RIM expanded the market by introducing the first BlackBerry models without a discrete QWERTY keyboard, in the candybar form factor. They developed a predictive text technology called SureType with a QWERTY-like layout, using two keys per button. By using only two letters per button, rather than three letters per button as in T9 using ten-digit keypads, predictive text accuracy could be improved dramatically. The use of a QWERTY-like layout took advantage of people's memory of the computer keyboard, since each button was roughly relative to each key. At the same time, the size of the BlackBerry could be dramatically reduced, as keyboards only needed to be 5-buttons wide rather than 10-buttons wide. These BlackBerries became more popular with the mass market as they became similarly sized to competing consumer-market cellphones.
