The John Mayer-ization of BlackBerry: Celebrity Spokesman, TV Spots and Mascots, Oh My...

Research In Motion (RIM), maker of the popular BlackBerry smartphone, which has traditionally been known as a business device, made its first foray into the vast consumer mobile phone space back in 2006 when it debuted the sleek and shiny BlackBerry Pearl 8100. Since then, the company has continued into the land of consumer gadgets, launching the Curve 8300 in May 2007 and its newest device, the Bold 9000, is expected this summer—both of which feature digital cameras, Wi-Fi, and media players.

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