RIM may currently be experiencing its share of woes in the U.S., but that doesn’t mean that the house that BlackBerry built isn’t receiving any love elsewhere. As part of a partnership with local wireless carrier Axiom Telecom, RIM is planning on opening a 1,500 square-foot retail flagship store in Dubai. That’s just the start of the firm’s plans to expand further into the Middle East and other emerging markets. As RIM continues to explore possible solutions to get itself back into the wireless race, you have to admire the company’s “get in where you fit in” mentality.
“We’re getting the first one up and running and then we’ll be looking at other cities across the Middle East — Saudi Arabia, Kuwait, Qatar,” RIM’s managing director of the Middle East business told Bloomberg. In addition to its efforts in Dubai, RIM also plans on launching approximately 4,000 outlets across Indonesia, which includes dedicated BlackBerry stores, store-in-stores locations and kiosks. The company also has plans to expand into Africa where it has plans to open flagship stores in Nairobi, Kenya, and Lagos.
“The Middle East is different from Indonesia and what we need to do is a little bit different in terms of the experience we want to deliver,” RIM’s global head of sales, Patrick Spence, told Bloomberg during an interview. “We’re being very focused in terms of the countries and cities we’re doing it in, based on where the brand is and what we think we need to do.”