Although RIM has tapped the consumer market and become somewhat of a contender, partners and developers are pushing for more.
Powerful Droid smartphones and the popular, user-friendly iPhone may finally be getting to RIM as they plan to release several consumer related devices sporting a new OS and updated browser in the coming year.
It is no secret that RIM focuses the BlackBerry line around their email function, which is still the best out there.
However, times are changing and devices that feature high-end user experiences and oodles of app choices are becoming the deciding standards for users.
RIM has plans to release a new BlackBerry clamshell device, the 9670, as well as the Bold 9650, which promise better usability, an updated OS 6.
0, and improved multimedia capabilities including an updated browser.
Rumors are also persisting about a new BlackBerry slider model featuring a slide-out keyboard.
RIM needs to enhance the BlackBerry's reputation for being a great email device by adding "coolness" to the brand image.
With the release of these new devices, the BlackBerry may be able to put functionality, usability, and fun ahead of it's already great email support.
Will these new devices live up to expectations and put RIM head to head with Droid and iPhone in the "must-have phone" category? Time will tell but RIM and the BlackBerry are finding themselves in the awkward position of playing "catch up" as their bread and butter email devices are becoming less of a deciding factor in recruiting new users.
If RIM can capture both professional and consumer interests, the BlackBerry will see even more phenomenal growth in the future.