Will the word 'beleaguered' begin to detach itself from Research In Motion?
That's what the Canadian firm is no doubt hoping as it gears up to officially unveil BlackBerry 10 later today.
The arrival of BB10 will be celebrated at a series of coordinated global events, with ITProPortal set to attend the platform's London launch. Proceedings in the UK kick off at 15:00 GMT, so stay tuned for all the latest news and opinion as RIM sends its make-or-break new mobile operating system live.
In addition to the BlackBerry 10 OS, RIM is also lined up to break cover with six new devices this afternoon. Some observers have suggested that hardware is even more pivotal to the future of the North American company than its software efforts.
Devices particularly worth keeping an eye peeled for include the BlackBerry Z10, a 4.3in full-touchscreen handset intended to go toe-to-toe with the likes of Apple's iPhone 5. The QWERTY-keyboard rocking BB X10 is another product to watch as RIM looks to kickstart its recovery drive in earnest.
RIM's BlackBerry brand was once one of the most formidable combatants in the smartphone arena, earning the infamous CrackBerry moniker due in part to the popularity and prevalence of its free Messenger service.
However, the firm has struggled to win over consumers' hearts and wallets in more recent times, with Apple and Samsung handsets now thought of as the high street's must-have mobiles.
For more, check out our hands on with RIM's BlackBerry 10.