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Indonesia is a new and potentially huge market for RIM. With a population of 238 million, the potential for BlackBerry subscribers is enormous. Companies such as InMobi have tracked the success of RIM in Indonesia and mainstream media have covered the challenges RIM faces expanding into this region.
CNN International recently highlighted the boom and success of RIM in Indonesia. “BlackBerry phones are much more trendy and fashionable than the iPhone,” one seller told CNN. “Hardly anyone asks for an iPhone.”
CNN point to price being a major factor for success in Indonesia. A new BlackBerry device such as the 8520, is less than half the cost of an iPhone. For a developing nation, this price difference is crucial to success. Another reason for success is that the BlackBerry brand is associated with businessmen, affluence and class. Therefore, BlackBerry is very popular with enterprise but also the growing fashion-conscious.
Accessibility plays a large part in smartphones and BlackBerry taking off in Indonesia as well as in Southeast Asia. Indonesia’s internet infrastructure is limited, sometimes unreliable and very expensive. In contrast, A BlackBerry can provide the most essential of web services such as social networking and quick access to information, for a minimal data fee.