Introduction.
BlackBerry is a line of smartphone devices developed and designed by Research In Motion (RIM). The first BlackBerry smartphone was released in 1999.[1][2] The latest BlackBerry 7 devices were announced in the Summer of 2011.
BlackBerry devices are smartphones, which are designed to function as personal digital assistants,portable media players, internet browsers, gaming devices, cameras and much more. They are primarily known for their ability to send and receive (push) email and instant messages while maintaining a high level of security through on-device message encryption. BlackBerry devices support a large variety of instant messaging features, with the most popular being the proprietary BlackBerry Messenger service.
BlackBerry accounts for 3% of mobile device sales worldwide in 2011, making its manufacturer RIM the sixth most popular device maker (25% of mobile device sales are smartphones).[3] The consumer BlackBerry Internet Service is available in 91 countries worldwide on over 500 mobile service operators using various mobile technologies.[4] As of October 2011, there were seventy million subscribers worldwide to BlackBerry.[5] In 2011 the Caribbean and Latin America, had the highest penetrations of BlackBerry smartphones worldwide – with up to about 45 per cent in the region having a RIM device.[6]
Modern GSM-based BlackBerry handhelds incorporate an ARM 7, 9 or ARM 11 processor,[7] while older BlackBerry 950 and 957 handhelds used Intel 80386 processors. The latest BlackBerry models called "Torch" (Torch 9850/9860, Torch 9810, and Bold 9900/9930) have a 1.2 GHz MSM8255 Snapdragon processor, 768 MB system memory, and 8 GB of on-board storage.[8][9] All BlackBerry smartphones after OS 5 support up to 32 GB microSD cards.

Packaging.

All packaging is manufactured from 100% recycled fibres, 35% of which are post-consumer. These are produced under stringent ISO9001:2000 quality assurance, from a unique zero emissions facility. The new BlackBerry® Global Packaging has been reduced in size by an average of 30%, creating approximately one extra row of product for every 5 rows. This leads to a reduction in emissions when transporting. All clamshells, trays and lids are RPET - recycled plastic bottles. | | * Increased "Shelf Impact" - drawing the customer's eyes to the carton's holographic pattern * Reduces counterfeiting - an added security feature * Environmentally friendly - no Volatile Organic Compounds and full recyclability of product * Unique award winning design * Looks best on dark colours * Encrypted logo randomly built into the data stream (can only be seen with magnifier) | Appearance.

Target Customers.
Target Customer
Traditionally, Blackberry phones have been targeted to business professionals only. They were not priced or developed for the every day cellular user. The Blackberry 8900 is still primarily targeted to the business professional. The phone comes preloaded with the mobile trial version of Microsoft Office and now gives the ability to edit documents directly on your cell phone. The blackberry also targets the business professional with wireless connectivity ability on the go for faster paced Internet connections when the user needs it most.
Blackberry has also made a push with the younger generation capturing style and function. The 8900 includes an auto focus 3.2 megapixel camera that doubles as a camcorder in an effort to capture the social crowd. Along with a camera, Blackberry has also preloaded a series of games and applications such as Facebook that is targeted directly to the young and social group. RIM has also launched a new software store called Blackberry App World with hundreds of applications that target people of every sort.

We recognise the need for an India-specific business plan as it is one of the fastest growing markets. BlackBerry is perceived as a niche brand in India as it is not widely available. While the enterprise segment may have been our genesis, we now want to focus on the consumer segment which represents a large opportunity," RIM vice president (India) Frenny Bawa told ET.
As part of this, RIM on Thursday announced a distribution alliance with Redington India.
"Till now, the distribution and sales in India was handled through telecom operators. Redington will set up a retail trade channel across the country and sell unlocked BlackBerry handsets," said Ms Bawa.
The RIM-Redington partnership will initially focus on Mumbai, the National Capital Region, Hyderabad, Chennai, Bangalore, Kolkata, Pune and Ahmedabad.
"One of the key barriers to growth in India was the lack of a nationwide distribution channel. We have a retail distribution model in Western Europe and Latin America which is quite successful," Ms Bawa said.
RIM is also keen to roll out an array of India-specific mobile applications targeted at the consumer segment. "We have a wide gamut of consumer applications in the US and Western Europe. But, instead of launching them here, we want to launch localised applications in India in areas like entertainment and sports," said Ms Bawa.
Ms Bawa did not rule out the possibility of launching a BlackBerry device which is designed specifically for the Indian market. "We will position BlackBerry as a converged device in consumer segment. This will be our main differentiation as compared to competitors. The device pricing will reflect a value proposition for consumers," she said.
BlackBerry currently has a portfolio of 13 handset models in India. It haslaunched four new models over the last five months— Pearl Flip, Bold, Storm and Curve 8900. "India has been the first market globally where we have launched the Bold and Curve 8900. We will further strengthen the portfolio.
All such measures will insulate us against the slowdown," said Ms Bawa. Purpose and use of product.
BlackBerry isn't just a cell phone, it is considered a smartphone. Blackberry smartphones are for business and personal use. Their popularity has grown among wireless users, and now more than 21 million people use BlackBerry smartphones. And with more than 375 wireless networks available in 140 countries, Blackberry users never have to be without them.

