When research in motion CEO Thorsten Heins unveiled the BlackBerry Z10 and Q10 at a New York City press event on Jan. 30, he unleashed a branding bombshell: RIM is changing its corporate name to BlackBerry (and hiring Alicia Keys to be its global creative director) as part of its last, best shot at reinvention. But it's the models themselves that reveal the troubled company's turnaround vision--as well as several essential truths about smart phones in general.
The iPhone set the standard. When Apple joined the phone game in 2007, RIM's then leaders openly mocked it. But almost everything about the...
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