News

• Title - Why 3 million pick the BlackBerry®
• Date - 24 August 2006

BlackBerry® - the handheld e-mail device that has become a badge of honour in executive circles - has hooked its three millionth subscriber.

Nicknamed the "Crackberry" because of its addictive qualities, the gadget has now added a million users in the past six months alone.

Its maker, Canada's Research in Motion (RIM), is now aiming towards five to 10 million by April 2006. But the lucrative mobile e-mail market is quickly becoming more competitive.

One-trick wonder

Blackberries are a particular favourite of business executives because they allow them to catch up with e-mails during "dead" time in airports or in dull conferences or meetings.

The secret of their success is simplicity, says James Beechinor-Collins, editor of gadget magazine T3. "They do one thing, and do it really, really well." Although a number of other devices offer mobile access to e-mails, the BlackBerry® has a neater interaction with a company's system, he says.

Tough at the top

However, analysts did warn that steep prices could put off the average mobile user who may be tempted to opt for a BlackBerry®. Blackberries cost around £40 ($75) a month because of the amount of data sent to and fro over General Packet Radio Services (GPRS), a way of handling data slightly faster over standard mobile networks. The firm's success means that more competitors are entering the fray. For example, UK-based mobile operator Vodafone recently said it would introduce alternative e-mail systems for its customers, though it offers Blackberries already. Further rival gadgets such as the Nokia's Communicator, T-Mobile's MDA III mobile-cum-personal-organiser from mobile operator T-Mobile, and dedicated devices from US-based Danger like the Hiptop2 are also due to be unveiled. Recently, BlackBerry® has started to license its software so that it can be used on a range of mobile phones and other devices.

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