Media features and lifestyle applications will be key to the ability of Research In Motion's BlackBerry e-mail device to capture a bigger slice of the broader consumer market, according to the company's co-chief executive.
"We'll be definitely supporting more forms of media, it's a big part of our direction," said Jim Balsillie, adding that delivering features such as photography, music and video with the BlackBerry "opens up some bigger markets".
"It's totally adjacent and complementary in some respects, but also in other respects it lays right on top of our existing market."
The BlackBerry has become a staple for business people, politicians, lawyers and other professionals, but has yet to gain widespread popularity among mainstream users of portable technology.
Mr Balsillie declined to answer a question about RIM partnering with Apple Computer to create what has been dubbed by some as the AppleBerry, a device combining the BlackBerry's features with iTunes music software, as well as potentially camera and video capabilities.
Canaccord Adams analyst Peter Misek wrote in a note last month an Apple-Berry combination would have "huge merit" and could take several forms, including Apple's iTunes being embedded into RIM's devices or a completely new device co-developed by the two companies.
Mr Balsillie also said that plenty of room to grow remains for the Waterloo, Ontario-based company and added it continues to look for acquisitions to round out its technology portfolio.
"We're always looking at technology acquisitions, we're always looking at rounding out the sort of whole BlackBerry middle-ware solution proposition," he said.
"Are we looking at some great big blockbuster thing? No."
He said service rollouts with its carrier partners are continuing, following RIM's recent announcement that Japanese mobile giant NTT DoCoMo will start selling BlackBerries this autumn.
"We've got another 120 or 130 carriers to launch around the world, so it's still very busy," Mr Balsillie said. "I don't see that changing."