BlackBerry now touts Messenger to woo the young

Last Updated: Tuesday, July 20, 2010 - 13:41

Toronto: Facing a fierce onslaught from Apple’s iPhone 4 and Google Android devices, BlackBerry maker Research In Motion (RIM) is pulling out all the stops to woo consumer and youth market.

The Waterloo-based Canadian wireless giant has just launched TV, Internet and poster ads to woo young people in North America by playing up its BlackBerry Messenger (BBM) which is extremely popular among its professional and corporate clients.

More than 25 million of the total 46 million BlackBerry subscribers worldwide use BlackBerry Messenger. According to RIM co-CEO Jim Balsillie, BlackBerry Messenger is so popular that its use has shot up nearly 500 per cent during the fiscal.

In fact, at the RIM’s annual shareholder meeting last week, BlackBerry Messenger was the toast of the evening, with television commercials highlighting the software for its better network efficiency against competition.

The new commercials are targeted at young people who toast iPhone 4 and Google Android smart phones as shown by recent reports on the market share of big players.

According to reports, BlackBerry Messenger seems to be having an impact on young people in North America where BlackBerry still controls 40 per cent of the market.

The appeal of BlackBerry Messenger has been attributed to almost instant delivery of message thanks to RIM’s ‘push’ architecture, while other messaging applications cause delay of up to 20 seconds in delivery of message.

Its appeal to young people is also enhanced by the fact that BlackBerry’s network is private. Thus, BlackBerry Messenger offers them privacy unlike a regular text message in which the recipient’s phone number appears on the phone bill.

Further, BlackBerry Messenger comes almost free as it is covered by the BlackBerry data plan, leading to just nominal charges.

In its fight to maintain its supremacy, the Canadian company is also likely to release later this year its rumoured touchscreen phone with a sliding keyboard, a new Internet browser and a BlackBerry tablet to compete with Apple’s iPad.

But even as the company has reported 24 per cent rise in its revenue over the previous year, its stock has lost 30 per cent of its value this year, raising worries among investors and shareholders.

IANS

Hyderabad: The Telugu Desam Party (TDP) is gearing up to block Maharashtra Chief Minister Ashok Chavan`s entry into Andhra Pradesh when he is scheduled to visit Puttaparthi in Anantapur district Wednesday.

Chavan, an ardent devotee of Satya Sai Baba, is scheduled to arrive by a special flight tomorrow morning in Puttaparthi and proceed by road to Prasanthi Nilayam, the
abode of Baba.

With Maharashtra government arresting its chief N Chandrababu Naidu and 74 other leaders when they sought to visit the Babhli irrigation project site, the TDP is bent on
preventing Chavan from going ahead with his plans.

The TDP rank and file is literally seething over Chavan on the manner in which a leader of Chandrababu Naidu`s stature has been treated by the Maharashtra government and the
police "excesses" on the party legislators arrested there.
The TDP is mobilising its cadre to stop Chavan at the Puttaparthi airport itself and not let him step into the district.

Senior TDP leaders here have informed Chandrababu Naidu about Chavan`s scheduled visit to Andhra Pradesh.
"We are discussing the issue and we shall chalk out our plan of action by tomorrow," senior TDP MLA from Anantapur district Payyavula Keshav said.

"We will certainly prevent his entry into the state," he asserted.

PTI




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