WATERLOO, Ontario—As the BlackBerry smartphone fell steadily further behind app-loaded rivals like the iPhone in recent years, it was time for an unambiguous response from the chief executive's office. 
 
 RIM is expected to report an operating loss following a decline caused partly by overconfidence in its keyboard devices amid the rise of touch-screen smartphones. Will Connors reports on digits. Photo: AP. 
 
 At Research In Motion Ltd., however, that was complicated. The BlackBerry maker had two chief executives. Moreover, their offices were about a 10-minute drive apart. Meetings with both of them present were rare, say former RIM executives and people who dealt with the company. 
 
 Many forces have combined to bring RIM to the point of reporting a quarterly operating loss, as is expected on Thursday, but one of them was a split personality in the executive suite, former executives say. As investor pressure mounted at the company recently, one CEO, company founder Mike Lazaridis, was focused on a make-or-break push to launch a next-generation BlackBerry with a new operating system. His co-CEO, Jim Balsillie, started pursuing a separate strategy that envisioned licensing out some of the company's proprietary technologies. 
 
 Both men are gone from the CEO suite now, replaced in January by former Lazaridis lieutenant Thorsten Heins. He is slashing costs. RIM says it is committed to seeing through the rollout later this year of its next BlackBerry. But Mr. Heins has hired investment bankers to explore options and hasn't ruled out a sale of a company, whose stock has tanked nearly 70% in 12 months and pushed its market value, at under $5 billion, to less than one-fifteenth of its peak. 
 
 RIM still has a comfortable cash cushion of more than $2 billion, which it said last month is likely to have grown in its fiscal first quarter ended June 2. It also is debt-free, giving it more breathing room to get out its new phone, with an operating system called BlackBerry 10 that RIM says "sets the standard for reliable, secure mobile computing." RIM has told its bankers it is focused on that rollout, said a person familiar with the matter. If the phone is a hit, the company will recover some of its lost value, and the new technology will be a boon to any possible sale or partnership in the future, this person said. 
 
 According to interviews with more than a dozen former RIM executives and industry executives who worked closely with the company, it was a blinding confidence in the basic BlackBerry product that was at the root of RIM's current troubles. Compounding that, as they describe the events, were a drawn-out internal debate over who their core customer was; a series of catch-up products that didn't really catch the company up; and tensions within parts of the company. 
 
 The bet long made by RIM was that both corporate and individual customers would continue to favor the BlackBerry's easy-to-use mobile email over the multiplying features and apps on Apple Inc.'s iPhone and devices running on Google Inc.'s Android operating system. When it saw consumers starting to gravitate away from BlackBerrys, RIM moved tentatively. 
 
 At one point, RIM worked to challenge the iPhone with telecom carriers that were fearful of Apple's dominance. The new models that came out of these collaborations, however, failed to generate iPhone-like buzz. 
 
 RIM isn't alone in failing to adapt quickly to the transformation of smartphones from devices to talk and email into pocket-size computers. Once-dominant Nokia Corp. has been forced into a partnership with Microsoft Corp. to equip its phones to compete, and is slashing thousands of jobs as its share of the global smartphone market erodes. 
 
 At RIM, executives eventually brought in outside talent, but that raised tensions inside the ranks of a company that already harbored separate Lazaridis and Balsillie fiefs, some former RIM executives and executives who have worked with RIM say. According to them, the separate teams sometimes clashed, especially as the onetime smartphone leader slipped further behind. 
 
 RIM, in a statement, said the split-personality characterization wasn't accurate. "As with any innovative company there were times when various people within the organization disagreed, but this was not the norm," it said. 
 
 "The CEO structure worked well for many years and allowed each of the co-CEOs to focus on their areas of strength," RIM added. It said the co-CEOs started out sharing an office, had offices next to each other, and then, "as RIM grew, they each took offices closest to those areas each supervised in order to stay close to their teams. At all times, they had an efficient, professional working relationship and were in close communication." 
 
 Read More Investors Brace for RIM's Results 
 
 Mr. Heins, soon after taking over as CEO early this year, put an end to the strategy pursued by one CEO: Mr. Balsillie's licensing initiative. RIM said it doesn't discuss nonpublic internal deliberations. 
 
 Mr. Balsillie has given up his board seat. Mr. Lazaridis remains nonexecutive vice chairman. 
 
 "Successful companies take what they can learn from every situation and use that to push forward," Mr. Lazaridis said, noting that he and Mr. Balsillie "felt it was the right time in RIM's life cycle to turn the leadership of the company over to someone else." Mr. Balsillie didn't respond to requests for comment. 
 
 RIM didn't make Mr. Heins available, citing a quiet period before the earnings release. 
 
