RESEARCH In Motion Ltd is launching a new high- end version of the BlackBerry aimed at its core base of business users, but it hopes the sleek device will also catch on in the broad retail market. The BlackBerry Bold, as the new smart phone is called, is the first BlackBerry to support high- speed HSDPA cellular networks and comes with integrated GPS, Wi- Fi and a host of multimedia features. “ Its really a step up in function in many core aspects of the system,” RIM Co- CEO Jim Balsillie said.
The smart phone rolls out globally this summer and will cost between $ 300 and $ 400. AT& T will be its lead carrier in the United States. While Waterloo, Ontario- based RIM hopes the Bold will entice corporate users to upgrade the handsets they currently use, Balsillie said he “ wouldn’t be surprised if it gets picked up by the consumer”. The device will be a test of whether the shaky US economy is making corporations less willing to spend on new wireless hardware. Some analysts have expressed concerns that companies will delay upgrades or cut back on spending on items such as the BlackBerry.
RIM helped dispel such worries last month when it delivered a higher fourth quarter profit and a robust outlook. The Bold features the most vivid display ever on a BlackBerry, a 2-mega pixel camera with video recording capability, and a media player for watching movies and managing music collections. This isn’t the first time a BlackBerry is being loaded with multimedia features to catch the eye of the retail customer.
RIM has actively worked at diversifying its client base away from the executives, lawyers and other professionals who use the BlackBerry for sending secure wireless e- mail. More than a third of RIMs 14 million subscribers are now classified as non- government and non- corporate. This pursuit of consumers has put RIM in increasingly direct competition with devices such as Apples iPhone that target the broad consumer market. Still, Balsillie said the Bold is aimed first and foremost at the business, or enterprise, audience. “ Its pretty fair to say that the Bold does quite a job for cementing our leadership in the ( enterprise) side,” he said. “ We understand our roots and we understand the priority there.” RIM also announced that, along with Royal Bank of Canada and Thomson Reuters it will launch a $ 150 million venture capital fund that will invest in applications and services for the BlackBerry and other mobile platforms.
The smart phone market is shaping up like a three- horse race in 2008. BlackBerry remains the leader, Windows Mobile continues to make slow and steady progress, and Apple has come out of nowhere with the hottest and most widely hyped product of the year to become a good contender with its iPhone.
A survey carried out by IT analyst firm Canalys revealed that the iPhone surpassed Windows Mobile in market share in Q3 of 2007. Four firms, Bharti Airtel, Reliance Communications, Vodafone- controlled Vodafone Essar and BPL Mobile provide BlackBerry services in India.
RIM does not give country specific user numbers. A spokesman for India said the company had 14 million subscribers globally as of the quarter ended March. India had asked telecom firms not to provide certain BlackBerry services until proper monitoring systems are in place. It had also written to RIM asking it to install servers in India.
Currently, RIMs servers are placed in Canada. The move came after security agencies raised concerns the service posed a risk as emails sent on BlackBerry could not be traced or intercepted by Indian security services since the servers were placed in Canada. Security agencies said terrorists and other anti- national elements could use this loophole to wreck havoc in the country.
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