Research in Motion (RIM) announced its latest smartphone today, the BlackBerry Curve 3G. The plan for the device appears to be to win over non-smartphone users.
"The majority of people in the worldwide mobile phone market have yet to buy their first smartphone and the BlackBerry Curve 3G is designed to provide an extremely attractive and accessible choice that will help convince many of them to make the leap," says RIM President and Co-CEO Mike Lazaridis. "The new BlackBerry Curve 3G is a perfect choice for happily busy people who are looking for a user-friendly 3G smartphone to help them make the most of their day and to stay connected with their friends, family and co-workers."
Last week, RIM unveiled the BlackBerry Torch, as well as the BlackBerry 6 operating system. The company called the announcement of these "one of the most significant" in the company’s history.
Today’s announcement may not be as exciting to smartphone enthusiasts, but if the company’s plan works, it could be key in winning back some of the market share it has lost to Android. Also last week, the NPD Group released a report indicating that Android had surpassed RIM in U.S. smartphone shipments for the first time.