Research in Motion which will now be known as BlackBerry could wriggle out of struggle mode on the strength of new BlackBerry 10 platform to be able to compete with Apple, Samsung and ‘now revamped’ Nokia, according to research firm Strategy Analytics. For this the comoany has taken many desperate steps.
 
 Firstly, the Company will adopt the name of its revolutionary BlackBerry smartphone to coincide with the launch of its new mobile computing platform, BlackBerry 10. The move consolidates the company’s brand into a single cohesive global presence.
 
“This change from Research In Motion to BlackBerry comes at a defining moment in our company’s history,” said Thorsten Heins, President and CEO.
 
Then the company appointed 14-time Grammy Award winning singer, songwriter and entrepreneur, Alicia Keys, as BlackBerry’s new Global Creative Director. In her new role, Keys will work closely with app developers, content creators, retailers, carriers and the entertainment community to further shape and enhance the BlackBerry 10 platform, and inspire creative use through its remarkable capabilities and functionality.  RIM said from music to books, to film, to apps, Keys will lead the charge of enhancing entertainment consumption and distribution, through the power of BlackBerry 10.
 
To ensure that it turn things around RIM is trying to rope in major and independent app developers. It has announced that 1000 of the top app partners will be making their applications available on the BlackBerry® World™ storefront. The partners range from leaders in social media to the top games, sports, productivity, lifestyle apps, and more.
 
All these developments coincide with the launch of BlackBerry Z10 and BlackBerry Q10 smartphones at events held simultaneously in New York, Toronto, London, Paris, Dubai, and Johannesburg.
 
The Strategy Analytics report, "Research no longer in Motion as BlackBerry jams on" predicts modest short term success for the new BlackBerry platform while providing a strong foundation for long term growth.
 
The report suggest BlackBerry has struggled over the last two and a half years experiencing near constant revenue, shipment and ASP growth declines during that period. In addition, the platform has been lapped in the apps race by everyone including late starter Windows Phone. However, the launch of BlackBerry 10 is a new beginning expected to stem revenue declines during the year and re-introduce the world to BlackBerry.
 
Kevin Burden, Research Director said "Blackberry 10 is now the newest mobile platform on the market and gives Blackberry the opportunity to attract users who are feeling the fatigue set-in from five year old platforms like iOS and Android."
 
Josh Martin, Research Director said "BlackBerry's success in wooing major and independent app developers is an important first step in establishing the BlackBerry brand with app-hungry consumers but long term support and growth are critical to rebuilding the brand."
 
David Kerr, Vice President added "the BB10 OS is something different while the touch experience is at long last at least on parity with Android and Windows devices in general. In terms of shelf space and mindshare, retailers may well be relieved to have something else to offer at a time when there is no new shiny Apple device even if Apple fatigue is far from setting in in our opinion".
 
Neil Mawston, Research Director said "BB10 is an impressive first effort but all first generation OS take time to ramp. We should judge BB10 in Q4 2013 for western markets and Q1 2014 for eastern markets."
   
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