RIM has the opportunity to reshape history for their benefit
I really think the lack of RIM marketing in the last while might turn out to be a benefit in disguise. In the general consumer mind blackberry was huge and then just sort of disappeared. I think that they should reshape the quietness that has happened into being something that was done on purpose. This could be used for an epic marketing campaign once bb10 is ready.
For example:
(commercial)
"Remember when a small company created the smartphone and changed the way people communicate forever?"
News clips (real or fake) about explosion of blackberries
"They made billions of dollars and then disappeared - what were they doing?"
Quick Multiple News clips of how blackberry spending more money on R&D than anyone
News clip (probably fake) about how bb10 is a quantum leap or something
Quick flashes of bb10 hardware
"some sort of - something is coming that will change everything - line and done."
By owning the downturn, and reshaping it, I think that RIM has an opportunity to change the conversation completely. Instead of it being a conversation about blunders and failures, the topic should be changed to it being done on purpose in order to change everything again. Doesn't matter if it was on purpose or not - this is how it should be spun from now on.
Stop reacting all the time and start shaping the conversation.