RIM Courts Broader Market with BlackBerry Curve

May 03, 2007
BlackBerry Curve

Research In Motion is rolling out the smallest and lightest full-keyboard BlackBerry smart phone yet, a new multimedia-laden device aimed at broadening the market that it seeks to conquer.

Aside from all of the standard calling and wireless e-mail functions RIM's devices are known for, the new BlackBerry Curve comes with a 2-megapixel camera with 5X zoom, built-in flash and a full-screen viewfinder.

It lets users watch videos and play music like other BlackBerries, but also comes with an advanced media manager program and a photo editor as well.

The Curve follows on the success of the BlackBerry Pearl, which debuted last September to rave reviews and has sold very well for the Waterloo, Ontario-based company.

The Pearl, however, did not feature a full, so-called QWERTY keyboard which some users prefer.

"For those that were eagerly awaiting for a Pearl-like design with a full QWERTY keyboard, this is it," RIM co-Chief Executive Jim Balsillie said in an interview.

The Curve's bells and whistles are aimed at high-end customers who are willing to pay top dollar for stylish looking smartphones with multimedia capability.

While the Curve is still a device for professionals and so-called "prosumers," RIM hopes its heavy multimedia focus will broaden the market to high-end retail consumers.

Balsillie and RIM did not announce a price for the Curve, but the device is expected to be available for around $200 through carriers around the globe.

While the BlackBerry has become a staple among lawyers, politicians, business executives and other professionals, it has yet to penetrate the retail consumer market to the same extent.

One key hurdle for widening the audience for the BlackBerry has been its price, as a fully-loaded smartphone with wireless e-mail capability is much more expensive than most cellphones available on the market today.

However, that is beginning to change, Balsillie said, with some plans for the BlackBerry now offering the device for free or for less than $100.

Copyright 2007 by Ziff Davis Media, Distributed by United Press International

Explore further: Gift Guide: Strong photo, video gear options

add to favorites email to friend print save as pdf

Related Stories

BlackBerry blackout is new threat to brand

Oct 14, 2011

The longest BlackBerry outage in many years left customers outraged this week, threatening to cost the granddaddy of all smartphones more business when it's already struggling to keep up in a crowded marketplace.

BlackBerrys buzz back to life after long outage (Update)

Oct 13, 2011

BlackBerrys across the world buzzed back to life Thursday, leaving customers outraged and threatening to cost the granddaddy of all smartphones more business when it's already struggling to keep up in a crowded ...

Verizon big winner from having iPhone? Not so fast

Jan 10, 2011

Verizon Wireless would seem to be a big winner after its expected announcement Tuesday that it will start selling the iPhone and break Apple Inc.'s monogamous relationship with AT&T Inc. in the U.S.

Recommended for you

Ear-check via phone can ease path to diagnosis

Dec 18, 2014

Ear infections are common in babies and young children. That it is a frequent reason for young children's visit to doctors comes as no consolation for the parents of babies tugging at their ears and crying ...

Gift Guide: Home products come with connectivity

Dec 18, 2014

Do you really need an app to tell you to brush and floss? It seems every household appliance is getting some smarts these days, meaning some connection to a phone app and the broader Internet. But then what?

BlackBerry launches Classic in last-ditch effort

Dec 17, 2014

(AP)—BlackBerry is returning to its roots with a new phone that features a traditional keyboard at a time when rival Apple and Android phones—and most smartphone customers—have embraced touch screens.

Tag Heuer changes tune, now looking at smartwatches

Dec 16, 2014

Barely a few months after dismissing Apple's smartwatch, the new chief executive of luxury Swiss watchmaker Tag Heuer conceded Tuesday that such a hi-tech gadget might after all have a place in his firm's ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.