When the Chief Executive Thorsten Heins unveiled the new BlackBerry Operating System on Wednesday, he would be hoping that the launch marks the beginning of a comeback. The new Operating System BlackBerry 10 - is not only an attempt by RIM to counter the Smart Phone Market Leaders Samsung and Apple but perhaps the last throw of dice in its fight for survival. RIM's share of the global Smart Phone market has fallen from a peak of roughly 20 per cent in 2009 to about 6 per cent today. Jan Dawson, chief telecom analyst at Ovum believes that the new software platform will provide a temporary boost in performance but no salvation for RIM.
"RIM continues to face the twin demons of consumer driven buying power and a chronic inability to appeal to mature market consumers"