Aiming at wooing consumers away from Apple's iPhone and other rivals, Research In Motion (RIM) has unveiled a new BlackBerry. The new BlackBerry uses a revamped operating system and has a faster and easier-to-use Web browser.
The Torch, about the same price as an iPhone, will go on sale in the United States on August 12 for $199.99. The Waterloo, Ontario-based company will launch the phone in the United States with AT&T Inc, the same carrier that has exclusive U.S. rights to the iPhone.
Analysts at Tuesday's launch event in New York said that given its consumer-friendly features, the new launch would help RIM to catch up with rivals.
"RIM is playing catch-up. This is clearly the upgrade for BlackBerry users, but otherwise not a lot here is super exciting," Altimeter analyst Michael Gartenberg said.
"The Torch does not represent a ‘leap forward’, but will help RIM compete with rivals such as iPhone and Google Inc's Android software, used in phones from several vendors including Motorola Inc,” said NPD analyst Ross Rubin. "This gets the experience competitive again – if they can do that with the efficiency and stability that RIM is known for, then it is a positive gesture," he further added.
