Research in Motion, today announced that BlackBerry 8703e will be released this coming Sunday. This announcement, in and of itself, is a pretty big deal. The last QWERTY BlackBerry released on Verizon was the BlackBerry 7250 which came out several years ago. The thing that I don’t understand, however, is why Research in Motion would announce that the BlackBerry 8703e on the same day that the BlackBerry Pearl is to be released.
The BlackBerry Pearl, is arguably the biggest release of a new device to date for RIM. Many may not like the SureType keyboard and some may think that a BlackBerry with a camera is a horrible idea, however, I predict that the BlackBerry Pearl will be the biggest selling BlackBerry device to date. What marketing genius decided to dilute the “mad dash to get a Pearl” hoopla with the release of a new 87xx series device. From the other side of it, how many will notice an announcement about a new BlackBerry that doesn’t have a Camera when they see posters plastered all over T-Mobile stores of a BlackBerry with a camera.
I really don’t see a problem with this, and in fact, it may have been a wise move.
As you mention, this modest press release will in no way overshadow or subtract from the attention given to the release of the Pearl.
Plus, it may simultaneously reassure RIM’s core enterprise market that they still release business-oriented devices.
Basically, the announcement of the 8703 only throws a bone to those market segments that aren’t going to rush out and get the Pearl in the first place: the hardcore business users, as well as those who want to stick with Verizon’s network.