Blackberry Takes Competition up a Notch with the App World

Blackberry opened its App World on April 1st, 2009, taking a leap into the kinds of personalized smartphone applications made popular by Apple’s iPhone. Now that competitors are rolling out touchscreen phones and people aren’t as dazzled by the style and technology, Apps are easily the most popular aspect of the iPhone. On the other hand, iPhone Apps tend to be more recreational than practical, in keeping with the phone’s popular image as a high tech toy. Blackberries have always been more business oriented. Will the App World reflect this?

Looking at App World’s featured Apps it looks like the initial rollout is designed to make new Blackberries full-featured internet devices. There are Apps for Facebook, AIM, Windows Live Messenger – all core internet applications. There are also news and entertainment media applications and even a few games, though these have a more serious focus than Apple counterparts. They’re the kinds of things that an executive wouldn’t mind being seen using during a break. They include business news, stress management games and tools to simplify travel.

The Blackberry’s serious image helps make it the first choice for enterprise-level smartphone procurement, and Research in Motion certainly little motive to change this, but there’s always the temptation of the wider consumer market, which models like the Curve have been steadily courting. Success will probably be found somewhere in between consumer fun and business utility because of the way people use company smartphones. The barriers between personal and business use are steadily eroding, as managers want employees to be constantly available, and employees want to use the phones they’re supposed to carry at all times for personal use.

For businesses though, the Blackberry still has one advantage: carrier flexibility. iPhones are wedded to exclusive plans in both Canada and the US, but every major carrier offers the Blackberry. This makes cellular expense management far more effective for the Blackberry. We can compare plans from multiple carriers using several metrics and find the best option for you – and with the App World, your on-call employees can get a few morale building applications, while you maintain total knowledge of their usage through our Tele-Watch Communications management software. They’re happier and you save money.

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