RIM launches new Blackberry 7 devices

Research in Motion (RIM) launches new Blackberry smartphones

RIM, the creator of Blackberry and the Playbook tablet, has unveiled five new Blackberry devices to boost sales after losing customers to iPhone and Android phones.

Among the five BlackBerry devices introduced were two touchscreen phones. This will be RIM's first attempt to crack the non-QWERTY phone ever since the Blackberry Storm range was ill received by RIM customers. These new devices are set to become the next generation of Blackberry phones as they will run on the Blackberry 7 operating system which can access the internet 40 per cent faster than the BB6 OS. However two of the new products which RIM are bringing to the market are simply CDMA versions of the other newly announced smartphones.

The devices which RIM has launched are the BlackBerry Bold 9900 and 9930; the Blackberry Torch 9810 with a touchscreen and slide out keyboard; and the Torch 9850 and 9860 which also have touch pads. Mark Baker, online marketing manager at theEword, said: "The introduction of fresh and innovative products is necessary for any mobile phone company that wants to stay on-top within this competitive market. In recent years, customers have favoured iPhones and Android phones so RIM clearly has some catching up to do."

Why is RIM launching big?

RIM co-chief executive Mike Lazaridis stated: "This is the largest global launch of BlackBerry smartphones in our history". As RIM's market share has steadily decreased over the past two years, this introduction is set to increase customer interest in Blackberry devices and potentially stabilise RIM's position within the market.

The introduction of Google's Android and Apple's iPhone has resulted in RIM losing popularity. The rise of the touchscreen phone saw Blackberry, with its QWERTY keyboard, lose favour as many users wanted to try new products on the market. However the launch of 5 new Blackberry devices, which tap into this touchscreen popularity, shows that RIM will fight for its customers and its place on the smartphone market.