RIM says media features to expand BlackBerry market

TORONTO (Reuters) - Media features and lifestyle applications will be key to the ability of Research In Motion Ltd.'s BlackBerry e-mail device to capture a bigger slice of the broader consumer market, the company's co-chief executive said on Tuesday.

"We'll be definitely supporting more forms of media, it's a big part of our direction," Jim Balsillie told Reuters, 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 in lays right on top 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.