BlackBerry World 2012 is coming up in May and RIM is set to show the world their new vision and direction. In some ways it’ll define the company and also really define new CEO Thorsten Heins. RIM has already promised developers who attend the BlackBerry 10 Jam sessions that they’ll leave the conference with a prototype device running the new BlackBerry 10 OS – so we’ll see this in action and hopefully a few of their new smartphones (expected launch is still “in the latter part of 2012″).
In the meantime a promo video for BlackBerry World 2012 has been uploaded to YouTube. Rory O’Neill, VP of Product Marketing, says that “We’ll be sharing our perspective of the future of mobile, the internet, and what it means for our customers and partners worldwide. We’re going to delve into BlackBerry 10. We’re going to talk about what it means for enterprise customers, public sector customers, for small businesses, entrepreneurs, consumers, our operator partners, and importantly developers. We’re going to start to share the story and the direction and the vision for BlackBerry as a company.”
That’s a packed full statement and seems BlackBerry 10 hits every possible customer. In addition, it’ll be interesting/exciting to see how they’re going “to share the story and the direction and the vision for BlackBerry as a company”… RIM is the company, BlackBerry is the brand/product they sell. Perhaps they will be re-branding the company to “BlackBerry”. Check out the video below