After their past managements resignation, and their new team and CEO Thorsten Heins taking over and announcing BlackBerry’s biggest marketing campaign ever, RIM held a keynote on the brands focus and determination to bring BB back to where they belong – the top of the smartphone industry.

Well, they’ve managed to disappoint once again. Their financial earnings report for Q1 2013 shows that there is a $518m (£334m) net loss. They sold  5.4 million fewer smartphones than the same period in 2011, and they will sack about 28%  of their workforce (5000 jobs). Heins said that their 2012 launch schedule is no longer realistic and adds “I will not deliver a product to the market that is not ready to meet the needs of our customers. There will be no compromise on this issue.

“I am not satisfied with these results and continue to work aggressively with all areas of the organisation and the board to implement meaningful changes to address the challenges, including a thoughtful realignment of resources and honing focus within the company on areas that have the greatest opportunities.”

Some analysts fear that RIM could sell a part of its company, or form a partnership with another to compensate for this huge loss, but RIM’s primary goal is to launch BB10 and to make savings this year.

What will this delay bring? Nothing good. The brands image has been damaged once again, and not to mention that it will come late to the launch of the new iPhone, new Android releases, updates to Windows Phone software and the upcoming sale periods.