• Sweden edition
Blackberry looks to crack Swedish smartphone market

Blackberry looks to crack Swedish smartphone market

Published: 11 Nov 2011 12:14 GMT+01:00
Updated: 11 Nov 2011 12:14 GMT+01:00

Canadian telecom giant RIM is trying to break into the Scandinavian market and make consumers choose the Blackberry instead of the highly popular iPhone.

“It is a very tough market, but we love challenges”, said Paul Lucier, European Manager of RIM, to news agency TT.

It is unusual that a telecom manufacturer that's not very well established and has its own type of operating system is trying to break in to the market this way.

Especially since Apple has gained such strong ground in the area since the release of the iPhone on the Scandinavian market.

However, most Swedes may only have heard the name Blackberry in films or on TV, but in several other European countries the company is amongst the top-brands of smart-phone manufacturers.

The Blackberry is the most common type of mobile phone in both the UK and the Netherlands, according to TT.

One of the main sales pitches for the phone is that all data traffic goes through the company’s own server, making it a safer network in comparison to other brands, especially in terms of encrypting data.

This has also helped making Blackberry the brand of choice at US authorities as well as the US military and Nato.

But there is another prominent feature to Blackberry, which may well make a difference for consumers.

Most of the Blackberry mobile phones still have keys on the handset, rather than touch-screens.

“Many mobile phone users today seem to have to compromise when they use a touch-screen mobile. I know for sure there is a large number of people who prefer using normal keys on the handset”, Lucier told TT.

TT/The Local/js (news@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

14:27 November 11, 2011 by byke
Is this a paid advert by any chance?

If so, doesnt the local think it should state it was a sponsored article?

Blackberry / RIM have been loosing customers for years and are currently embroiled in legal action between itself and many of it customers who have suffered from phone outages because of failure by RIM to ensure a consistent network.

There are also huge privacy concerns after they gave into pressure regarding privacy for certain governments (India etc).

Thirdly, while blackberrys may have been the phone of the past for US authorities, this has changed significantly and is no longer the case.

Forthly, the "playbook" has been an absolute failure with many of the features and promises advertised, to be either delayed discontinued or not available.

To put it plainly, RIM is the Canadian equivalent of SAAB.

But obviously if you want to buy a so called "Smart" phone (I use that term very loosely here) Rim does sell phones with a keypad if you want the retro feeling along with software that has a retro feeling.

See the Main man of Blackberry walk off when questioned about it here :


Article shown Here :

15:14 November 11, 2011 by lovedealer76

RIM is counting on it's new operating system call BBX to rival IOS and it's certainly is a fantasic OS,wait and see when it show's up next year on keyless hardwear,just complete touch user interface,like nokia N9
15:33 November 11, 2011 by karex
Well see, many people prefer the Blackberry because it DOES have standard keys. If they go keyless they'll probably loose a large part of their customer base. I don't much care for touchpads since they seem to have been made for Hansel and Grethel fingers AFTER they were starved by the witch... The ones whihc accept stylus are OK, but the heat-activated touch pads are a pain to use. But I guess the bottom line for Blackberry will be price...
21:55 November 11, 2011 by swedejane
"One of the main sales pitches for the phone is that all data traffic goes through the company's own server, making it a safer network in comparison to other brands, especially in terms of encrypting data."

Hahaha...yeah, until all of their servers crash like they did a couple months ago. RIM must be smoking crack if they think they are going to sell more than 5 devices here. They're ugly and they have no apps. Good luck with that!
04:24 November 12, 2011 by jimfromcanada
My blackberry works very well, and the blackberry messaging service does not cost me anything. All the functions I need are on the Storm model that has a large touchscreen that I can use without reading glasses. It has the slideout qwerty keyboard, for those who need the tactile experience as well.
14:17 November 14, 2011 by byke
Just when thought things could go worse for blackberry, google has announced its dropping support for blackberry gmail users.


And then Greenpeace has voted it the worst phone maker.

