RIM has launched a bouquet of new integrated application deals in order to make its email-optimised smart phone appeal to its consumers. This is a direct challenge to Apple’s iphone. RIM’s BlackBerry has become extremely popular amongst corporate users owing to its email facility. And now it has launched new phones - like the flip-style Pearl 8220 and the BlackBerry Bold. It has also launched different applications that have been customised for BlackBerry devices.

At the CTIA show last year, RIM announced it had incorporated the Facebook application into its platform. It has been downloaded a record 2.5 million times. Now RIM has added a slew of new customised applications for its smart phoneslike: a deal with Microsoft to integrate search, a tie-up with MySpace to provide quick access to another social-networking site, TiVo deal to offer remote scheduling, collaborating with Ticketmaster to buy concert and event tickets and with Slacker to offer a music library for BlackBerry users.

RIM has integrated the Microsoft Live Search engine into the BlackBerry Browser and has also made Microsoft the default search engine for BlackBerry devices. The mobile search platform allows BlackBerry users to get location-based search results like restaurants, cinema halls, with BlackBerry Maps. For the MySpace deal, RIM offers customised access to the popular social networking website, including instant messaging to BlackBerry and MySpace users.