This Rumble in the Concrete Jungle between iPhone and Blackberry products will be a win-win for both. It creates potential for category expansion that will drive up the sales and brand equity of both these company's products.

Each will have their dyed-in-the-wool devotees, based on the strong, customer-centric strategies that both these companies employ. But for the have-not wannabes, choice will open up the category and, with only two key players, we have a Coke & Pepsi challenge, with plenty of room for growth.

The Blackberry will go from 'suit to hip' and the iPhone will go from 'hip to suit'.

But RIM will have to move a tad faster into hip than Apple into suit. Timing is key if they want to retain the customer relationships they already have. They are making the right moves, they just have to keep pace with these changing customer values, as technology and the culture of communications creates new desire within their customer segments. And they will have to rethink their marketing to get the 'hip' segment into their particular fruit flavour.

Don't laugh. I remember the Apricot computer brand. You just have to pick your fruit carefully. But this category really does need a strong 3rd and 4th player to do any real damage to RIM/Apple market share. Come on Europe & Japan. Show us what you've got.