In a quest for relevance RIM introduces new BlackBerry phones

In a quest for relevance RIM introduces new BlackBerry phones

Summary: New models of the BlackBerry Bold and Torch product lines have been announced running the BlackBerry 7 OS. It is not likely they will stem the desertion of BlackBerry customers underway.

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Research in Motion (RIM) wants us to know that reports of its impending death are greatly exaggerated. The company has announced new BlackBerry models that run the BlackBerry 7 OS which according to RIM "offers a best-in-class mobile communications experience that customers love". The new phones will be launching globally later this month, and are refreshed models of the BlackBerry Bold and Torch handsets.

The new BlackBerry Bold 9900/9930 are the thinnest BlackBerry phones yet, and combine a touch screen with a QWERTY keyboard. NFC technology is enabled making mobile payments a possibility, although no system was announced by RIM to take advantage of it.

The other new models are based on the BlackBerry Torch phone, with models both with and without a QWERTY keyboard. The Torch 9810 has a 3.2-inch screen and a sliding keyboard, while the 9850/9860 has a 3.7-inch display and no keyboard. RIM seems to be trying to cover its bases with the Torch by offering totally different styles under the same product name. This may end up confusing potential customers.

BlackBerry 7 is the newest version of the OS that precedes the company's switch to the QNX OS as found on the PlayBook Tablet. BB 7 is widely viewed as a stop-gap solution until the switch to QNX happens next year, and is a somewhat lame duck OS as a result. While BlackBerry enthusiasts will like these faster phones with the better web browsing experience in BB 7, they will not likely stem the desertion of existing customers RIM is undergoing.

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Image credit: Research in Motion

Topics: BlackBerry, Mobility, Security

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  • RE: In a quest for relevance RIM introduces new BlackBerry phones

    BlackBerry is a broken brand. With the outages they have and stiff competition from Android and iOS giving users the media and web experience they want more quickly than BB could has RIM on the ropes. Along with the 'business phone' moniker it limited marketing of their phones to the average consumer where Andrioid and iOS won, and with more Enterprise focus on these devices, BlackBerry will only erode more. I predict a buyout by Microsoft/Nokia.
    hjenkins1
    • Blackberry is not a broken brand.

      @hjenkins1. RIM are losing market share, but nothing lasts forever and the shine of Apple and big screened androids isn't going to last forever either. RIM is not broke and not broken brand-wise. They have their niche and will soon stop losing ground. The world is a big place and there are other phone users and uses other than facebook-posting hipsters with 500 dollar phones and drink one dollar PBR.
      Leroy Farted
    • RE: In a quest for relevance RIM introduces new BlackBerry phones

      @hjenkins1 Apple ipad banned in russia, playbook approved in USA russia and australia for govt. use. Major japanese business corporations are rejecting the ipad for being too limited for business uses. check the link.<br><a href="http://www.bloomberg.com/news/2011-07-26/apple-ipads-shunned-by-japanese-salarymen-hanging-on-to-laptops.html" target="_blank" rel="nofollow">http://www.bloomberg.com/news/2011-07-26/apple-ipads-shunned-by-japanese-salarymen-hanging-on-to-laptops.html</a><br>Do you still think rim is dead? ios is better? come on it just a tiny piece of toy and soon the child will throw it away. a blackberry is forever. hard rock like substance and workability that does not go away.
      augustus_rome
      • RE: In a quest for relevance RIM introduces new BlackBerry phones

        @augustus_rome it will come down to cost and security for most businesses. In order to use a Blackberry you need to get BES (Blackberry Enterprise Server), maintain a server with Windows licenses (physical or virtual) and then pay for a contract with RIM. You can save money using iOS, Android or WM7 and ActiveSync.

        The iPad is being widely adopted in the Enterprise, a quick look on Google will tell you that. They might not be big in Japan but in the US they are: http://gigaom.com/apple/ipads-enterprise-growth-bested-only-by-iphone/ and http://reviews.cnet.com/8301-31747_7-20081894-243/ipad-ios-adoption-heating-up-the-business-world/.

        Yes iPads are limited but so is a SUV versus a moving van, doesn't mean that it won't have success.
        scherzva@...
  • RE: In a quest for relevance RIM introduces new BlackBerry phones

    I doubt Andrioid will be relevant in a few years time as its no longer be 'free' once the lawsuits are settled.
    owlnet
  • RE: In a quest for relevance RIM introduces new BlackBerry phones

    RIM is that kid at school that did something super cool once and everyone liked him for a week, and then they ignored him again. Now that kid is grasping at straws to do anything for the attention he once had.

    "Come on people, we are still cool! Aren't we?" Should be the Blackberry slogan.
    Bates_
  • RE: In a quest for relevance RIM introduces new BlackBerry phones

    Blackberry 6.1 as 7.0... ha ha... RIM you gotta be kidding... Government agencies seem to move faster than you... It is time for you to RIP
    browser.
    • RE: In a quest for relevance RIM introduces new BlackBerry phones

      @browser. the govts. have moved fast specially the russian govt. in BANNING THE IPAD FROM GOVT. USE. Usa australia and russia approved playbook for use.
      corporations in japan rejecting the ipad.
      the news are all ove the net just google it.
      augustus_rome
  • RE: In a quest for relevance RIM introduces new BlackBerry phones

    There's a video from Vodafone UK of the 9850/60 in action, http://t.co/7nKZD1g, looks pretty smart
    Goffee71
  • RE: In a quest for relevance RIM introduces new BlackBerry phones

    We don't need more new Blackberrys, especially their second rate touch screens and RIM management has been apalling BUT don't forget when we are out there on business, trying to keep in contact, all balls in the air,BLACKBERRY IS THE BEST!
    drjimswan@...