RIM recently announced its quarterly earnings, revealing ongoing losses, but in the same announcement, the company took the opportunity to promote BlackBerry 10. RIM Chief Executive Officer Thornsten Heins claimed that the platform reboot will take smartphone operating systems to the "next level."

RIM lost $235 million during Q2 2012; just a year prior, RIM posted a profit of $419 million. The Canadian-based company reported revenue of $2.9 billion.

7.6 million smartphones were shipped last quarter,, down from 10.6 million in 2011. The sales outwitted analysts who predicted 6.4 million devices for Q2 2012.

RIM is increasingly falling behind Apple and Google as those companies continue to sell millions of units. Apple sold five million iPhone 5s within a week of the phone going on sale on Sept. 19. Samsung's Galaxy S3 Android smartphone is approaching 15 million units sold.

CEO Heins admitted in a conference call alongside the results that competitors have released strong products, but made optimistic comments about BlackBerry 10. BlackBerry 10 is seen by many as the last-ditch effort for RIM, after having failed to catch up to competitors with BlackBerry 7 and BlackBerry Touch. Trust may also have been lost by the fact that RIM failed to deliver a touch-based smartphone well with BlackBerry Touch.

Hands-on impressions of BlackBerry 10 revealed features including display of active apps as thumbnails. BlackBerry Hub also aims to provide profiles for users, particularly enterprise users, with different apps available when switching between platforms. The feature was described as unintuitive by The Verge, though BlackBerry says that it is not finished.

"They are driving sales in emerging markets and we think they will continue to lose subscribers in developed markets. It doesn't tell you anything about long-term success of the platform or the company," Jeffries analyst Peter Misek added on RIM. Next year's earning, and the success of BlackBerry 10, will probably be a bigger indicator or RIM's fortunes.

BlackBerry 10 launches in Q2 2013.