At its BlackBerry Jam developer conference in San Jose on Tuesday, the mobile company decided to entertain its attendees – or possibly horrify a few of them – with a slickly-produced music video featuring three RIM executives singing a developer-focused version of the classic REO Speedwagon hit, Keep on Loving You.
The video is apparently RIM’s way of expressing its appreciation for developers that have stuck with the BlackBerry platform.
“This video is a thank you to all developers supporting the BlackBerry platform. Your Developer Relations, Alliance and Developer Tools teams appreciate your enthusiasm and loyalty! We’re Going To Keep On Loving You,” reads the accompanying blurb on YouTube.
The three-and-a-half-minute production kicks off with the lyrics:
‘Cuz we’re in transition.
A whole new mobile computing platform may be
one tough proposition.
So don’t be misled,
The launch is just ahead,
We’ll have BlackBerry 10 both in full touch and QWERTY editions.
In a message to BlackBerry developers, vocalist Alec Saunders – RIM’s VP of developer relations and ecosystem – sings, “We’re gonna keep on loving you,” at the same time reassuring them that “our updated SDK is really cool.”
Check it out at the end of this piece and let us know: epic fail or good laugh?
Besides serenading the developers, RIM is also hoping to hold on to existing ones, or even attract new ones, by offering $10,000 per BB10 app submitted to its app store, provided it meets certain quality requirements.
The video was screened on the same day that RIM boss Thorsten Heins announced some better news for the Ontario-based company. Against expectations, BlackBerry subscriber numbers rose to 80 million for the quarter ending September, an increase of two million from earlier this year.
RIM’s future rests heavily on its next mobile operating system, BB10, which is set to launch early next year, together with a number of new handsets. Hopefully the Keep On Loving You video released on Tuesday won’t have scared off too many developers, and the phones can come to market with plenty of BB10 apps to choose from.