Research In Motion [RIM], makers of the pink BlackBerry Pearl, has revitalized its efforts to make devices more lifestyle friendly, appeal to a broader consumer market, and compete with the iPhone. Even with anxiety about an economic recession in the U.S. , RIM is not worried. Analysts note that mobile phones are no longer seen as a luxury item. People may hold off on making large purchases; however, cellphones have become a necessity in our society. The latest RIM products are surprisingly desirable. Their future looks bright.
BlackBerry maker jazzes up goods for broader appeal
By Wojtek Dabrowski
Reuters
Jan. 27th, 2008
Research In Motion (RIM.TO) (RIMM.O) has leapt into the retail consumer market with products such as its pink BlackBerry Pearl, a candybar-shaped e-mail phone stuffed with multimedia goodies, exposing itself to shoppers' fickle tastes and competition from Apple Inc's (AAPL.O) iPhone. Its devices now include more "lifestyle" features like television, music players, cameras and Facebook social-networking software for broad appeal.
"I think the whole social networking phenomenon is quite substantial," RIM's co-Chief Executive, Jim Balsillie, told Reuters in an interview.
His comment highlights a big shift for the Canadian company, which first made its name supplying blocky handsets that executives, lawyers and politicians used to send secure e-mails to their offices and clients.
The departure from that mainstay has produced strong early results, as RIM added BlackBerry subscribers at a rapid clip and posted profits that consistently beat analysts' expectations....The strategy has also put the company in head-on competition with the iPhone, launched in the United States at the end of June.
http://news.yahoo.com/s/nm/20080127/tc_nm/rim_dc;_ylt=AvQTUIDwZH2pt71mOt6rwAsjtBAF
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