Research In Motion Ltd has unveiled the long-delayed line of
smartphones it hopes will put it on the comeback trail, but it
disappointed investors by saying US sales of its all-new BlackBerry 10
devices will not start until March, sending its share price tumbling 12
percent.
Chief Executive Thorsten Heins also announced that RIM was abandoning the name it has used since its inception in 1985 to take the name of its signature product, signaling his hopes for a fresh start for the company that pioneered on-your-hip email.
"From this point forward, RIM becomes BlackBerry," Heins said at the New York launch. "It is one brand; it is one promise."
RIM, which is already starting to call itself BlackBerry, had initially planned to launch the new BlackBerry 10 devices a year ago. But it pushed the release date back twice as it struggled to perfect a new operating system.
The new BlackBerry 10 phones will compete with Apple's iPhone and devices using Google's Android technology, both of which have soared above the BlackBerry in a competitive market.
The BlackBerry 10 devices boast fast browsers, new features, smart cameras and - unlike previous BlackBerry models - enter the market primed with a large application library, including services such as Skype and the popular game Angry Birds.
The BlackBerry Z10 touchscreen device, in black or white, will be the first to hit the market, with a country-by-country rollout that starts in Britain on Thursday.
A Q10 model, equipped with a small "qwerty" keyboard that RIM made into its trademark, will launch globally in April.
Chief Executive Thorsten Heins also announced that RIM was abandoning the name it has used since its inception in 1985 to take the name of its signature product, signaling his hopes for a fresh start for the company that pioneered on-your-hip email.
"From this point forward, RIM becomes BlackBerry," Heins said at the New York launch. "It is one brand; it is one promise."
RIM, which is already starting to call itself BlackBerry, had initially planned to launch the new BlackBerry 10 devices a year ago. But it pushed the release date back twice as it struggled to perfect a new operating system.
The new BlackBerry 10 phones will compete with Apple's iPhone and devices using Google's Android technology, both of which have soared above the BlackBerry in a competitive market.
The BlackBerry 10 devices boast fast browsers, new features, smart cameras and - unlike previous BlackBerry models - enter the market primed with a large application library, including services such as Skype and the popular game Angry Birds.
The BlackBerry Z10 touchscreen device, in black or white, will be the first to hit the market, with a country-by-country rollout that starts in Britain on Thursday.
A Q10 model, equipped with a small "qwerty" keyboard that RIM made into its trademark, will launch globally in April.
