In September 2008, RIM held its analyst summit. RIM's top executives use this annual event to lay out the company's vision for developments in its market, and its strategy for addressing those developments.

One of the main themes this year was "targeting the consumer." As CEO Mike Lazaridis put it in his keynote address: "Our mission in life is to get everyone addicted to typing on those little keypads!" In this paper, we consider how RIM's positioning will need to develop, in order for the BlackBerry to address the mass market opportunity.