The fastest way to have information at your fingertips is get a smartphone. These days, smartphones are less a status symbol and more a work tool. It's been five years since TSTT launched BlackBerry into the market. Jay Alvi, TSTT's executive vice president Enterprise Services, says the company had more than 60,000 BlackBerry customers. The company has passed through several evolutions of BlackBerry phones and has now eliminated all BlackBerries with trackball. Alvi said the trackballs were problematic for customers and the company took a decision to offer phones with the the trackpads.
The four phones now being offered: the 9100 Pearl, the 9300 Curve, the 9700 Bold and the newest addition, the 9800 Torch. Alvi noted that the Torch's charm is the combination of touch-screen and keyboard interface which it offers. In addition, the Torch is run on RIM's newest operating system OS 6- an opportunity all Bold 9800 users will have when RIM tranfers them to that system. Alvi explained that US telecom company, AT&T–who had previously sold the Apple's iPhone exclusively– had an input into the making of the Torch. The Torch was marketed as RIM's rival to the iPhone but with BlackBerry's features like BlackBerry Messenger and a five megapixel camera. Unlike other phones, though, the Torch can work with a RIM device called the BlackBerry Presenter.
The Presenter connects to the Torch phone by bluetooth and enables it to deliver power point presentations. The target market for the Torch smartphone is TSTT's high-end clientele and its customers who have an appetite for today's social networking. TSTT's competitor, Digicel, also introduced the Torch to the market this week. Digicel's communications manager, Penny Gomez, told the Business Guardian described the Torch as a lifestyle phone. "It transcends a demographic-from the business executive to young entrepreneur," she said.
"These advancements in technology coupled with our superior Edge network is what, we believe, will be the market differentiator for us." To complement the smartphones, TSTT will launch the Research In Motion's (RIM) Playbook tablet in February 2011. Alvi explained that unlike the iPad, which runs on Wi-Fi, a BlackBerry would act as a modem for Playbook. By month-end, TSTT will also launch a My-Fy product. The My-Fy is a wireless product, using Wi-Max technology and running on TSTT's 4G network. "Up to four devices can use the My-Fy which is quite different from Blink-On-The-Go. So this is just another option to bring Wimax into the market," said Alvi.