 RIM essentially invented email on the go. Founded by Mr. Lazaridis in 1984 with a $15,000 loan from his parents, the company grew to a stock-market value of more than $80 billion at its zenith in 2008, controlling about half the U.S. smartphone market. 
 
 Enlarge Image Close David Manning/Reuters RRIM CEO Thorsten Heins 
 
 RIM hosted lavish banquets for its inventors. To mark milestones, it treated employees to concerts by bands such as U2 and Van Halen. At the company's campus of low-slung gray buildings 70 miles from Toronto, employees got free ice cream on "Frosty Fridays." 
 
 Amid its cost-cutting, RIM isn't giving up entirely on ice cream days. "Ice cream is a relatively low-cost way to build stronger bonds within our team," RIM said. 
 
 Mr. Balsillie, who came aboard in 1992 after having explored a takeover bid for the company, and Mr. Lazaridis became Canada's best-known billionaires, each funneling chunks of wealth to pet projects. Mr. Lazaridis built a theoretical-physics institute. Mr. Balsillie started a school for global governance and tried unsuccessfully to buy three professional hockey teams. 
 
 Behind the success was Mr. Lazaridis's unrelenting vision for robust engineering and innovation and Mr. Balsillie's push for market expansion. But former executives say there was also an aversion at the company to innovations that didn't buttress its core strengths: its proprietary network and reputation for security. 
 
 At an investor meeting about a decade ago, analysts asked Mr. Lazaridis whether RIM was moving to a color screen, a feature popping up on devices in Asia. "Do I need to read my email in color?" he replied, according to Brian Blair, then an analyst with Banc of America Securities. 
 
 Enlarge Image Close Mike Cassese/Reuters Former co-CEOs Mike Lazaridis and Jim Balsillie in January 
 
 RIM says that at the time, color screens were impractical, with high costs and high battery drain. It says it was among the first to adopt color displays just a few years later. 
 
 RIM's customers then were overwhelmingly companies, which gave their employees BlackBerrys for email. But a growing number were individuals, often eager for features such as cameras, games and Internet browsing. RIM brought out devices with cameras and MP3 players including the Pearl in 2006 and the Curve in 2007—the year the iPhone came out. 
 
 Still, RIM's carrier partners worried that the wild popularity of the iPhone could give Apple outsize influence in the market. Executives at Verizon Communications Inc. and Vodafone Group PLC approached RIM to work together on a phone that could compete with the iPhone, say people familiar with the matter. The collaboration resulted in RIM's first touch-screen device, the Storm. 
 
 "Vodafone started really rushing around saying, 'Helps us build an innovative competitor to the iPhone,' " said Pieter Knook, a Vodafone executive at the time. He said Mr. Lazaridis came up with the Storm's marquee innovation, a touch screen that physically clicked. 
 
 The Storm "sold very well," but wasn't a strong competitor to the iPhone, said Denny Strigl, at the time president of Verizon. 
 
 In 2010, AT&T Inc., then Apple's exclusive carrier partner, approached RIM about a plan to develop a touch-screen rival to the iPhone, said two former RIM executives. The chief of AT&T's mobile division visited RIM's research and development team in Waterloo to stress how important it was for AT&T to have a successful BlackBerry product to sell, according to people familiar with the visit. RIM said the objective of the visit was to develop "a differentiated, unique BlackBerry experience for AT&T customers." 
 
 "We work with all device makers to bring the best products to market for our customers," AT&T said. 
 
 A RIM-AT&T collaboration resulted in the BlackBerry Torch, say people familiar with the effort, but it was hobbled by hardware and software shortcomings. 
 
 RIM executives also missed some internal warnings. The sales division produced a research report in 2010 on the future of tactile keyboards, the thumb-friendly feature that was a favorite in the early days of the BlackBerry. The report warned that in the era of Apple's touch-only devices, keyboards would make up a diminishing share of the market, according to a person familiar with it, who said the warning was ignored. 
 
 During a meeting the same year, Mr. Balsillie asked if RIM should be worried about a new trend: consumers bringing their own smartphones to work and asking their employer to let them work on the devices. Some executives said the trend was a threat; a few said they weren't worried. Mr. Balsillie went with the latter view, said a person close to the company. RIM said it doesn't discuss nonpublic "internal company deliberations." 
 
 As Apple and Android devices ate into BlackBerry's market share, Mr. Lazaridis started looking outside for innovation, bringing in a new marketing team and other top executives. In April 2010 RIM bought QNX Software Systems, a maker of operating systems for cars and medical devices. RIM was readying a tablet to compete with the iPad, and executives decided that they would use QNX to power the device, called the PlayBook. 
 
