Is New BlackBerry Enough to Stave Off Apple and Android?

blog.blackberry.comEarlier today, BlackBerry unveiled the Torch; the newest BlackBerry device, which will feature both a touchscreen and a keyboard. The device will be $199.99 with a new two-year contract, and goes on sale August 12th. Joined on stage by AT&T's Ralph De La Vega (I'm sure Steve Jobs is thrilled!) RIM's  President Mike Lazaridis laid out the new multimedia focus of the device, and the new App World application store, featuring billing on your AT&T statement.

Is the Torch good enough to lure iPhone or Android users away? Early reports are no, but that's not really the point. This device serves one purpose: to close the gap between BlackBerry and the other mobile smartphone choices, keeping current BlackBerry users from jumping ship.

While many individuals purchase BlackBerrys, the core buyers are large companies, furnishing the devices to employees. In this all-or-nothing deployment, maintaining sales is as "easy" making sure IT folks don't rock the boat, and suggest a change away from BlackBerry. In that regard, the Torch looks like a solid smartphone, just don't put your iPhone 4 on eBay yet.