BlackBerry Curve 9220 Comes To India: What The New Device Means For Indian Social Culture

Research in Motion (RIM) has unveiled its latest device, the BlackBerry Curve 9220, at an event in New Delhi, India on April 18^th. Sold at $215, this is the successor to the country's least expensive smartphone, called the BlackBerry 8520. With an affordable price tag and upgraded features, the new device is sure to make a worthwhile debut.

RIM executives also claim that the new gadget boasts the longest battery life that any BlackBerry Curve has seen so far.

Sleek, stylish, affordable BlackBerry Curve 9220 puts Indians in control of their social life, reads the press release regarding the launch.

The new BlackBerry gadget comes preloaded with the company's latest software, the 7.1 OS. With a built in FM radio and a two megapixel camera, the phone is said to sport some social-centric qualities.

India is a very important market for RIM and we are extremely proud to officially launch the new BlackBerry Curve 9220 for the first time in India, said Carlo Chiarello, SVP, Smartphone Business at Research in Motion.

The new model will be available in an array of colors, such as black, teal blue, fuchsia pink and pure white, reported UberGizmo. Other features include a QWERTY keyboard, 2.44-inch display with 320x240 pixel resolution, a dedicated BlackBerry Messenger key, and camera integration allowing direct BlackBerry Messenger avatar updates.

BlackBerry made a name for itself in the Indian smartphone market in August 2009, when the Curve 8520 was released. Although this device lacked 3G service and a 2 megapixel camera, this was a significant venture because it was so affordable and provided BBM and social media feed access.

Fast forward to circa 2012 and RIM is launching the Curve 9220, the successor to the 8520 with some incremental changes, and seems to be relying on the same business philosophy that made the 8520 a success, writes Ivor Soans of Tech2.com.

In addition to its ability to make social endeavors quick and convenient, there may be another driving force behind the new BlackBerry release. As part of the introductory offer, owners of the smartphone will be able to download a selection of apps from BlackBerry App World for free. This bundle of downloadable apps would typically cost 2500 Rs.

The deal is particularly significant because the mobile app market is the primary attraction behind every smartphone purchase, according to an App Culture report published on April 18^th from Ericsson ConsumerLab. The report, courtesy of Telecom Lead India, said that 69 percent of smartphone users accessed Internet using apps on a daily basis. Of those surveyed, 20 percent used data-intensive services (TV, maps, navigation) apps daily.

For consumers, being connected and having access to tools and services is what matters, said Jasmeet Singh Sethi, Senior Specialist at Ericsson ConsumerLab according to the report. They make little distinction between having a smartphone and the apps they use in it.

The newly premiered BlackBerry handset is especially geared toward the country's youth, and RIM said this should be a perfect fit for those in the young Indian community.

The new BlackBerry Curve 9220 offers a unique mobile experience that young Indians will love thanks to its affordable pricing and unmatched messaging and social connectivity features, RIM Managing Director India Sunil Dutt said.