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Blackberry looks to crack Swedish smartphone market

TT/The Local/js · 11 Nov 2011, 12:14

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

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“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.

Story continues below…

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)

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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.

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