On Tuesday of this week, Research In Motion CEO Thorsten Heins spoke at a conference for mobile application developers in an effort to garner support for the release of the Blackberry 10, which is due to hit the market in four to six months.
As reported by the Associated Press, Heins underlined the fact that Blackberry was in need of a change, and the new operating system was RIM's plan to salvage a name that has suffered years of losing close to $80 billion in shareholder's money.
Apple's iPhone and Google's Android systems have been the more popular systems, mainly due to their larger selection of apps. Blackberry has 105,000 applications while Apple's iTunes and Google's Play stores boast 700,000 and 600,000 apps, respectively.
However, Heins said at the conference that the Blackberry 10 isn't going to try and out iPhone the iPhone. Rather, they want to create something that is better for a specific type of user – always-connected multitaskers that want to get a lot done in a short amount of time.
"We are not developing a 'me-too' product or a copycat of what already exists," Frank Boulben, RIM's marketing chief, told the website AllThingsD.
Boulben added that the company doesn't feel as if they're necessarily missing a crucial selling period by not releasing the new phone over the holiday shopping season. On the contrary, he said it will be a better selling window afterwards, and give them more time to educate the public and train their sales force.
Another way that companies can ensure they stay unique and ahead of the competition is to partner with a live answering service. This will provide customers with an outlet to work with a representative 24/7 through phone, email or text messaging services.