Blackberry to go consumer?

Very interesting to read on zdnet that Blackberry are launching a touch screen device in '08 signalling a renewed interest in the consumer market and potentially hotting up the iPhone race.

Of course, the Pearl was launched with a campaign also targeted at extending usage into the lucrative consumer space (remember the 'it would be a shame to use it just for business...' ads?). I may be mistaken but has anyone seen hordes of young, consumer-type users proudly showing off their BBs?

This leads me to question the wisdom of trying to launch another product to this market...

At its core - Blackberry is an excellent business device - it provides push email plus all the organiser functions a business person needs. It has the potential of offering mobilised applications as well (when these materialise). But let's face it - it has never been a sexy device, the early models were chunky and often worn in a frankly worrying belt holder. The later models are better but still lack any obvious coolness (except for the core function). Finally the brand- to me this is a classic business brand, up there with the Thinkpad, Tumi luggage, Mont Blanc, British Airways and hell, even the Economist.

Am I being unfair on Blackberry? I am sure there are examples of brands who manage to maintain a profitable business and consumer presence. However as the mobile email market reaches a critical phase of comeptition why mess with such a successful business model? Business users do have different needs from mobile devices, a quality keyboard, good battery life and robust design and OS. That is why I am not sure the iPhone has great business potential outside creative, media types who already use Powerbooks. Any expansion into consumer markets would need very careful management....

Am I mis-reading the approach? are there loads of consumers waiting for a BB?