In an effort to promote the BlackBerry Curve 9360, RIM has begun a strong ad campaign in Singapore that targets the National Service men. With a little eye candy, and a camera-less device RIM is hoping to lure the servicemen of Singapore's military into a new Curve 9360. A camera in the military is generally frowned upon, so the camera-less 9360 is an ideal fit for such a situation. RIM is also looking to market the social networking aspects of the Curve 9360, by promoting the easy integration of Facebook, BBM, and games.
Singapore has been a hot spot for BlackBerry smartphones as it is one of the most popular brands in the country. RIM has been working hard trying to enhance their infrastructure in Singapore, and chose it over Indonesia to place key infrastructure equipment. Indonesia has one of the worlds largest BlackBerry populations at over 2.6 million customers.