Research In Motion (RIM) has released three new BlackBerry smartphones running the BlackBerry 7 OS.
According to RIM, the new models are designed to address a large segment of the mobile market that includes customers looking to upgrade their existing feature phone or existing BlackBerry Curve.
The BlackBerry Curve has proven extremely popular as an entry-level smartphone, particularly in emerging markets such as Africa and the Middle East.
The new BlackBerry Curve 9350, 9360 and 9370 all feature upgraded processors, displays and memory, as well as built-in near-field communication technology.
Other features include GPS and WiFi support, as well as a 5MP camera with flash. The BlackBerry 7 OS also offers optimised HTML5 performance and faster Web browsing.
President and co-CEO of RIM, Mike Lazaridis, says: “These new models will build on the incredible success of the BlackBerry Curve line and further expand the largest global launch of BlackBerry smartphones in our history.
“The new BlackBerry Curve smartphones offer a significant performance upgrade with an unmatched mobile social experience for the millions of feature phone users in the market, as well as our existing Curve customers.”
The new handsets will be available in Canada by the end of the month, while the global release is set for early September.
Different segments
Digital consumer unit head at BMI-TechKnowledge, Ryan Smit, says RIM functions at two different market levels, with the Bold and Torch models catering for the high-end early adopters, while the Curve caters for the lower-end of the market.
“RIM might struggle with competition among the high-end device market, but it will continue to do well with the Curve in the lower-end, with its attractive price point,” says Smit.
Analyst and MD of World Wide Worx Arthur Goldstuck says the forecasts from the 2011 Mobility study have held true, and BlackBerry remains the best-selling smartphone brand in SA.
The Mobility brand momentum calculations, released in February this year, showed a strong move towards smartphones, and BlackBerry in particular, with the number of users expected to increase by six times the current amount.
At the time, 24% of the current local mobile market claimed their next phone would be a BlackBerry. BlackBerry then accounted for 4% of the total mobile market, according to the study. A relatively small segment (3%) of users said they planned to upgrade to an iPhone.
Goldstuck says: “We expect BlackBerry to remain the dominant smartphone brand into next year, with Samsung giving them a run for their money, and HTC's phones occupying a niche for high-end touch-screen users who don't want to buy into the iPhone world.”
Goldstuck adds that Android will rise fast in the local market and could potentially overtake BlackBerry in the next two years.
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