SMART PHONES
Thai market crazy for BlackBerry
- Published: 10/02/2010 at 11:42 AM
- Newspaper section: Database
Research in Motion has launched its new BlackBerry Bold 9700 smart phone to a market that is currently going BlackBerry crazy with Thai users flocking to emulate their A-list celebrities.
The 9700 is a 3G device with a sleeker design that replaces the familiar trackball with an optical track pad.
Gregory Wade, Managing Director of Research in Motion, South East Asia, reflected on 2009 which was the 10th anniversary of the BlackBerry and the 25th anniversary of Research in Motion. 36 million users with 530 carriers across 170 countries now enjoy the BlackBerry services and the company shipped its 75 millionth BlackBerry in Q3.
BusinessWeek gave RIM an award for innovation, leadership and creativity. Fortune ranked RIM as the number one fastest growing company.
Revenue in Q3 topped $3.92 billion up 41 percent compared with the same quarter a year ago.
That quarter also saw RIM gain 4.4 million subscribers in just one quarter.
For 2010, RIM continues to focus on its key strength of data compression, connectivity and security. BlackBerry is more than just a device, but a platform with a keen focus on application development in Southeast Asia through a rich developer program that dates back to 2001.
"Why are the Thai people so attracted to BlackBerry? Why is it so popular? What sets Thailand apart from other markets?," Wade asked the audience.
His answer was threefold. First was social media. Thailand has 13 million people using social media of which 2 million are using Facebook. Sixty percent of mobile Facebook access is done through a mobile device. People are moving, people are mobile, people are multi-tasking.
Second is localisation. The BlackBerry has a localised product set, not just the phone, complete with applications that are Thai enabled.
Third is the aspiration of Thais who love their celebrities and want to emulate them, using the same phones as these social influencers.
"This is an example of a unique element in Thailand that has taken hold, whether they are societal influencers, business influencers or celebrity influencers. Thai people love to adopt the latest technology. They want to adopt the latest and greatest design, setting the trend," he said.
The BlackBerry Bold 9700 will be available in time to be the perfect Valentine's Day present at a list price of 23,000 baht, exclusive of VAT.
Meanwhile, all of RIM's local partners have issued statements announcing availability of their BlackBerry Bold 9700 packages.
TrueMove offers the handset at 21,300 baht interest-free for six months and stresses the ability to use both True's Wi-Fi and "trial" 850MHz 3G network to deliver 11 channels of video. It also offers a special student unlimited chat, email and Internet package for just 300 baht a month.
DTac will take pre-orders for the 9700 for delivery on February 13 with a price of 19,999 baht with service. AIS has the 9700 at 22,900 baht and one month's service included with exclusive content from artist M.L. Chiratorn Chirapravati.
Relate Search: BlackBerry Bold 9700 smart phone, Gregory Wade, Managing Director of Research
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About the author
- Writer: Don Sambandaraksa
- Position: Database Reporter
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