "iphone" of a series of consumer market realities recently occurred on the BlackBerry. Yes, the BlackBerry.

Thorsten Heins, a former CEO of the company, may not have imagined that a year later, a native of Jiangsu, born in Hong Kong, has brought the possibility of a repeat burn to the BlackBerry. The fire was not up, but the flames were dimly visible.

Some say that passport has brought this "luck" to the BlackBerry, but you cannot deny that the consumer market has changed the cognitive judgment of smartphones in recent years, which is behind the BlackBerry.

Marketing research company Juniper
In a report in September this year, the study said the global smartphone shipments in 2014 would reach 1.2 billion units, up 19% from 2013. Among them, "low-cost" smartphones with a price of 75 to 150 dollars and "ultra-low priced" handsets below 75 dollars are keeping sales growing. Even in developed markets, smartphones are "infinitely" close to saturation, but high-end suppliers are still sweeping consumers who want to enjoy "super luxury" products.

It is worth mentioning that while smartphones are growing slowly, people using two or more smartphones are starting to grow. Obviously, this phenomenon is more in developed markets or developing countries. In the selection of the second mobile phone, consumers more value personality definition, matching index and cool degree, will indirectly ignore the function, price and brand and other basic selection needs.

Simply put, two or more smartphone users will use the iOS or Android devices as a "main machine", when the purchase is rational enough, taking into account all the possible use of the scene and product functionality coverage. However, the tendency to design products outside the larger screen is more suitable for consumers to "highlight" their own, different from others, the purchase also become sentimental.

At the same time, consumers are looking for brands and products that are consistent with their social values and contain a wealth of symbolic significance. Many companies use consumers this "weakness" in the product to do more humane at the same time, access to Word-of-mouth.

And the stage of "cool" can make this group of consumers crazy, they will be the first time in line to buy the latest electronic equipment, will use the experience of graphics and text, video sharing to Instagram, Youtube, only belong to that "a handful of people" of "intracranial climax."

If measured from the above point of view, such as sharp Aquos Crystal, BlackBerry Passport, SONY Xperia Z3, Panasonic CM1, Smartisan T1 and other mobile phones will be with this "hot" to achieve a sales breakthrough.

If you look at the changes in consumer perceptions of smartphones from a macro perspective, you'll find that it's not just the BlackBerry, but it's possible that many of our familiar brands will "go back" to "smart phones". If your eagle-eyed, will find that the previous mentioned sharp, SONY, Panasonic belong to the era of the most representative of the Japanese mobile phone, they are thriving because of mobile phones and the decline in mobile phones, but the design and functional needs of the consumer group still need to be able to take the hand of the "second mobile phone."

Remember Motorola V3? The "Hoot" feature machine came to Earth before the iphone, I do not expect today it can be as good as new placed at my table just to listen to the crisp "Hello Moto", but pay attention to thin, high endurance, design style, vertical function of the smartphone will continue to continue to "burst."

Thorsten Heins, in early 2013 at the experience conference, announced that Rim, which has nearly 30 years of history, officially renamed the BlackBerry. Thorsten Heins says they "re inventing" rim, the company. Yes, smartphones are also being "reinventing".