August 21, 2008 at 11:31 AM EDT

For the second time in as many months, Rogers Communications Inc. upped the ante in the battle for Canadian smart phone users by launching Research In Motion Ltd’s new BlackBerry Bold this morning.

Just a month after bringing Apple Inc’s iPhone 3G to Canada, Rogers became the first carrier in North America to begin selling the fastest BlackBerry RIM has ever built.

“It feels a bit like déjà vu to me,” said John Boynton, senior vice president of Rogers Wireless at a morning press conference at the company’s Bloor Street offices.

“This isn’t the first time we’ve been here this year for major, major product announcements,” he said.

Rogers Wireless launched the BlackBerry Bold, a high-end smartphone for the global business users. Rogers has the only high-speed network in Canada capable of running Research In Motion’s Bold and it’s expected to be expensive to operate, just like Apple’s iPhone. (Canadian Press/Research in Motion)
Rogers Communications

Research In Motion

The Globe and Mail

But whereas fanfare and line ups at Rogers Wireless locations greeted the launch of the iPhone, the Bold’s beginning was much more subdued. There were no customers queuing to be the first to buy the Bold.

However, unlike the iPhone, which is aimed squarely at consumers, the Bold is designed for “power users” at the high end of the market, said RIM VP Patrick Spence.

“It’s a whole new ballgame,” he said. “This is another of many firsts we’ve had with Rogers.”

The Bold costs $399 on a three year contract with Rogers.