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RIM Announces BlackBerry Curve 9360 In UK

BlackBerry and PlayBook maker Research In Motion introduced the fourth offering in its smartphone product lineup featuring the BlackBerry 7 OS, at a press briefing this morning.

The new handset, dubbed the BlackBerry Curve 9360, according to the company, is primarily aimed at the mid-range market. RIM further says that the Curve 9360 has been designed particularly to lure consumers who are planning to switch from a feature phone to a more advanced smartphone.

The device is powered by the RIM proprietary BlackBerry 7 OS platform, the latest smartphone operating system from RIM, launched earlier in this month.

However, during the launch event of the Curve 9360, vice president for EMEA marketing for the company, Rob Orr, put more emphasis on the style-factor rather than going into the technical features the product would boast.

"For us this product was all about design, making the Curve franchise play to users' desire to have a fashion accessory," Orr said, IT Pro UK reports.

"It was a beautiful product right from the drawing board. Set the phone on a table flat and you'll see the curve. Everything plays to the curve… it’s a product that has style at its heart," he added.