RIM today hosted a major event in New York to launch the new BlackBerry 10 OS. RIM also announced that the company is rebranding itself as BlackBerry. A fresh new brand with a highly anticipated mobile platform should give the company reason for optimism, but BlackBerry 10 (BB10) isn’t just a new iteration of the once-dominant smartphone brand—it’s a sink-or-swim proposition that will determine the fate of the company itself.

BB 10 has been delayed time and time again. You can’t fault a company for being dedicated to getting it right—BlackBerry deserves kudos for having the conviction to make sure BB10 is polished and delivers the experience intended, despite the fallout and negative impact of delaying the launch.

While we’ve waited to see what’s next from BlackBerry, though, its market share has plummeted. BlackBerry has dropped from the leading smartphone platform, to battle with Microsoft’s Windows Phone for a distant third place—fighting over the few table scraps left over from iOS and Android.

Restoring faith in the brand and winning back customers won’t be easy. Here are three primary challenges the new BlackBerry must overcome in order to make BlackBerry formidable once again.

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