The company behind BlackBerry - who some say in fact pioneered the smart phone revolution - has fallen behind somewhat in recent years.
Research In Motion (RIM) today is expected to announce a complete rebrand as it launches new products in what it hopes will see its resurrection against the giants of Apple and Google’s Android.
BlackBerry 10 launches today – a brand new operating system alongside two new devices. One fully touchscreen, the other with a physical keyboard which has long been a selling point for the company.
But the launch has to make headlines. The company is spending a small fortune to take on the likes of Samsung with an advert at this weekend’s Superbowl in the U.S and they’ll hold a glitzy product launch later today.
But BlackBerry has an uphill struggle. Corporations have already opted for other manufacturers for their company handsets and the app ecosystem on Apple and Android is well established. Without the apps to support its operating system, BlackBerry will suffer.
BlackBerry hopes the new operating system’s features will entice users. It promises an integrated hub which allows messages from every platform to integrate seamlessly. So you’ll see your work emails, personal emails, Facebook, Twitter and BlackBerry Messenger messages all in one place. It’ll also allow users to create personalities so that personal and business activities are kept separate and secure.
There is unlikely to be an exodus of Apple and Android users to the new platform, so BlackBerry will be hoping existing users upgrade and that business users creep back slowly to the platform that will need to undercut the rest of the market to ensure its survival.