(MENAFN - Arab News) Saudi owned and based company Luxury Events and Canadian company Research in Motion (RIM), makers of BlackBerry, signed an agreement in Riyadh on Monday that will allow them to tap into a wider market in the Kingdom.
Prince Khaled Bin Mansoor, CEO of Luxury Events and Khaled Kefel, managing director of RIM Middle East, spoke after the meeting at the Kingdom's Tower in Riyadh.
Kefel said, "The primary purpose of the agreement is to benefit from the services of Luxury Events to reach members of the community here in the Kingdom."
BlackBerry will be partnering with this company in all its events, he added.
Luxury Events, an event planning company whose events range from large-scale comedy shows to unique private events, are known for developing new talent and attracting local and international celebrities.
Luxury Events and global leader in wireless innovation RIM, expect their partnership will enhance their respective markets in Saudi Arabia, pave the way for new opportunities and help shape and revolutionize the region's entertainment sector.
RIM's BlackBerry brand will gain access to a more hands-on approach through innovative marketing opportunities using celebrities and events to connect with current users as well as attract new customers.
In addition to expanding it's customer base, Luxury Events will utilize newfound capabilities to further improve and enhance their entertainment services. "This partnership will allow Luxury Events to access RIM's vast technology and resources and tap into a wider market than ever before," Kefel said.
"The entertainment sector is expected to benefit from this partnership and to completely reshape and revolutionize it in ways that previously seemed impossible," he added.
Kefel told Arab News, 56 percent of mobile phones sold in the Kingdom are smart phones. He said the long-awaited BlackBerry 10 device will be launched on Jan. 30.