The market is making it out to be a last ditch effort for Research In Motion Limited (USA)(NASDAQ:RIMM)- the launch of the Blackberry 10 operating system.
It is obviously a high stakes launch for the Canadian handset maker which is struggling to make a comeback and re-establish itself as the preferred phone for the corporate set.
On Wednesday the company will be much-awaited operating system along with at least a couple of smartphones running on it.
Some reports are labelling the launch event as a `fight for its life’. While that may seem rather dramatic, there’s no doubt that so far as RIM is concerned, it is laying all its cards on the table.
Immediately after the launch, the company is marketing the new smartphones through heavy advertising in the Super Bowl series.
More details about the smartphones will be revealed during the launch, including the pricing for the handsets in North America and other important markets.
Expectations are riding on the new OS and the handsets and the Street has already showed what it thinks of it by the rally in RIM’s shares, since the BB10 platform was previewed in late September. They have rallied about 150 percent since that event.
Opinions are divided on the prospects of the company after the launch. Some think the company has a large enough base of corporate users to launch the platform domestically, while others believe enterprise policies like BYOD (bring your own device) have diminished the BlackBerry’s prospects in this arena.