RIM expects iPhone trendiness backlash

The popularity of Apple’s iPhone is sparking a trend for users to move away from the handset, according to Blackberry vendor, Research in Motion.

Apple's iPhone may have proliferated in the consumer space but its popularity may have started to work against it, according to BlackBerry vendor, Research In Motion (RIM).

BlackBerry’s main competitors are the iPhone, Android and Windows Phone 7 handsets. It has traditionally been a brand associated with enterprise applications but has branched out to the consumer space.

iPhone has a large marketshare in the consumer smartphone space but its dominance may be waning, according to RIM.

“One thing we are hearing from our channel partners is iPhone is so mainstream in Australia that people are starting to look for something else,” RIM director, Michael Momsen, said. “We’re now starting to see people preferring to opt for something else other than the iPhone because they perhaps don’t want a phone that even their 62 year old dorky uncle uses.”

“It’s almost like an anti-trend and that is the feedback we are hearing.”

RIM has made a huge push into the consumer market to prove it has more to offer than just enterprise sensibilities. BlackBerry Messenger (BBM) has been a success story for RIM’s efforts to appeal to the consumer youth market and has already garnered over 32 million users worldwide.

According to Momsen, BlackBerry Messenger has helped RIM penetrate the teenage youth market in the UK.

While it has achieved success in consumer markets abroad, Momsen conceded BlackBerry has yet to be viewed as “hip and trendy” in Australia.

“From an Australian perspective, it is still pretty hard to go out there and say “Hey, we’re cool’,” Momsen said. “I think when you get attached to a brand perception, say, with Blackberry being more of an enterprise label, it sticks for a while.

“But we are committed to furthering our consumer business.”

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More about: Apple, BlackBerry, Messenger, Motion, Research In Motion, RIM
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Comments

D

1

“We’re now starting to see people preferring to opt for something else other than the iPhone because they perhaps don’t want a phone that even their 62 year old dorky uncle uses.”

“It’s almost like an anti-trend and that is the feedback we are hearing.”

Lol... Really? Putting down their competition by associating it with been uncool to try and kill off it's greatly successful captivation of the youth market... sounds a lot more like marketing then research to me.

Dorky Uncle

2

@1D I agree with you 100%.

Momsen, read Sales 101 - don't slag your competition! Or your potential user base!

I was probably fixing computers before you were a glint in your father's eye. Your arrogance will be your downfall, just like Novell.

Michael

3

Currently stuck with a BB bold... it is a piece of crap... slow, unresponsive, crashes out. This is the worst phone I have ever used.

Waiting for a Iphone 5... then will hand back the BB to work.

Derk

4

I have used 2 BBs, including their current flagship, The Tourch, and they were both garbage. The worst phones I have ever used, and i have been using cellphones since the early 90's. I'm using the iPhone right now and i've never been happier. Its soooo much better that the trash BB is peddling. I think BB is on a slow decline to bankrupsy.

Mike

5

Have been using the torch for two months now and it is a great
phone. A friend of mine has an I phone 4 and says it is a piece of crap. Rim builds solid phones for people who expect a quality phone that ALWAYS works, not for children who get bored easily.

herc

6

Desperate people say desperate things.

RIm is trying to create a hype to steer people away from knowing that blackberry is basically rubbish packaged in a suit

I will never ever buy a rim product., its utter bull and fools customers into thinking its something ifferent when all it is is a lame phone that does pathetic simple email

nuff said

Mark

7

Being a blackberry user for the last 5 years, I thought I would try the iPhone 4, but between the call quality and battery life, I couldn't keep it. I didn't realise you can't even change the battery over. In business, I understand why most people prefer blackberry and for consumers, I see the appeal for an iPhone.

Andrew

8

My mate and I both about 40 and in IT said over a year ago we're moving away from iPhones because of exactly what this RIM bloke said.. We were at a table of 8 people and 8 iPhones. But give apple credit as the iPhone appeals to 5-80 year olds.
I have had an 9800 torch about two weeks and it's excellent. Needs an update to fix a few bugs but a nice unit and pretty good for the first release of v6 OS.
Work has about 40 bold 9000's in the field and probably half have failed but the ones that work are a good phone. not a good ratio thou.
I must say, android is a piece of crap pushed by marketing hype.

Mike

9

This article is so very true. The iphone in Australia is just way too damn popular, that it makes me cringe with annoyingness when i see someone playing on one like a little kid. I have the BlackBerry Bold 9700 and it is a wonderfully fantastic phone. I must say i actually had the iphone 3g a while ago, and the games and abundance of useless apps just get boring. There was a time in a cafe i saw a little kid cry because their parents took the iphone away from him, that goes to show who the iphone is really for. And one last thing, lets see you iphone users txt n type on your phone blind, because with my BlackBerry i can, thats a real downfall you get if you have a touch screen "gadget" such as the iphone. Good on you RIM!

Arky

10

Yes, there is a backlash just starting. The early adopters like myself mostly picked up the iPhone 3G (original iPhones were thin on the ground here, and while people forget, it was only with 3G and the app store that it started to take off). The early adopter wave is now switching to Android phones as their iPhones come off contract (sorry RIM, nothing personal, but Blackberry has not kept up at all).

The question will be whether the trend followers on the 3GS and 4 follow the early adopters to Android phones as they come off contract themselves, or whether Apple's marketing and image can hold on. In that respect, every month delay in releasing the iPhone 5 past June 2011 leaves Apple with more and more iPhoners coming off contract without a new top of the line phone there to attract them, and the more people who jump to Android, the bigger the trend to attract others.

Arky

11

As a followup to the above comment, Android's danger is that people who dealt with early version of Android on poor quality phones will have a negative perception of it, and never mind that a recent version of Android on a premium phone by HTC or Sony Ericsson or Samsung is a light year away from Android 1.6 on a $200 cheapie from 2 years ago. The fact that Apple doesn't make a budget iPhone helps it here, the names "iPhone" and "Blackberry" are only associated with premium products. Android is associated with the bottom as well as the top.

Doug

12

Oh Dear people Michael was not criticising the Apple product he was just making a comment about its popularity. But what the reaction above does show is proof of Apples marking power as the entire brainwashed Apple scientologists came out as one. Only Apple fools have convinced themselves of their products build quality and software stability and call quality. You can only laugh at them as they pay a premium for poor quality products and pay for Apps. Come in spinner!

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