SAN JOSE, Calif. — BlackBerry maker Research In Motion — aiming to stay ahead of manufacturers of rival devices such as Apple’s iPhone — unveiled its new BlackBerry 6.0 software and Torch smart phone last week.
The software includes features such as a new touch screen and track-pad interface. RIM, though, described the operating system as easy to use for BlackBerry loyalists — who often depend on the keyboard for quick e-mails to colleagues.
“BlackBerry 6 is the outcome of RIM’s ongoing passion to deliver a powerful, simplified and optimized user experience for both touch-screen and keyboard fans,” co-CEO Mike Lazaridis said.
The Waterloo, Ontario, company and wireless carrier AT&T on Tuesday also announced the new BlackBerry Torch 9800 smart phone, the first device to run the new operating system.
AT&T and RIM are marketing the Torch 9800 to workers who want to stay in touch with the office — and with their friends on social-networking sites. In what AT&T mobility and consumer CEO Ralph de la Vega described as “a true generational shift in hardware and operating system,” the Torch includes both a full 3.2-inch touch-screen display and slide-out keyboard.
A report from Nielsen showed the BlackBerry remains the most popular smart phone platform — but Google’s Android operating system is rapidly gaining subscribers and Apple’s iPhone is the “most desired” choice for customers’ next smart phone purchase.
In a note to clients, Gleacher &Co. analyst Mark McKechnie said he expects the new phone will be “a ‘hit’ with die-hard AT&T BlackBerry users.”
As for the new software, “We look to BlackBerry 6.0 as a catalyst to retain or grow the percentage of subscribers who remain loyal to the platform,” McKechnie said.
AT&T will offer the Torch 9800 starting Thursday for $199.99 to eligible customers who agree to a new two-year contract. In addition to monthly fees for voice service, the carrier will charge $15 a month for a plan with 200 megabytes of wireless data or $25 for 2GB.
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