 According to people close to the company, the acquisition stoked tensions between the teams led by Mr. Lazaridis, who was in charge of product development, manufacturing and R&D, and Mr. Balsillie, who ran carrier partnerships, sales and marketing. 
 
 The two CEOs met in person fairly regularly, and would send instant messages or call each other to bounce ideas around or get progress reports when they weren't in the same room. But as RIM hit trouble, they were more often than not toiling in very different worlds, according to these people, who say the teams reporting up to the two didn't communicate effectively if at all. Some projects would go astray before either co-CEO noticed, these people say, and disagreements between the two sides sometimes devolved into shouting matches. 
 
 The QNX leadership team reported directly to Mr. Lazaridis, bypassing Mr. Balsillie and other top RIM officers, rankling them, according to people familiar with the situation. 
 
 Meanwhile, by late 2011, Mr. Balsillie was deep into his own project, an effort aimed at licensing some of RIM's proprietary technology, such as its security network and its popular BBM messaging tool, to outside companies. Some analysts had long suggested such a move to boost revenue and buy the company more time as it readied its new phone. 
 
 Mr. Balsillie and a team under him struck licensing agreements with several partners, including carriers, according to people familiar with the effort. The deals would have allowed other smartphone makers and the carriers to use RIM's network for a fee. 
 
 But by the end of last year, RIM shares were hitting eight-year lows. On Jan. 22, the board, led by Messrs. Lazaridis and Balsillie as co-chairmen, said the two would step aside. They remained big shareholders and each kept a board seat. 
 
 Within a week of becoming CEO, Mr. Heins, a Lazaridis lieutenant, scuttled the licensing plan, people familiar with it said. He said he would focus a slimmed-down RIM on rolling out its new BlackBerry phones. 
 
 —Anton Troianovski, Jessica E. Vascellaro and Anupreeta Das contributed to this article. 
 
 Write to Will Connors at william.connors@wsj.com ||||| Thorsten Heins, CEO of Research in Motion, introduces the BlackBerry 10. (Photo: Mark Lennihan, AP) 
 
 Research in Motion -- now taking on the name BlackBerry -- has unveiled its latest line of BlackBerry smartphones. 
 
 The BlackBerry Z10 features a full touchscreen and textured back, while the Q10 features the traditional design with physical keyboard. 
 
 So far, Wall Street does not seem too impressed. The company's stock is down 6%. 
 
 Miss the event? Scroll down for a look at the action as it happened. 
 
 11:26 a.m.: Heins wrap up. The Z10 dominated the presentation, but BlackBerry has more details on the traditional Q10 smartphone on its official blog. 
 
 Beyond a physical QWERTY keyboard, the device features a 3.1-inch AMOLED touchscreen display. 
 
 11:19 a.m.: Based on a video, it looks like the Z10 will be available in either black or white. 
 
 The video shows Keys, director Robert Rodriguez and writer Neil Gaiman handling various projects on the new BlackBerrys. Keys says she plans on taking the phone on tour and create videos from every city. 
 
 11:17 a.m.: Keys says she's particularly focused on maintaining the phone's vision for balance between personal and work tasks. "I really want to bridge the gap between the work phone and play phone," says Keys. 
 
 11:15 a.m.: Keys talks to Heins about why she split briefly from BlackBerry to choose other phones, comparing it to a long-term relationship. She cites "sexier" phones on the market, but appeared impressed with BlackBerry's new changes. "We're exclusively dating again and I'm very happy," she says. 
 
 11:13 a.m.: Heins creating a global creative director position at BlackBerry. The company's CEO announces Grammy winner Alicia Keys will fill the role. 
 
 11:10 a.m.: Heins says all four major U.S. wireless carriers -- AT&T, Verizon, Sprint and T-Mobile -- will carry the Z10. Price points will vary based on carrier. Device will start hitting stores worldwide next month. 
 
 (Correction: AT&T, Verizon and T-Mobile will carry the Z10. Sprint has committed to carrying the Q10 when it comes out.) 
 
 11:08 a.m.: Seeing a variety of music and film options, from Alicia Keys to Pixar movies. This looks like a real serious push to battle Apple and Google. 
 
 11:07 a.m.: Checking out montage of the apps and other media in BlackBerry World. Again, most of the heavy hitters are available, such as Evernote and Dropbox. 
 
 11:04 a.m.: One area where BlackBerry will need work is apps. Currently, BlackBerry World hosts 70,000 applications, much lower than competitors. However, the selection is pretty strong, including Skype, MLB and Amazon Kindle. It appears most of the major apps are available. Lots of games featured too, including Angry Birds and Where's My Water? 
 
 11:00 a.m.: Heins says all eight major studios and all major music labels have signed on to add music and video to BlackBerry World, the equivalent to the App Store and Google Play. 
 
