Research In Motion Ltd., considering strategy changes after customer and market-share losses, introduced a new smartphone BlackBerry Curve 9220 in Indonesia as local demand for its products increased.
“We spent a lot of time in focus here making sure that our product is as relevant as possible for Indonesians,” Hastings Singh, RIM’s managing director for South Asia, said on the sidelines after a press conference in Jakarta today.
The new family of Curve phones will be available in Southeast Asia’s largest economy from tomorrow priced at 2 million rupiah ($217), Waterloo, Ontario-based RIM said. They feature a BlackBerry Messenger key and built-in FM radio.
RIM is set to face intensifying competition in emerging markets as low-cost Chinese manufacturers like Huawei Technologies Co. and ZTE Corp., which make handsets running Google Inc.’s Android software, concentrate on Africa and Asia.
Indonesia is one of the RIM’s key growth areas because the demand is growing. “We love the market here, it’s something we are going to be focusing through 2012,” Singh said.
RIM plans to open about 4,000 outlets across Indonesia by the end of February 2013, including dedicated BlackBerry stores, store-in-stores and kiosks, a “proving ground” for an expansion across Southeast Asia, the BlackBerry maker said in Feb. 29.