The maker of the BlackBerry smartphone is promising a speedier device, a superb typing experience and the ability to keep work and personal identities separate on the same phone. It’s the fruit of a crucial, long-overdue makeover for the Canadian company.
Thorsten Heins, chief executive of Research In Motion will show off the first phone with the new BlackBerry 10 system in New York on Wednesday. A marketing campaign that includes a Super Bowl ad will accompany the long-anticipated debut. Repeated delays have left the once-pioneering BlackBerry an afterthought in the shadow of Apple’s trend-setting iPhone and Google’s Android-driven devices.
Now, there’s some optimism. Previews of the software have gotten favorable reviews on blogs.
Although executives have been providing a glimpse at some of BlackBerry 10’s new features for months, Heins will finally showcase a complete system at Wednesday’s event. Devices will go on sale soon after. The exact date and prices are expected Wednesday.
Analysts are starting to see some slight room for a comeback. RIM’s stock is still nearly 90 percent below its 2008 peak of $147. Most analysts consider a BlackBerry 10 success to be crucial for the company’s long-term viability.