BlackBerry branches out into lifestyle

Music, photos and other lifestyle applications will be key to the ability of Research In Motion's BlackBerry email device to capture a bigger slice of the consumer market, the company's co-chief executive says.

"We'll be definitely supporting more forms of media, it's a big part of our direction," Jim Balsillie said.

The BlackBerry has become a staple for professionals, but has yet to gain widespread popularity among mainstream users of portable technology.

Balsillie declined to comment on the possibility of the company partnering with Apple to create what has been dubbed the AppleBerry, a device combining the BlackBerry's features with iTunes music software, and potentially with camera and video capabilities.