At a recent press event announcing the availability of the BlackBerry Curve (BlackBerry 8300), the latest in the 8000 series models of the popular wireless handheld by Canadian device-maker Research In Motion (RIM), Jesus "Boboy" C. Romero, head of the Enterprise Business Group (EBG) at Globe said they would now be aggressively promoting Blackberry for consumers.

"Right now the biggest bulk of users of our BlackBerry devices are from the corporate rather than from the consumer side because in the past the BlackBerry units were so big and bulky and doesn’t appeal to the style-conscious and savvy consumers. But now, with these new line of BlackBerry, our expectation is that we will be enticing more of our consumer market to get BlackBerry devices because of the wider choice of phone models available today," Romero said.

The Blackberry Curve, to date, is the smallest and lightest full QWERTY BlackBerry handset featuring a smooth and friendly design and delivering the renowned BlackBerry email and messaging experience, premium phone features, intuitive trackball navigation system, 2 megapixel camera, fast web browsing and powerful multimedia capabilities.

BROADER MARKET APPEAL

Following the tradition blazed by the BlackBerry Pearl (BlackBerry 8100), the first in the series of RIM’s revamped handheld models aimed to attract more non-corporate users, the BlackBerry Curve features a liquid silver finish, chrome highlights, smooth edges and soft curves packed in an impressively small and lightweight design at 4.2’’ x 2.4’’ x 0.6’’ and approximately 3.9 oz. The ultra-bright 320x240 display brings images and video to life and includes RIM’s light sensing technology that automatically adjusts backlighting levels for indoor, outdoor and dark environments.

Romero, who a few months back also lead the successful launch of the BlackBerry Pearl, said these development is a clear indication that RIM is well attuned with what the consumers need. "With our strong partnership with RIM, Globe customers now can stay connected to the people and information that matter most, using a BlackBerry mobile solution that is both stylish and functional," he said.

Norm Lo, RIM Vice President for Asia Pacific, who flew in town for the product’s launch, pointed out that the BlackBerry Curve is a powerful and easy-to-use communications tool that helps people be more productive and successful in their personal and professional lives by combining an impressive array of features that are important to mobile professionals. "We are very pleased to be working with Globe to bring this well-balanced handset to the Philippine market," he said.

The RIM executive said the BlackBerry Curve was first launched in the US market last June and is currently being rolled out in partnership with Asia Pacific operators in markets such as India, Singapore, Hong Kong, Japan and the Philippines. To date, RIM subscribers base has reached over 10 million.

"One of the keys to our success is also obviously our relationships with the channels, and certainly our relationship with all our carrier partners like Globe in the Philippines, not only in terms of distribution reach but also in terms of bringing products to the marketplace, is evident of that fact," said Lo.