Forget U2, RIM Is the Real Rock Star Today - Page 2

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Extending into other areas

Misek contends that until a competitor duplicates RIM's structure, "a very expensive and time-consuming proposition, we see RIM's competitive advantage as not only sustainable but also extensible into other areas. Anything with a wireless connection could theoretically be managed by RIM. This makes both Nokia and Microsoft understandably nervous."

But the company can't rely on its "shadow telecom network" alone - and it isn't. In the past year it made a good-faith effort to challenge the 3G iPhone with its first touch-screen device, the BlackBerry Storm, in an effort to woo more consumers. The BlackBerry Curve 8900 and Bold were also rolled out.

Moving forward the company has the Niagra and Gemini models on tap, and just opened its own app store, the BlackBerry App World. Recent reports say the company should do well with the app store, because it doesn't have to battle the legacy issues Microsoft has.

RIM was mocked by some for sponsoring U2's current tour, as critics basically called it a garish attempt to gain some purchase in its cool-quotient, but the BlackBerry maker is definitely rocking the world of smartphones.