BlackBerry Storm boosts RIM's move to the mainstream

Posted: 24 November 2008

Research In Motion's (RIM) range of BlackBerrymobile phones has established itself as a firm favourite among the business fraternity and the A-list celebrity set, but its latest model could mean the brand crosses into the mainstream market - making it the phone to look out for this Christmas.

The BlackBerry Storm smartphone was announced by RIM in October this year as part of a deal with Vodafone in the UK and Verizon in the US. The announcement came following months of speculation regarding what was to be the company's first move into the touchscreen market - with the inevitable comparisons to the Apple iPhone 3G coming thick and fast.

RIM announced at this time that the BlackBerry Storm would be launched exclusively on Vodafone for customers in Europe, India, Australia and New Zealand and that the mobile phones would be equipped with the kind of technology that would be popular across a range of buyers, stating it was a phone "designed to satisfy the needs of both consumers and business customers".

Also known as the BlackBerry 9500, the Storm is equipped with an innovative screen that goes one up on Apple's iPhone. The 3.25-inch high-resolution screen is capable of displaying 480 X 360 pixels and 65,000 colours, but it is the clickable touch-sensitive element to the display that truly sets it apart from the interface of its fiercest rival. "The widescreen display gives you crystal clarity even when you're outdoors," Vodafone said in a recent statement.

"The world's first clickable touchscreen responds much like a physical keyboard and also supports single-touch, multi-touch and gestures for intuitive and efficient application navigation," the network added.

In terms of 3G capabilities, Vodafone customers will have full support for high-speed mobile broadband networks when using their BlackBerry Storm and RIM has equipped the phone with a host of features which it claims are "top-of-the-line", including global connectivity, 2100Mhz UMTS/HSPA abilities as well as quad-band EDGE, GPRS and GSM support. The browser can also be flipped between portrait and landscape orientation, which RIM believe will make website navigation "fast and easy", especially when coupled with a touchscreen interface that allows users to double-tap zoom and scroll and pan using a slide of their finger.

On its launch, president and co-chief executive officer at RIM Mike Lazaridis reiterated the BlackBerry Storm's position as being a "revolutionary" smartphone that would bridge the gap between the company's already established business user demographic and those who want the most innovative and up-to-date gadgets in their pockets. "Consumers and business customers alike will appreciate this unique combination of a large and vibrant screen with a truly tactile touch interface," he said.

However, it is not just the touchscreen that will tempt buyers now that the Storm has become available in the UK. The smartphone also features a host of familiar software facilities that make life easier for business users, such as BlackBerry Internet Service, Unite!, Professional Software, Enterprise Server and access to Microsoft Word, Excel and PowerPoint - and combines these with a plethora of other features that will appeal to the mainstream user. The phone's 3.2-megapixel camera has a variable zoom, as well as auto focus and a flash that can also be used as a continuous lighting option when using the handset to record video. GPS support allows for location-based applications such as geotagging and with 1GB of integrated memory and support for microSD and SDHD cards of up to 16GB there is no shortage of additional storage. The Storm's media player plays video back in full-screen mode and music lovers will be glad to hear that it is equipped with a customisable audio program that can be used alongside a 3.5 mm stereo headset jack - meaning most headphones will be instantly compatible without the need for an adaptor.

Of course, this is not the only handset that RIM will be hoping can tempt customers away from their rivals this Christmas as the Storm is the latest in a number of new releases that combine versatility with the latest in must-have features. The BlackBerry Pearl 8110, Bold 9000 and Curve 8310 fill out a range of mobile phones that are a clear step away from the PDA-style models that the brand may have been associated with in the past.

Announced in May this year, the BlackBerry Pearl 8110 features a trackball navigation system in addition to the manufacturer's SureType keyboard system, as well as a two-megapixel camera, microSD and SDHC support, Roxio Media Manager and Photosuite 9 LE, Bluetooth stereo and a 3.5 mm stereo headset jack. In the same month, Mr Lazaridis referred to the BlackBerry Bold 9000 as representative of "a tremendous step forward in business-grade smartphones" that he claimed offered "incredible speed, power and functionality - all wrapped in a beautiful and confident design". Previously he has been quoted as saying that the BlackBerry Curve 8310 "brings personal productivity and flexibility to a whole new level".

Vodafone released the pricing details of the BlackBerry Storm 9500 last month, advising that it could be picked up on a £35 monthly tariff as part of a two-year contract. This package includes 600 monthly minutes as well as unlimited texts on the Best for Text tariff. The Best for Talk plan, also at £35 per month, offers 700 minutes, 250 texts and unlimited landline or network to network calls. Unlimited internet and email services as well as free use of Vodafone's Find&Go satellite navigation offering are also free with these contracts for the initial six months. Nick Read, chief executive of Vodafone UK, said: "There's no doubt that this will deliver something exceptional to our consumer and business customers, helping them all make the most of their time."

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