Can RIM Attract Phone Users Away from Apple and Google With This New Product?

Research In Motion’s (NASDAQ:RIMM) fortunes in the global smartphone market may be sinking, but the company is going about earning back some of the lost buzz through an unusual route — by relying on the novelty factor. The company is ready to launch a new BlackBerry phone with a Porsche design into the market. The phone has been co-designed by RIM and Porsche Design, a subsidiary of the German sports car manufacturer.

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The P’9981 is priced at a cool $1,890 in Canada and includes a custom user interface, a unique PIN that identifies the buyer as an owner, a 1.2 gigahertz processor, 8 GB memory, and a 5 megapixel camera.

“This collaboration stems from a shared belief that form equals function,” said Todd Wood, RIM’s senior vice president for industrial design. “The Porsche Design P’9981 is a truly modern luxury smartphone, where the timeless style of Porsche Design meets the unmatched mobile experience provided by BlackBerry,” Wood added.

The new BlackBerry runs on RIM’s BlackBerry 7 operating system. The company is expected to launch the next version of the software, BB10, this fall, and is relying on the update to rescue it from the shadow of Apple’s (NASDAQ:AAPL) iPhone and Google (NASDAQ:GOOG) Android phones. For now, it has something else to drive up the excitement.

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