Research In Motion is hoping a song will keep developers from abandoning the BlackBerry and flocking to other platforms.
At the start of a San Jose, California conference for BlackBerry developers on Tuesday, the company released a music video featuring three of its senior executives playing a love song to the code-writers whose loyalty means so much to the long-term survival of RIM.
The song is a cover, of sorts, of REO Speedwagon's 1981 hit "Keep On Loving You." And it's not half bad, at least in terms of its production values, but the lyrics are pure PR spin.
“We’ve all seen these are challenging times, baby,” Alec Saunders, vice president of developer relations, croons. “‘Cuz we’re in transition/A whole new mobile computing platform/So don’t be misled/The launch is just ahead.”
RIM has been contending with frustrated app developers over two major delays to its long-anticipated BlackBerry 10 platform that have pushed back release dates.
“And though I know you’re all wondering ‘when’ … it won’t be forever,” Saunders promises.
At the conference, known as BlackBerry Jam, RIM chief executive Thorsten Heins said the new platform and accompanying smartphone — on schedule to be launched early next year — would almost have the processing power of a laptop.
Heins says it will separate a user's personal and corporate information and both sets of information will be encrypted and fully secure.
The new BlackBerry Messenger instant text service will allow a user to type in more than one language in the same sentence.
The demonstration smartphone was being used with one hand and allowed its user to easily manipulate the touchscreen with a finger.
RIM has already lost significant market share due to delays in bringing out its new generation of BlackBerry smartphones to compete with iPhones and smartphones using Google's Android operating system.
— With files from The Canadian Press