RIM Causes a Storm

By: Nathan Burley, Analyst, Ovum
(Business News & Technology News, 10 Oct 2008)

This touch-screen device will inevitably be compared to the iPhone. However it does have unique features such as multi-tap clickable screen with separated navigation from confirmation domains, longer battery life, expandable memory with micro SD, more Bluetooth profiles, full qwerty keyboard in landscape mode, and it's a Blackberry, which means associated security and integration. RIM also claims the device has been in development since before the first iPhone was announced so should therefore not be directly compared.

The Storm adds another impressive device to the Blackberry portfolio and continues RIM's evolution outside its core market into "prosumers" and consumer segments. At first look, the Storm seems an excellent addition but to continue growth in the consumer market RIM must consider diversifying its handset line-up further and produce more focused consumer-oriented/multimedia devices. RIM must be careful however not to bite off more than it can chew—diversification into a broader focus consumer company brings considerable challenges.

The Storm will target the higher-end of the market and big screen motivated buyers. It is also expected that the Storm will be priced lower than the BlackBerry Bold. In the Asia-Pacific region, the phone will be initially available as a Vodafone exclusive in Australia, New Zealand, and India. Other markets are expected to be announced shortly.

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