RIM's BB10 Campaign Requires Some Serious Work

With the BlackBerry 10 launch just around the corner, there is a lot of pressure on RIM's CEO to provide a 'Steve Jobs Moment.' However, given BlackBerry's 1.1% percent market share compared to the combined 92% share between rivals Android and iOS, it's a long road back. To add to the struggle, no other first-generation smartphone leader has been able to pull off this kind of rebirth. Palm and Symbian are dead and Microsoft is struggling. But, as one mobile analyst explains, RIM has a chance to carve out its own market with tomorrow's launch of BlackBerry 10 given that they get a few things right. They need to heavily promote their devices to CEOs, heavily promote the top apps to users, and most of all, they need to be able to explain why people should give it a look.

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