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MOBILE MARKETING: Will BB10 spark a BlackBerry revival?

BlackBerry has unveiled the products it hopes will become its saviour. But, asks Alex Aspinall, will they be enough? Will BB10 spark a BlackBerry revival?

Back in May last year we covered the downfall of BlackBerry maker RIM, canvassing the opinion of leading B2B marketers to assess what it needed to do in order to turn things around. Nine months later, the company has shown its hand. RIM is no more; it’s now just ‘BlackBerry’. It has unveiled two new phones, launched with a new iteration of its operating system. And the company seems to be aware that in order for any of that to matter, it had to deliver a competitive ecosystem of apps.