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Embattled smartphone maker Research in Motion (RIM-T) is taking a new approach in its attempt to woo app developers to its new operating system, BB 10.
In a video released on Tuesday, a host of RIM execs released a music video parody of REO Speedwagon’s “Keep on Loving You" titled "Devs, BlackBerry Is Going To Keep On Loving You."
The video was released at a developers conference in California where CEO Thorsten Heins and other executives are attempting to lure developers into making apps for its next line of smartphones, which are expected early next year.
The new operating system has been plagued by delays and the company has continued to fall behind to rivals such as Apple and Samsung in the smartphone race.
In the video the company admits that it is facing "challenging times," but promises that a launch is "just ahead."
"A whole new mobile computing platform may be one tough proposition, so don't be misled, the launch is just ahead. We'll have BalckBerry 10 both in full touch and QWERTY editions," the execs sing.
While RIM has repeatedly said in the past that it expects its new line of smartphones to be a game changer for the mobile space, investors have remained skeptical and pushed its share price down to below $7 -- a far cry from the $148 the stock peaked at in 2008.
"We intend to introduce a steep change in the smartphone experience device," new chief marketing officer Frank Boulben told BNN at the company's shareholder meeting in July. “We are building an entirely new platform.”
The video features RIM executives Alec Saunders, VP Developer Relations & Ecosystem, Chris Smith, VP Application Platform & Tools, and Martyn Mallick, VP Global Alliances & Business.