Today's headlines
Police seeking missing Swede in London
Sofie Marie Jansson, who is currently missing in London. Photo: Metropolitan Police

Police seeking missing Swede in London

British police have issued a plea for tips in the search to find Swedish national Sofie Marie Jansson who hasn't been seen for almost a week. READ () »

University applications rocket to record high

University applications rocket to record high

Swedish universities continue to draw vast amounts of applicants with the number of prospective students seeking a third level education increasing for the seventh year in a row. READ () »

Man jailed in US over Lars Vilks murder plot
Swedish artist Lars Vilks pictured in New York in 2012. Photo: Linus Sundahl-Djerf/TT

Man jailed in US over Lars Vilks murder plot

American authorities have sentenced a 20-year-old accomplice of 'Jihad Jane' to five years in prison for an attempted terror plot to kill Swedish artist Lars Vilks, after getting involved with the murder plans when he was a teenager. READ () »

Sweden scraps 'new start zones' after EU input
Integration Minister Erik Ullenhag visits a school in Tensta, one of the neighbourhoods mentioned when he and his colleagues first floated the new start zone proposal. File: TT

Sweden scraps 'new start zones' after EU input

Sweden has abandoned a plan to ease taxes for small companies in blighted areas after the European Commission challenged its legality. READ () »

'Easter eggs an invitation to spread germs'
A typical Swedish Easter egg. Photo: Jessica Gow/TT

'Easter eggs an invitation to spread germs'

A Swedish microbiologist has warned that traditional Swedish Easter eggs laden with candy are an open invitation to the spread of bacteria and viruses. "Is this really a good idea?" he asked. READ () »

Jammed truck snarls Stockholm rush hour
Photo: Anders Wiklund/TT

Jammed truck snarls Stockholm rush hour

PICTURES: A truck got wedged inside a tunnel in central Stockholm on Thursday, with authorities concerned the accident may have damaged cables in the tunnel's ceiling. READ () »

Kids in Victorian garb mark Swedish Easter
A Swedish Easter witch holding daffodils. File photo: TT

Kids in Victorian garb mark Swedish Easter

In India, I'd notice Easter only from the traffic jam outside the churches, but here witches, egg hunts, and feathers mark the Christian holiday. The Local's Deepti Vashisht brings you the various shades of Swedish Easter. READ () »

Swedish MP ordered chemtrail probe
Chemtrails?: Shutterstock.

Swedish MP ordered chemtrail probe

A Swedish MP who launched an official government investigation into the existence of chemtrails tells The Local why he thinks Swedes deserve the truth, even if it may leave some conspiracy theorists unsatisfied. READ () »

PM pleads ignorance of Vattenfall's Nuon bid
Fredrik Reinfeldt answers the constitutional affairs committee's questions. Photo: TT

PM pleads ignorance of Vattenfall's Nuon bid

Sweden's prime minister on Thursday said Vattenfall itself, not its owners the Swedish state, had responsibility for the loss-making Nuon deal. READ () »

'Kockums submarine raid may be illegal': lawyer
Photo: TT

'Kockums submarine raid may be illegal': lawyer

A Swedish lawyer says the Swedish military may have broken the law when it raided the Malmö premises of German defence giant Thyssen Krupp. READ () »

Swedish supermarket Ica pulls contested Easter commercial off air
Swedish royals set baptism date for princess
People-watching April 16
Who's the prime minister's heir?
Alfie Atkins
Are children's books the key to families integrating in Sweden?
'Sweden Dem protests cater to party's martyr image'
'Swedish research grants were fantastic, but now it's like Australia'
Only in Sweden: The ten problems you'd never encounter elsewhere
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
Video: Oliver Gee finds out how to embrace The Swedish Hug
Abba duo hints at reunion
Flash mobs hug it out across Sweden
People-watching April 11-13
Swedes to give six-hour workday a go
Aussie choir member wows Abba in Sweden
Stockholm magic a surprise YouTube hit
Gallery: The Local's Property of the Week
Swedes find 200-year-old gravestone in living room
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Deepti Vashisht
Deepti Vashisht dissects the magic of Sweden's personal ID number
Ten signs you've been in Sweden too long
Jimi Fritze heard every word when doctors discussed taking his organs
A Swedish farmer explains why the new bestiality ban is 'pointless'
Sponsored Article
Learning Swedish the easy way
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit: