The maker of BlackBerry – Research in Motion (RIM) is all set to make its presence widespread by adding youth segment of consumers. RIM now appears to be intensely focused on providing support to such Blackberry development that can turn its devices ready for youths. They are extending support to a variety of fun and entertainment blackberry application developments that can encourage youth segment of consumers to buy BlackBerry devices. Recently BlackBerry App World has about 51,000 apps and half of them dedicated to gaming and entertainment. RIM assures that its brand new BlackBerry devices are going to be more attractive to young mobile users.

The latest avatar of RIM’s device is Play-Book OS 2.0 – the most unique and the challenger to Apple iPad 2. This new device by RIM runs on upgraded version of operating system. With the launch of BlackBerry® Playbook OS 2.0, RIM also announced that, upgraded users can now be able to download and install a couple of Gameloft games at no charge. Gameloft is world’s leading game development company, which has already launched a range of popular games for iOS based devices.

Also, in January 2012, Research in Motion cut-down prices of its struggling tablets. The decision was taken due to poor sales of RIM devices. Last year, RIM heavily struggled with lower-sales issue, especially for 7-incher devices. The company only shipped 200,000 pieces worldwide. They have changed their strategies this year.

Another significant step taken by RIM is its extended support to run Android Apps. Blackberry programming does support to Android apps and by a few amendments, Android apps can effortlessly be converted to go with RIM devices running on OS 2.0.

Last year, RIM Playbook was not available with email support but now the company has released the first major update for the tablet - BlackBerry Playbook OS 2.0, including built-in email client, calendar and contacts. The integrated email solution has options to use unified inbox, margining messages from Facebook, Twitter, LinkedIn and personal and work emails too. This is going to be the coolest feature and now a user can see all its messages in one place.

The new BlackBerry programming is now also providing support for development of document editing functions with increased control and manageability of corporate data. For this, RIM has already launched BlackBerry Balance Technology in May 2011.

There is very clear competition between Android OS based devices, iOS devices and BlackBerry’s new devices. Even Nokia, after launching its first Windows-based phone, has entered in this competition. The heat of this rivalry drove RIM to make its phone more integrated that provides support to a wide range of Blackberry programming and application developments.

RIM’s earlier devices had very limited options to support tailored application development. But new OS 2.0 has scopes beyond imagination. The shifted focus of RIM seems to win the youths. I just say –ALL THE BEST RIM!