A piece I wrote from Jakarta on RIM’s efforts to expand in those emerging markets where it had already done well:
(Reuters) – The launch in India of a new BlackBerry by Research In Motion Ltd is not just a nod to its lower-end users who love it less for its security, push email and seamless roaming than for its simplicity and its Messaging. It’s a strategy the Canadian company hopes will help fill both a hole in its balance sheet and a half-year wait for its next big thing — the BlackBerry 10 platform.
But will it work?
The handset itself won’t impress devotees: its main selling point is a dedicated side button that lets users chat over its BlackBerry Messenger (BBM) and a built-in FM radio, which lower-end Nokia phones have had for a decade. It works only on the slower 2G networks, and the camera isn’t that great. But, RIM says, that’s the point.