The Media Sync Software enables BlackBerry users to easily transfer music and playlists from the desktop to the BlackBerry's media player. The free download will also transfer any available album artwork.
The program only syncs songs that don't have digital rights management, which could be an issue for iTunes users as Apple sells most songs with the FairPlay DRM. The syncing software works with PCs running Windows XP (32-bit) with Service Pack 2 or higher or Windows Vista (32-bit). It currently does not work with 64-bit systems or Macintosh operating systems, according to RIM.
RIM is the dominant player in the smartphone market, with about 45% of the market, according to an IDC report. The company built this lead by aggressively targeting mobile professionals.
Apple took the opposite approach by marketing the touch-screen iPhone for casual users. Apple was successful in getting many first-time smartphone users to purchase the handset, and had nearly 20% of the market.
But the two companies have been crossing into each other's territory lately. RIM has been implementing features like this media software and introducing more handsets aimed at the mainstream audience. Meanwhile, Apple has been touting the latest iPhone's business capabilities to court the enterprise crowd.