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SCMP Reporter

Launched 10 years ago, the BlackBerry is now as much a part of the corporate uniform as the suit and tie.
But with multinational corporations downsizing, Research In Motion (RIM), the maker of the BlackBerry, is turning to small and medium-sized enterprises and the consumer market for further growth.
BlackBerry was the first mover in the smartphone market after making its initial e-mail device 10 years ago. Developed in Canada, it is now a must-have for senior executives in government and companies  across the world.
The launch of Apple's iPhone in 2007 further raised public awareness of smartphone devices, which can perform computer-like functions such as internet browsing, e-mail, and document viewing, as well as playing games.
Thanks to the increasing penetration of high-speed mobile internet access, the smartphone market in Hong Kong accounted for 33 per cent of handsets sold last year. 
That is estimated to reach 49 per cent in 2013, according to research house IDC Asia.
Research firm Gartner said BlackBerry ranked second in the global smartphone market with a 19.9 per cent share. 
It had shipments of 7.23 million units in the first quarter this year, up 13.3 per cent from a year earlier.
Apple's share doubled to 10.8 per cent and was ranked third while Nokia, which provides the Symbian-based smartphone, is top-ranked.
However, Nokia saw its market share dip to 41.4 per cent in the reported period from 45.1 per cent a year earlier.
RIM Asia-Pacific vice-president Norm Lo said the company was shifting its focus  towards non-corporate account business for further growth, as multinational companies - key BlackBerry users - are downsizing because of the global financial crisis.
'We continue to grow our business amid the crisis, as smartphones are the only growth sector in the mobile-telephone industry,' Mr Lo said.
He said despite some companies cutting the service, senior executives were willing to pay their own subscriptions to keep in touch with the business world, as well as to enjoy personal pursuits through embedded  applications.
For the three months to May, about 3.8 million BlackBerry net subscriber accounts were added, of which 80 per cent came from non-enterprise customers. 
These customers now represent more than 50 per cent of the BlackBerry subscriber account base.
BlackBerry is changing its position from a purely business device to 'a sexy and stylish device' following the launch of the BlackBerry Pearl.
Mr Lo said the company was expanding its mobile-telephone portfolio to provide more choices. 
'We're not just offering one product only. We have a whole range of products from devices with keyboards and touch screens.'  
RIM is also partnering content providers such as Cathay Pacific Airways, Chinese newspaper Ming Pao Daily News and catering website Openrice.com.  
The company also supports access to other social network services such as Facebook and Friendster.
Mr Lo also said the use of BlackBerry in enterprises was still a good investment as it could boost productivity.
'The uncertain economic environment worldwide and in Hong Kong drives small and medium-sized enterprises to look for a solution with a high return on investment that helps enhance their competitiveness and strive for survival with the tighter budget,' he said.
Expansion path
Focus on smaller enterprises and the consumer market 
Of the mobile phones sold last year in Hong Kong, smartphones accounted for: 33%
The percentage of sales in the city that smartphones will account for by 2013: 49%



BlackBerry eyes non-corporate users for growth