RIM CEO Thorsten Heins at the BlackBerry Jam developer conference.
(Credit: Jessica Dolcourt/CNET )
When Research in Motion finally comes out with its first BlackBerry 10 phones, it will have the herculean task of convincing people it's actually worth a try.
RIM and the BlackBerry has burned away a lot of the good will and its standing as a preeminent smartphone brand over the last few years thanks to a near-comical succession of clunky product launches, delays, executive changes, and, at times, a frustrating refusal to acknowledge its own problems. But with a new leadership team, RIM is hoping to bounce back with BlackBerry 10. The phones, however, won't be entering the market as a de-facto leader in smartphones; it will be approaching it as a hungry and unproven challenger. As a result, the company needs to scramble to build some buzz and make up for lost time over the next few months leading up to its launch early next year.
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