the company is not going to bleed it's cash with mass advertising in the US market. They have a very small piece of that market and the media has shown a great disdain for Blackberry. As well, if the carriers do not help out much, there is a whole lot less advertising that goes on.
Officially, the company is targeting people that are hyper-socially connected and true multi-taskers that need to get things done.
They are really campaigning at the corporate world and those with a high security requirement. I don't think the company is targeting the fashionable iPhone crowd or the give-it-to-me-free Android crowd. That is what will stop them from ever being or even trying to be number 1. But there is still a large enough market to make them very successful.
If they got a low cost partner they might be able to go after the mass market but certainly not before that.
Those are just my thoughts.
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