Product Launch of BlackBerry 10 Series 
New Product Launch
BlackBerry 10
BRIEF DESCRIPTION OF THE COMPANY
BlackBerry 10 series is the new product issued by the company BlackBerry Limited, the former Research in Motion Limited Company. BlackBerry Limited is a Canadian telecommunication company that specializes in smartphones and wireless equipment. The company has produced over 70 models of BlackBerry smartphones over the last decade. Founded in 1984, Research in Motion worked on two-ways wireless pagers, to later concentrate on developing smartphones (BlackBerry 2013). For many years, the company has been a leader on the smartphone market until the arrival of new devices such as iPhones and android platforms in 2007, when the company started to drastically decline. From then on, the company’s smartphones have been criticized on various features, comparing among other things, the web browsing, the keyboard, the operating platform and the look of the phones to the other devices. As a matter of fact, BlackBerry Limited went from holding 37% of the market in 2010 to 5.9% of the market in the United Stated in 2013 (comScore 2013). Although this decrease may be explained by various factors including the entrance of new performing phone devices on the market, other major incidents are known to have affected the company’s credibility, such as the unreliability of their internet service access and the postpone of the launch of BlackBerry 10 series, which was delayed twice, right about the time the iPhone 4S was making its entrance on the market. In 2013, the company decided to reinvent itself, renaming the company BlackBerry Limited, thus changing its direction, restructuring the company, replacing executives, and making the new vision of the company “One brand. One promise”, giving a brand new meaning for the company to focus only on BlackBerry smartphone devices (BlackBerry 2013). In January 2013, the Canadian company launched their newest device, the BlackBerry10, which is currently ranked third in
BlackBerry 10
BRIEF DESCRIPTION OF THE COMPANY
BlackBerry 10 series is the new product issued by the company BlackBerry Limited, the former Research in Motion Limited Company. BlackBerry Limited is a Canadian telecommunication company that specializes in smartphones and wireless equipment. The company has produced over 70 models of BlackBerry smartphones over the last decade. Founded in 1984, Research in Motion worked on two-ways wireless pagers, to later concentrate on developing smartphones (BlackBerry 2013). For many years, the company has been a leader on the smartphone market until the arrival of new devices such as iPhones and android platforms in 2007, when the company started to drastically decline. From then on, the company’s smartphones have been criticized on various features, comparing among other things, the web browsing, the keyboard, the operating platform and the look of the phones to the other devices. As a matter of fact, BlackBerry Limited went from holding 37% of the market in 2010 to 5.9% of the market in the United Stated in 2013 (comScore 2013). Although this decrease may be explained by various factors including the entrance of new performing phone devices on the market, other major incidents are known to have affected the company’s credibility, such as the unreliability of their internet service access and the postpone of the launch of BlackBerry 10 series, which was delayed twice, right about the time the iPhone 4S was making its entrance on the market. In 2013, the company decided to reinvent itself, renaming the company BlackBerry Limited, thus changing its direction, restructuring the company, replacing executives, and making the new vision of the company “One brand. One promise”, giving a brand new meaning for the company to focus only on BlackBerry smartphone devices (BlackBerry 2013). In January 2013, the Canadian company launched their newest device, the BlackBerry10, which is currently ranked third in