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09/26/2012

RIM execs sing love song as company tries to stay afloat

 As RIM went to show developers its forthcoming operating system, BlackBerry 10, it released a music video of executives pleading for patience.

The love song, performed by the three top honchos, is called “Devs, BlackBerry is going to keep on loving you.” It’s somewhat of a throwback to the 1981 song “Keep on Loving You” by Speedwagon.

In the music video, the lyrics mix a love song with lyrics written to give an optimistic yet sympathetic spin on the long and painful wait for RIM’s next OS.

“So don’t be misled...The launch is just ahead,” sings VP developer relations Alec Saunders, referring to the oft-delayed BB10.

It’s an OS that’s way overdue. It’s supposed to make BlackBerry phones behave more like iPhones and Android devices. It’s supposed to be better for apps. It was supposed to be out there already, but unfortunately for RIM, it’s not in any consumer’s hands.

A previous deadline of late 2012 is now early 2013, missing the key holiday season. At one point, the OS previously known as BBX was pegged for an early 2012 release.

Early screenshots don’t reveal any revolutionary features, nothing to steal the spotlight from Android and iOS users. Other than BBM, but many people have already moved on with similar messaging apps like What’sApp.

What do you think will come next for RIM?

- Maurice Cacho, MSN Tech & Gadgets

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Danny BradburyDanny Bradbury

Danny Bradbury is a technology journalist with 20 years' experience. He writes regularly for publications including the Guardian, the Financial Times, the Financial Post, and Backbone magazine. Danny also writes and directs documentaries.

Maurice CachoMaurice Cacho

Maurice Cacho is a Toronto-based journalist mixing his love for tech with a passion for news. He's also CP24's Web Journalist and appears daily on CP24 Breakfast and weekly on the channel's tech show, Webnation, discussing tech news and trends.

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