Smartphones are not just for business people anymore, haven’t been for several years now. Like so many other things, the smartphone has evolved from a business necessity to a stylish status symbol for any gadget lover. Today, Research in Motion (TSE:RIM) – the company whose claim to fame is satiating the obsessive email needs of professionals – announced its latest Blackberry, which many are saying is an effort to maintain a competitive edge over other smartphone makers.

According to Mike Lazaridis, President and Co-CEO, Research In Motion,  “The new BlackBerry Bold represents a tremendous step forward in business-grade smartphones and lives up to its name with incredible speed, power and functionality, all wrapped in a beautiful and confident design.”

From its lustrous black exterior, satin chrome finished frame and stylish leather-like backplate, to its stunning display, sophisticated user interface and newly designed full-QWERTY* keyboard, the BlackBerry Bold smartphone is a symbol of accomplishment and aspiration.

In the not so distant past, Blackberry wasn’t just the leader in smartphones amongst corporate North America, but was arguably dominating the smartphone market in general. As the consumer market grew, other cellular and wireless companies took notice of a new frontier for competition and according to some business analysts, R.I.M. must defend its hold on the smartphone market share. Where it used to have nearly 50% of the smartphone market, the entrance Apple’s iPhone into the competition cut R.I.M’s share to 40%.  

In describing the threat that Apple poses to R.I.M., Charlie Wolf, an analyst at Needham & Company, describes his wife’s entirely common use of the iPhone, which she takes to bed with her each night to browse the Web.

“Some consumers who might have considered the BlackBerry, who don’t have the e-mail urgency of a mobile professional, are going to start selecting the iPhone,” Mr. Wolf says. “This isn’t going to stop R.I.M., but it is going to slow them down.”

Inherent in R.I.M’s challenge to stay on top of the competition is expanding its customer base beyond the email obsessed business person, to the general public as well. However, this idea could be misleading in the sense that consumers may not be checking for a business minded phone to coincide with their everyday needs. The larger test is to see if this can be achieved without alienating the core customers with too many growing pains.