Traditionally, BlackBerry phones have been targeted to business professionals people only. They were not proced or developed for the every day cellular user. Nowadays RIM's target market are teenagers because they are producing cellphones with camera, Blackberry has also preloaded a series of games and applications such as Facebook, MySpace, and Twitter that is targetted directly to the young and social group. RIM has also launched a new software store called BlackBerry App World with hundreds of applications that target people of every sort.
RIM is starting a tradition sponsoring big musical groups and their tours. RIM had a big BlackBerry Love U2 campaign last year where they sponsored the U2 Tour and relased a dedicated Blackberry applications just for U2 news and concert information. The new musical group of choice this year is The Black Eyed Peas and their 'The End' 2010 worl tour. RIM is sponsoring those kind of bands that teenagers like in order to increase and maintain their target market.
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