Heins is hoping that the new OS will save his company, which will be doomed if the Blackberry 10 tanks.
According to AP, some might be hoping that would try to restore RIM’s glory by making it the number one smartphone again, but it seems that Heins is targeting smaller fish.
It is not clear if Windows will do well in the mobile market, even if Microsoft has a deal with Nokia to sell one. Indeed it is not clear if Nokia will survive its Microsoft deal either.
So when Heins told Reuters that he is confident that the upcoming BlackBerry 10 operating system can beat Windows Phone, he was saying something like his invisible friend could beat up Steve Ballmer’s invisible friend.
BlackBerry 10 isn’t due to launch until early in the new year, which will give Ballmer the chance to get his phone more established in the market.
Heins is confident RIM can be the number three mobile “egosystem” in the world, pushing Windows Phone down to fourth place.
“I’m not stopping until this company is where it belongs, which is at the leadership of mobile technology and mobile computing,” he told a gathering of media at the BlackBerry Jam developer conference to a thunderous applause from all three delegates.
To be fair, the features Heins of the OS 10 mentioned are markedly different to any of its rival platforms.
For example there is the “peek” gesture which lets users check their notifications without leaving the app they’re using.
Peek also lets users see what’s happening underneath the lockscreen by making the wallpaper disappear under their fingertip as they move it around the lockscreen. Whatever that means.
System notifications for core and third-party apps are all housed in the BlackBerry Hub. In BlackBerry 10, this inbox can be used to finish many tasks, such as replying to a message, rescheduling a meeting, or commenting on a Facebook post, without having to leave the hub and launch a separate app.
Instead of Microsoft’s “Live Tiles”, the Blackberry has “active frames” which combine the same idea with multitasking.
What Blackberry aims to do though is get back its bring your own device kudos. BlackBerry Balance separates work data from personal data, and while it’s been available for previous versions of BlackBerry, this time around its integrated at an operating system level. This makes it feasible to switch between home and business profiles easier.
RIM is already established within many business networks, thanks to its encrypted networks, but if it can encourage users to vote for the technology, rather than Android, then businesses might order it. Microsoft, however, can say that its Phone devices will play nicer with corporate networks.