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U2 Jumps iPod Ship for RIM Deal

Rock band U2 looks to have moved on from Apple and its iPod promotional deal in favor RIM's BlackBerry smartphone lineup. According to U2 front man Bono, the band struck a deal with RIM because they get access to the company's labs -- something Apple wouldn't agree to, according to the Globe and Mail.

"Research In Motion is going to give us what Apple wouldn't -- access to their labs and their people so we can do something really spectacular," Bono said -- apparently indicating that his band thinks it has something to offer in the handheld and software design arena.

RIM and U2 look to be collaborating on a BlackBerry application that will let the band and fans interact with each other on the U2 360 tour.

While the promotional deal with U2 could be a major win for RIM and its market battle against Apple's iPhone, the company doesn't seem to be doing much to take advantage of the union. In fact, word of the deal came from Bono during a conversation with a radio DJ in a bar.

RIM's deal is certainly a step in the right direction in taking on Apple, but the smartphone maker will have to ramp up its game if it plans to seriously compete with the iPhone's marketing powerhouse.

 

6 comments from the community.

You can post your own below.

mahuti said:

Yawn. If U2 has such a great idea, they can use the SDK just like anyone else and make an app. Non-event as far as I’m concerned, and shows how either a; desperate Blackberry is, or how b; unimportant they consider their software design experience to be. I’d guess the latter.

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fultonkbd said:

This is a great step for RIM. Thought Apple already did it with U2 and other artists. So it’s not entirely groundbreaking. A lot of people like U2 so this will help RIM create an image “hipness”.

I personally don’t think U2 has done anything spectacular since WAR but that just me. (Not trying to troll here. I like some of the U2’s music - new and old. Just never “got it” when it came to them. Some people just love them.)

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Bosco (Brad Hutchings) said:

U2 should have named themselves CUL8R. Or maybe L33T. Or STFU. Or TTFN.

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Guest said:

Just what does U2 (or any other act) bring to the table in terms of the product?  These are almost always just vanity deals; a different color, bundle some tracks for a branded package.

And I’m pretty sure Apple isn’t exactly fretting over not having the “privilege” to underwrite U2’s tour so that the band and Paul McGuine$$ can make even more money.

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salparadise said:

U2? Hip?

ROFL

Oh puleeeease!

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fultonkbd said:

U2 or any other act brings the only thing they have that would be of any value to any company… Fans. Is U2 Hip? Cool? Sweet? Those are relative terms. You may not like them but over the years U2 has proven that they have enough to secure a fairly large fan base.

Apple used U2 and now RIM is, to push a product to people who fit the demographic. Will it pay off for RIM, who knows? I think it will to some degree. There are a bunch of people that “love” U2 and will now look at RIM.

As those fans are doing that. I will keep my iPhone smile

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