Last night’s launch event for Research in Motion’s (TSX: RIM)highly anticipated Torch smartphone coupled celebrities such as Ben Mulroney and social media queen Amber Mac with partners such as FutureShop.
The event held at the Dolce Social Ballroom in Toronto highlighted the Torch’s social networking capabilities. Keith Pardy, chief marketing officer for RIM out of Waterloo, Ont., said that as a former Bold user the Torch enables him to use the keyboard along with the touch screen for apps, Web surfing and listening to music. “Today people move fast and with the Torch you don’t need anything else. The Torch will be available in a few weeks and people are not going to be disappointed,” he said.
AmberMac aka Amber MacArthur was on hand demonstrating the Torch’s social networking capabilities to invited guests. She told CDN that RIM has really stepped up its social feeds on the Torch. “I can update my Blackberry messages, Facebook and Twitter all at once and view alls my social accounts on one app,” AmberMac said.
Herman Claes, director of operations at FutureShop echoed AmberMac’s comments and added that by enhancing its social media tools it will further RIM’s leadership position with business users.
“The Blackberry is a leader in the business world and now that RIM has realized how important social networking is to the user base and the Torch will strengthen them in business as well as with consumers. It’s a combination of the best of both worlds,” Claes said.
FutureShop.ca is talking pre-orders for the Torch and because of the products versatility and hype there is a lot of demand for the product in Canada, he added.
FutureShop has a dedicated business-to-business group for its corporate clients and Claes said that this group continues to be a focus for the growth at the retailer. A product like the Torch along with its partnerships with Bell, Telus and Rogers helps to attract crossover customers.
The company has developed a concept called CELLSHOP within its B2B group to make inroads in wireless solutions for its business customers. All wireless brands on the market including Blackberry smartphone competitors will be under the CELLSHOP umbrella. “The Torch is going to be big. The iPhone 4 is a great device for multimedia and surfing but the Torch is made for business and it will deliver great social networking and will help RIM break into this niche market,” Claes said.
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