Can RIM's BBX OS plans reverse BlackBerry's fortunes?

Major changes or overhaul is needed, but whether the determination is there to make large scale changes remains to be seen, the alternative may be the decline of the BlackBerry as it now exists. RIM’s leaders have been fighting a losing battle in the mobile space-making minor changes to address specific ill rather than opting for deep seated changes. The question is whether a fundamental solution is in the works and what alternative RIM has on the table. RIM promised a strong and coordinated response to address the renewed challenges the company the company facing dynamics are shifting fast, putting immense pressure on BlackBerry market share.RIM BBX OSRIM Headquarters Who will save RIM? RIM is at a crossroad, there is a desperate need for major changes and global growth, and investors need to know here it sis coming from and what will drive it, however, the source of market growth totally unclear. Does RIM’s focus on current issues mean it has no possibility of spurring market growth? Will the new RIM’s “superphones” plan boost RIM’s engine? And crucially-do RIM have enough firepower and skills at their disposal to pull the company out of a major downturn? RIM does still have some formidable resources at their disposal. The company is betting hard on its new BlackBerry OS powered smartphones- the upcoming, much anticipated BBX OS 7 powered smartphones. RIM believes that it could reverse BlackBerry fortunes, and possibly make a strong hit in the market and give the company a big boost. Coordinated moves to shore up RIM’s market share would be a crucial first step in saving BlackBerry. Despite such cautious optimism about the upcoming RIM “superphones”, recent figures is less encouraging. RIM market share is under siege. The company is already at the penalty box, analyst argue that launching the costly product line –“RIM superphones” could ultimately be the tipping point that will push the company into tailspin once again. And if RIM missed it target and it plan failed, the company might place in a very serious trouble, and it’s a life-threatening situation. The failure could push the company into brink of absolute collapse. Signs of damage could be seen everywhere, the company’s share of U.S. mobile-phone subscriber in the three months through November dropped to 6.5 percent from 7.1 percent in the previous quarter. RIM also lost ground among the top U.S. smartphone operating systems, its share fell to 16.6 percent from 19.7 percent, according to comScore. RIM was affected over the course of 2011 by major disruptions in the mobile market-disruptions made by intense competition from rivals like Google Android and Apple iOS. Staying in the game won’t be an easy task-it’s a very challenging time for RIM. It’s not just about resources and marketing muscles, RIM must have the determination and focus to stay in the mobile market.