BlackBerry maker Research In Motion Ltd. (RIM) released its latest
smartphone, the BlackBerry 8800, a device that takes design cues
from the slick Pearl and better positions RIM to rival other sleek
devices.
At the 3GSM World Congress in Barcelona, Spain, RIM debuted the
feature-rich smartphone, already touted as the thinnest BlackBerry
to date -- measuring 0.55 inches front to back -- compared with the
already-thin Pearl's 0.57 inches. The 8800 mimics the Pearl with
its trackball navigator, replacing the side-mounted track wheel of
older BlackBerry models. And though it is somewhat similar in
appearance to the Pearl, the 8800 uses a full QWERTY keyboard
instead of SureType.
Mobile device experts have called it a Pearl for a more mature
set of users.
"The 8800 is the grown-up version of the Pearl," said Current
Analysis' Avi Greengart, moments after using the device. "The full
QWERTY keyboard has a wonderful feel to it, and though the unit is
rather wide, it is fairly comfortable to hold as a phone because it
is thin and the edges are rounded off."
That grown-up but still sleek design could bring some new
BlackBerry users out of the woodwork -- people who were once turned
off by the bulky form factor of past BlackBerrys but weren't quite
ready for the Pearl, which can be considered as much fashion
accessory as business tool. The 8800 also has a larger,
high-resolution screen, which RIM said is better for viewing
emails, applications, attachments, pictures, video, Web pages and
games.
"Well, this is the QWERTY Pearl," said Jack Gold, president and
founder of J.Gold Associates, a Northborough, Mass.-based research
and advisory firm. "This will appeal to those users who don't like
the SureType and prefer a full keyboard, like lots of corporate
types that use email, and especially those that use applications --
where a keyboard and bigger screen are important."
RIM also trumpeted the 8800's built-in GPS capabilities, its
multimedia features and a microSD expandable memory slot. The 8800
is quad-band GSM.GPRS and EDGE-enabled. As a phone, it features
noise cancellation, speaker-independent voice recognition for voice
activated dialing, and call management functions like smart
dialing, conferencing calling, speed dialing and call forwarding.
The device also supports speakerphone and Bluetooth 2.0.
In a statement, RIM president and co-CEO Mike Lazaridis said,
"The BlackBerry 8800 smartphone offers another winning combination
of superior hardware, software and service embodied by an extremely
elegant industrial design. We spent a tremendous amount of effort
refining the BlackBerry 8800, inside and out, and that effort will
be evident to customers. From the premium finish to the vivid
screen to the exceptional sound quality and the unmatched
usability, the BlackBerry 8800 is a standout choice for mobile
professionals."
Like the Pearl, the BlackBerry 8800 includes media capabilities
such as an MP3 player and video capabilities. Unlike the Pearl, the
8800 does not have a camera.
"While it doesn't have a camera, it does have a media player and
removable memory," Greengart said.
At first, the 8800 will run on AT&T's Cingular network in
the U.S. It can operate with BlackBerry Internet Service, which
allows users to manage up to 10 email addresses, and it also
operates on the BlackBerry Enterprise Server, which allows for IT
controls for managing the smartphone's features and usage.
Greengart said the BlackBerry 8800 may, in some cases, compete
directly against RIM's own Pearl, but that isn't all bad.
"Even if they are competing with themselves, that's not
necessarily a bad thing," he said. "The cosmetics, form factor and
user interface all run rings around the classic 700 series and
should drive some serious upgrades. At the same time, an
attractive, easier-to-use BlackBerry could attract new users who
didn't want to carry around even the 8700."
Gold agreed.
"[The Pearl] may take a slight hit, but I think these devices
are complementary and appeal to different users, just like the
older 8700 and 7100 did," he said. "Those who want the smallest,
lightest device will go with the current Pearl, and those who want
a bigger screen and keyboard will buy the new devices. There is
certainly room in the market for both."
There is also room in the market for RIM to take over in the
slick smartphone arena, Gold said. The BlackBerry 8800 may help RIM
better stick it to the competition, making the 8800 and the Pearl a
one-two punch against Nokia, Palm and Motorola.
"This device will be a heavy competitor to devices like the Q
from Motorola and the new Treos from Palm," Gold said. "I think
this will definitely appeal to BlackBerry users who want to upgrade
to slicker devices than the older bricks they currently carry
around, and will put pressure on the competition -- Nokia, Palm,
Moto."