BlackBerry Bolds Up with a Multimedia Smartphone
Pankhuri Bajaj, Sep 19, 2008 1202 hrs IST
The BlackBerry Bold has been officially launched in India. Our coverage inside...
Research in Motion (RIM) has finally launched its latest multimedia-capable smart phone, the BlackBerry Bold, for India. This introduction by RIM is an effort to revamp its image from being just a corporate phone-maker, to become a brand capable of offering a competitive lifestyle phone for today's demanding users.
So, why should an enterprise, or the non-enterprise user be excited to opt for the BlackBerry Bold? You'll find out ahead as we bring you comments on this -- a certain BlackBerry "Storm", in-house apps, and more -- from Jim Balsillie, Co-CEO, RIM.
The BlackBerry Bold, like its predecessors, has been tailored for the enterprise user. To address the "all work, and no play..." outlook of Blackberrys past, RIM has added 'fun' to Bold, and this smart phone doubles up as an entertainment device as well.
The BlackBerry Bold
The phone itself sports a semi-leather finish and features an improved crisp screen resolution, a 2-megapixel camera with video recording capability, DivX/XviD video playback, support for various audio formats; and has a few games thrown in. These are a few characteristics that bring this phone out of its stern corporate shell.
The Bold's 624MHz processor along with 128MB RAM powers Blackberry's productivity applications such as email, messaging, organizer and browser, along with thousands of mobile business and lifestyle applications, and of course, the phone itself.
Here are the full specifications of the BlackBerry Bold.
In conversation with Jim Balsillie
We asked Jim how Blackberry plans on shedding its corporate image and increasing its appeal to welcome consumers. He quipped that with the multimedia features of the BlackBerry Bold, he's often asked whether BlackBerry is abandoning its corporate base. His answer to both these questions was that the device is catering to both: "BlackBerry Bold is a multimedia-efficient machine; people have work requirements and people have non-work requirements, and you have to support both comprehensively."
Adding to this, Balsillie said that in the last quarter "half of our subscribers were enterprise, half of them were non-enterprise users. That being said, we've already acquired a reputation of offering security for enterprise usage, and that is our prominent reputation. But in reality, we're equal [to both consumers and enterprise users]. The video [features], the partnership announcements, activities, and the solutions we provide... you'll start to see that they're both equally important." The features he is referring to are the Bold's ability to run TiVo, television shows, a managed radio service, and also to synchronize with iTunes.
Is RIM planning its own 'Apps Store'?
If you are wondering the above, then the answer was no -- there are no plans for a 'RIM Store'. RIM's partnership strategy is that the Blackberry eco-system relies on third-party partnerships for applications and content. A delivery platform is not their core competency and RIM's philosophy is to work in 'harmony' with its partners: "We don't want to be the apps store because that's not our core competency, it's not our business." Jim Balsillie said, "We're trying the build the BlackBerry success by enabling and interfacing the harmony in that respect as opposed to containing and controlling and trying to do everything ourselves."
(Is that a not-so-subtle dig at Apple's walled-garden approach?)
He further added by saying that the company is happy with its channel partnerships in order to compete in the market. "We are not interested in competing with our partners. We do our own job well, and then we interface with the others."
Will India see any tailor-made solutions to suit our local needs, especially on price?
Balsillie replies, "We're investing in India. We're growing here and looking at making new manufacturing and logistics operations here." Elaborating on this, he says "RIM is aggressively developing a Made-in-India strategy. We're working on tailored pricing, tailored solutions, and text-specialized investment for the Indian market. That's on our agenda, by ourselves, and in collaboration with our carrier partners."
On price, Balsillie comments "investment with regards to manufacturing and logistics are being deliberated upon. This includes being able to create more tailored products for the Indian market, by creating a less expensive supply chain."
Without divulging further details, he added that this will happen soon.
On being asked about the Blackberry Storm, or a touch-screen BlackBerry in the making, he replied by saying, "At RIM, we do not talk about hypothetical products that are not announced yet. We do not wish to comment on rumors."
The BlackBerry Bold has been priced at Rs. 34,990. It is expected to be available end of September 2008 in India in collaboration with three carriers -- Airtel, Vodafone, and Reliance.
Also, you can read about Frazier Barretto's (our technology reviewer) hands-on impressions of the BlackBerry Bold here.
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