BT Cellnet has entered a partnership to launch the popular Blackberry email device in Europe.
Research in Motion’s Blackberry hand-held device has been a big hit in the US among the likes of investments bankers and other professionals on the move. Based on paging technology, Blackberry works as a portable emailing device. Palm-held mobile devices are popular in the States, partly because the mobile phone industry is not standardized and is therefore poorly developed. In addition, network coverage is limited so mobile phones may not work from State to State (and in some cases from city to city).
But will Blackberry succeed in Europe, where the average mobile phone penetration is reaching approximately 60%? Certainly hand-helds are becoming more common as users look for greater functionality. The ability to access one’s PIM tools and selected web pages on a device that can fit in a shirt pocket is attracting many people.
Blackberry has the opposite problem to mobile phones. It can deal with emails, but not voice. However, the device should be able to use European 2.5G systems (GPRS) to incorporate voice communication into its current offering. At this point it may become a serious competitor. BT Cellnet must be hoping that its early entry into the market will help to secure loyal customers as it develops this enhanced service.
To survive, Blackberry will have to quickly establish a reputable brand-name (and as quickly as possible) and perhaps market itself as a niche player – thereby avoiding competition with the likes of Nokia and Palm. However, if the big boys decide to take it on, Blackberry could be in trouble.
