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Did the BlackBerry Ltd (BBRY)’s Leap Target Market Receive It Well?


BlackBerry Ltd (TSE:BB)(NASDAQ:BBRY) targeted the Leap smartphone as a device for young professionals who want a fashionable phone that also supports production. From lower pricing all the way to stronger battery power, BlackBerry no doubt struck the right chord, with Leap.

BlackBerry Ltd (NASDAQ:BBRY) made a significant departure from its tradition by making Leap an all touchscreen smartphone. The company knew very well what it was up to – luring junior executives with a device that supports work and play without any annoying compromise.

Lower pricing

Blackberry hopes that companies will tap into the production power of Leap and roll it out for their young executives. The company has been able to put a modest price on Leap compared to Passport and Classic. The idea is to encourage adoption of Leap for enterprise application.

In the U.K., for instance, Leap goes for 199 pounds, which compares with 349 pounds for Classic and 400 pounds for Passport. The prices are inclusive of VAT.

Battery life

The device gives 25 hours of battery life when put into mixed usage, which is just right for the production tool that it is.

Hardcore hardware

Leap avoids unnecessary decorations to ensure that it remains the productivity tool it is meant to be. The device is also designed in every sense to ensure that it is able to survive hard drops than say Samsung Electronics’ Galaxy S6 Edge.

The Leap runs on BlackBerry 10 operating system and comes with Hub feature that makes BlackBerry handsets great for reading emails.

Leap compromises

BlackBerry Ltd (NASDAQ:BBRY) has been able to keep the cost and price of Leap low by making a number of compromises, especially on the processor. The device is powered by1.5GHz Qualcomm MSM 8960 chip that it used in Z10 and Classic. The company has also excluded some sensor features to make the device as simpler and usable as it can get.

Target market

BlackBerry Leap is currently mostly in use among government, finance and employees in other sectors where communication security is a matter of top priority. The attractive pricing of the device and the tweaks that have gone into it to make it a production tool means that it strikes the right chord with the target audience, and so far is so good for BlackBerry and Leap.

Currently if you’ve ended up with a Leap the probability is high that you were given it by your employer. The device is most commonly found in the government or financial sectors where Blackberry handsets with BES management software are most prevalent.

Neha Gupta

Neha Gupta has been in the financial space for over six years now. Gupta earned her MBA degree from Symbiosis Centre of Distance Learning in 2009 and her passion for finance led her to pursue Chartered Financial Analyst (CFA) course. She has successfully completed Level II of her CFA. She is a veteran in article writing, which is depicted in her numerous pieces published on SeekingAlpha, Nextiphonenews, InsiderMonkey, MarketWatch, and Techinsider. Her crisp and eloquent writing finds its best place in Researchcows, where emphasis is given on developing rich content for various websites, products, business plans, trainings, and book writing.

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