Email * Your BlackBerry can be used to check email while you are on the go. You can add ten personal and work email addresses to your BlackBerry smartphone as long as they are supported by BlackBerry. Your mailbox will be updated automatically when you send, delete, or read messages.
Internet
* You can browse the full Internet using your BlackBerry smartphone. You can search for directions using your phone, check out your favorite websites and even set up RSS feeds to have your news sent directly to your BlackBerry. * Sponsored Links * OBD 2 Software for OSX
Check Engine Light On? Diagnose and Clear yourself. www.yhasi.com Mobile Streaming * You can watch news clips, sports or videos using the BlackBerry mobile streaming websites. Music can also be streamed for your listening pleasure.
Organization
* With your BlackBerry smartphone you can get organized. You can set up reminders on your calendar so you won't miss another appointment. Create a to-do list so you can make sure that you get everything completed. There is even a memo feature that allows you to jot down a quick note.
Camera
* You can snap a picture while out and about using your BlackBerry device. You can also record video on your BlackBerry. Once you get the picture you want, you can email it out to share it with someone else. *
The advent of smartphones have allowed subscribers the ability to turn these devices into virtual offices; The BlackBerry was originally released in 2002 as a smartphone aimed at keeping businesses connected with email. The device has since evolved into a complete mobile solution for business and personal communication.
The main function of a BlackBerry that sets it apart from standard mobile phones is the ability to download, read and reply to email from both personal and business accounts.
Breaking News * Anyone can be provided with up to the minute news coverage using applications called "news readers," feeds that can be tailored to any topic, blog or site the user is interested in. * Sponsored Links * SSL Certificates - thawte
Choose from a complete range of certificates with the strongest SSL www.thawte.com Always Connected * With a data plan, the Internet is always available and can be used to research a question or find movie show times.
Fun and Games * The BlackBerry extends beyond business and into entertainment: games can be downloaded, songs can be played and videos can be watched.
Making a Phone Call * The BlackBerry is a full functioning phone, with an address book, text messaging and voice mail standard in all devices.

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Bring your experiences to life

Distance is truly outdated as BlackBerry® smartphones keep everyone close. Phone, email or text your friends, family and contacts. Instant message and access social networks to immediately share your latest updates. Learn More * Email & Text Messaging * Instant Messaging * Phone * Social Networking

Find more, know more, do more. Browse the web, find your destination with mapping applications and organise all your personal data. Get the features you want and let your BlackBerry smartphone pull it all together.
Learn More * Browser * Organiser * GPS * Tethered Modem

Bring your own entertainment. Wherever you are, BlackBerry smartphone features let you listen to music, snap pictures, view clips and capture video. Learn More * Camera & Video Recording * Media Player * Music on BlackBerry * BlackBerry Media Sync

Put more of your life on your BlackBerry® Smartphone with apps that let you work, play, and do more. Load up with games, social networking, shopping, organisation and other fun and functional apps from one convenient location.
Learn More * Download the App * Featured Apps Price range From 7,999 to 30,000. The Price of Blackberry mobiles is one of the most important reasons for the success of the brand in India as it provides a fine balance between exclusivity and affordability. This list of Blackberry mobile prices in India was last generated on 2012 26th August and contain prices of 21 models. It contains Blackberry models which are available for sale on at least one online store. Market for selling.