Jessie Lin

RIM is trying to make its way back in the cellphone market with its new free call feature on BBM.

Despite continuously losing market shares to smartphone giants like Apple and Samsung in the past few years, RIM still has a great advantage in developing countries where texting is an expensive luxury. In countries like South Africa, 98% of the BlackBerry users use the BBM feature regularly, sending texts and pictures and participating in group chats. With that being said, it is crucial for RIM to hold on to these customers when its rivals are taking over in the more developed countries.

So far this feature is only available in the “Beta Zone” for BlackBerrys running newer versions of RIM’s software. Though functioning just like a phone call, it will only work through the connection to a localized WiFi network.

The viability of this so-called new feature however, is questionable as it is already overdone. Applications like the popular Skype and Whatsapp, and Iphone’s fairly new feature iMessage have long been present before RIM’s BBM.

BBM used to be RIM’s point’s of difference. Now, even with the additional its new feature of free calls, it is merely a point of parity.

http://www.theglobeandmail.com/technology/mobile/rim-adds-voice-feature-to-bbm/article5274314/