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.”

Follow the author of this article on Twitter

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags iPhoneapple iphoneRIM BlackBerry

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?