|RIM Co-CEO, Jim Balsillie|
RIM target market at the beginning were just the business consumers where they can connect mobile with, Echange, Lotus Notes, Novell Group wise and others BlackBerry Enterprise Server Secure. In 2004 RIM added a new target market in the company which is the general consumer by released their 7100 series of BlackBerry. Nowadays 9000 series phones RIM has expanded the BlackBerry capabilities with the addition of full HTML support for WebPages, the ability to receive RSS feeds, and many enhanced online social networking capabilities such as Windows Live Messenger, Yahoo Messenger, AOL Messenger and BlackBerry Messenger which establish the psychographic segmentation of this target market because with the different social network that BlackBerry cellphone have that can be identify with people personality, and lifestyle.
In order to identify the business consumer RIM use demographic segmentation to define age as one of their target market since the majority of current BlackBerry users are between the ages of 25. The majority of current BlackBerry users are business professionals, who are very busy and enjoy the efficiency of BlackBerry, however more recent BlackBerry sale have been represented by the general consumer market.