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CAMPAIGN NEWS: Apple vies for slice of business market with launch of new iPhone


The new iPhone is heading for the
business market, whilst Blackberry is 
focusing on more of a consumer push

Apple is making its first serious play for a slice of the business mobile market with the launch of the new iPhone 3G.

The eagerly awaited follow up to last year's original iPhone, which launches in the UK next week, is being featured in a TV campaign which highlights its faster connection and download speed, designed to appeal to a more corporate audience. When the phone launches on July 11, exclusive supplier O2 will heavily promote it on its business and corporate tariffs. On both tariffs, which allow for multiple handsets, the phone is being offered for free.

The move comes just as Research In Motion (RIM), manufacturer of the iconic BlackBerry business phone, launches a bid to expand into the consumer market. RIM has just launched its first TV ad campaign designed to showcase its range of products, and earlier this year launched a pink version of its Pearl device. The new ad campaign precedes RIM's release of the BlackBerry Bold and Thunder models, both expected to go on sale later this year, which include a range of leisure features such as a camera and media player.  

For the full story on Apple's shift into the business market and BlackBerry's shift into the consumer space, see the forthcoming July/ August issue of B2B Marketing.

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