The all-or-nothing launch of BlackBerry 10 next year is serious business for a RIM on the ropes, but playful music videos show the company still has a sense of humour.
It's no secret that the launch of BlackBerry 10 next year - scheduled for January 30 - is a big bet on RIM's future. After losing significant market share in the past two years to surging Android and iOS competitors, the once market-leading smartphone brand has soldiered through difficult times to the final months of a long campaign leading to the release of its next-generation BlackBerry 10 platform in 2013.
Which is why it's encouraging to see, despite the air of doom and gloom that pervades much media coverage of the company, that some of its top executives are still willing to send themselves up in a heartfelt plea to the software developer community. "Keep on Loving You" is a mock rock power ballad basically extolling 'the best is still to come', featuring VP of Developer Relations & Ecosystem Alec Saunders on lead vocals, ably assisted by Chris Smith (lead guitar, day job: VP Application Platform & Tools) and Martyn Mallick on keyboards (when not moonlighting as VP Global Alliances & Business).
The clip originally hit the web in September, but a revised version has just been released to sync with RIM's developer conference, BlackBerry Jam Asia, currently underway in Bangkok. If RIM can summon as much verve as they've shown here for next year's new BlackBerry smartphones (both touch and classic QWERTY models are lined up), we might be in for quite a show.
The writer travelled to BlackBerry Jam Asia as a guest of Research in Motion.