Since its launch in June 2007 the Apple iPhone has enjoyed unprecedented success, due largely to the lack of competition in the internet connected Smartphone market. There have been attempts to challenge this dominance before; Sony Ericsson, Motorola and recently Samsung with their ‘Omnia’ phone but these have all seemed like copies of the original iPhone idea. While the phones offered all the functions that the iPhone did they failed to include any new technology, there seemed little point in switching from the iPhone, or even considering anything else, as there was nothing new on offer. Well all that is about to change.
Research in Motion Ltd has launched an attack on the dominance of the iPhone with its unveiling of the Blackberry Storm. The Storm will include all the features that iPhone users are familiar with; internet access, movie and music player, email and camera but will also have a video capture facility which the iPhone does not yet have. It will also have the world’s first ‘clickable’ touch screen. The screen compresses when tapped to mimic the feel of a real keyboard.
The Storm clearly offers an alternative to the iPhone but, more importantly to Blackberry, one of its aims is to keep customers from crossing over from Blackberry to Apple. The Blackberry has a reputation as being exclusively used by high-powered professionals whereas the appeal of the iPhone is much broader and its popularity looks like continuing for the foreseeable future. It is hoped the Storm will have the same mass appeal while at the same time appealing to the traditional Blackberry user.
RIM have recognized the need to tap into the Smartphone market which is growing due to an increasingly computer literate consumer base and a demand for user friendly, multi function, time saving devices. More and more people want to surf the internet on the move, listen to music, watch movies and take pictures without having to carry around more than one device. Add to this the popularity of text messaging, satellite navigation and social networking sites and the potential for a brand like Blackberry is huge.
RIM isn’t the only company looking seriously at the Smartphone market. As companies look for new and innovative ways to gain an edge over Apple and their competitors the Storm looks like it is only the start of what could be a huge battle for the hearts and minds of consumers.
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