Research In Motion is betting that the addition of more multimedia features to its BlackBerry handheld line will help the company continue its strong growth. While the email functionality of BlackBerry is market leading, the devices have a more limited approach to multimedia than other smartphones.
"We'll be definitely supporting more forms of media, it's a big part of our direction," Jim Balsillie told Reuters, adding that delivering features such as photography, music and video with the BlackBerry "opens up some bigger markets".
At least one analyst believes that Apple will partner with RIM to create a "AppleBerry" that merges multimedia in with the more traditional BlackBerry.
I agree that business customers want those things but more and more Non business customers are looking at BB's. Hopefully RIM will realize the 2 different groups out there.
Business users don't want cameras and streaming video and all that stuff. They want email, phonebook, calendar and great battery life. They should spend their time making the core functions work better instead of adding on stuff that lawyers and doctors aren't going to use. Kids aren't going to be using BlackBerries, they just don't have the cool factor.