MANILA, Philippines - Research In Motion (RIM), maker of the BlackBerry smartphones, announced recently a new distribution strategy for the Philippine market to make it easier for local customers to purchase the popular handsets.
Hastings Singh, regional director for distribution of Research In Motion Singapore Pte Ltd., said BlackBerry phones, formerly available only through local providers and mainly to enterprise customers, will be made available soon at all Microwarehouse outlets nationwide.
The Philippines, according to Singh, is only the second country in Southeast Asia, after Indonesia, to have a local retailer.
“What we are doing across the region is implementing a series of programs in different countries to make it easy for customers to purchase a BlackBerry,” Singh said.
RIM’s newly minted partnership with Microwarehouse, Singh added, is in recognition of the growth that BlackBerry has seen in the Philippine market.
Globally, there are an estimated 41 million BlackBerry users and RIM is optimistic of its continued growth in the coming years, riding on the back of a 40-percent growth over the previous year in its handset shipment across niche markets.
As a smartphone, BlackBerry is really known for its capability to send and receive e-mail through the mobile network of partner local carriers, thus its initial strong following in the enterprise segment.
Singh said that in the previous cycle alone, covering the months of December 2009 to February this year, the company had shipped 10.5 million devices and it is now gunning for 11.2 million to 11.8 million units in the next cycle.
As it broadens reach from the enterprise segment to a more consumer market, RIM is optimistic of more robust growth of BlackBerry ownership in the country, especially with the availability of prepaid packages from local carriers.
Microwarehouse, he disclosed, will not only be the local distributor for the BlackBerry devices, as well as its accessories and software, but will likewise take care of after-sales and warranty support.
Initially, what will be made available at Microwarehouse stores starting next month are the BlackBerry Bold 9700 and the Curve 8520, but RIM is expected to roll out more devices in the coming months.
RIM, however, reminded customers that BlackBerry handsets that will be bought at authorized retail outlets need to be enrolled in a service from a local carrier to make it work.