RIM seeks to regain glory with BlackBerry 10 launch
NEW YORK (AFP) - BlackBerry maker Research in Motion (RIM) begins its comeback bid on Wednesday with a new platform launch in a make-or-break move for a firm that is rapidly sinking in the smartphone market it once dominated.
The Canada-based company unveils its BlackBerry 10 operating system and handsets in what some see as its last, best chance to remain a major player in an already competitive sector that is nevertheless attracting new entrants.
RIM boomed as the maker of "crackberries," a nickname stemming from the addiction the phones engendered, but it risks becoming a footnote in a market led by Apple's iPhone and rivals who use Google's Android operating system.
"The importance of this launch cannot be overstated," said Mr Ramon Llamas, an analyst at the research firm IDC. "There's going to be a lot of work that needs to be done to earn back respect."