 10:58 a.m.: Next up is BlackBerry Story Maker, software that lets users combine photos and video to create their own films. Users can also apply filters similar to Instagram. 
 
 10:55 a.m.: Picture Editor includes free transform, other editing options available in most smartphones. 
 
 So far, investors do not seem impressed with the unveiling. Stock in the company formerly known as RIM is down 5%, and falling. 
 
 10:54 a.m.: Checking out the Z10's camera. Users tap anywhere to take a picture, or move reticle to change focus. Also includes feature to help users snap best image. 
 
 10:52 a.m.: BlackBerry Remember is the next feature, consisting of a series of folders users access to manage content such as messages, photos, browser bookmarks and other info. 
 
 10:50 a.m.: The video chat also includes Screen Share, which allows one user to share their BlackBerry screen with another. 
 
 10:48 a.m.: Heins shifting to BlackBerry Messenger, which has 60 million users. The service is now adding video calls. They're testing it out with a BBM call to reps at the London event. The user can flip between chat and video call easily. 
 
 10:46 a.m.: Now looking at BlackBerry Balance, which allows users to create custom home screens, such as Home or Work. Users can have multiple profile sets with different apps. It appears you get two. 
 
 Also, if you like games, this demo just confirmed BlackBerry is getting Angry Birds: Star Wars. Looks like BlackBerry is beefing up their gaming options. 
 
 10:42 a.m.: The keyboard is really fascinating. It features a variation on predictive text where users can flick words from the keyboard. It recognizes the sentence structure and suggests words. 
 
 10:40 a.m.: The integration of social networks looks promising. Searching appears seamless. "The device adapts to you and what you need to know," says Heins. 
 
 10:38 a.m.: When managing messages, the user can hold down on an email or text and see a menu pop to the right side. Users then slide their thumb over to flag a messages, delete or perform other tasks. 
 
 10:36 a.m.: Also interesting: BlackBerry Peek. For example, while watching a video, the user can swipe from the left to quickly check email or their social network. It appears effortless. 
 
 10:35 a.m.: BlackBerry about to showcase the BlackBerry Hub, the interface for working with the Z10 smartphone. It features a series of rectangular tiles, slightly similar to Windows Phone. It appears zippy. The user taps on the window and quickly pops up their app or browser. 
 
 10:33 a.m.: The Q10 features a physical keyboard, added by user request. "We heard you loud and clear," says Heins. "We built this for all those people that said we just have to have a physical keyboarding experience." Time for a demo. 
 
 10:31 a.m.: The Z10 features a 4.2-inch touchscreen and textured back to make it easy to hold. Heins says the phone will boast super-fast browsing and integration with social networks such as Facebook and Twitter. 
 
 10:30 a.m.: Heins unveils the first two BlackBerry 10 smartphones: The BlackBerry Z10 and Q10. The Z10 looks like a full touchscreen phone, while the Q10 looks like a traditional model with signature keyboard. 
 
 10:28 a.m.: Heins just revealed Research in Motion is now going by name BlackBerry. "We are a company that is united in our vision of a mobile company," Heins says of the name change. 
 
 10:26 a.m.: Heins introduces RIM founder and former CEO Mike Lazaridis, who receives a huge ovation from the crowd. 
 
 10:24 a.m.: "To say we have reinvented this company is simply not enough," Heins says of RIM's evolution. He says new operating system built from the ground up, with stronger emphasis on content and apps. 
 
 10:21 a.m.: Heins says focus for BlackBerry 10 is to help users stay hyper-connected socially as well as maintaining a balance between their personal and professional lives. "BlackBerry 10 will keep them moving," Heins says, adding devices make jump to "true mobile computing." 
 
 10:18 a.m.: "We have definitely been on a journey of transformation," says Heins, who took over as CEO nearly a year ago. "I know innovation is at the heart of RIM," he says of the opportunity to lead RIM. 
 
 10:17 a.m.: The "#1 BlackBerry Fanboy" just cut some of his hair off due to his enthusiasm for the device. I think we get it, RIM. Everyone is thrilled. 
 
 Finally, Thorsten Heins, RIM President and CEO, takes the stage. 
 
 10:15 a.m.: Yet another video montage about the greatness of BlackBerry. If you're keeping score online, that's 3 video montages to zero phones unveiled. 
 
 Rapper Lil E is apparently so excited for the launch that he created a song called "No Sleep 'Til BlackBerry 10." RIM might be a wee bit excited about this launch. 
 
 10:12 a.m.: Alec Saunders, RIM's vice president of developer relations, talks about the behind-the-scenes action on BlackBerry 10. He says company has seen "huge groundswell of support" for the operating system. 
 
 10:09 a.m.: We've got another montage, CEOs, entrepreneurs and others from around the world talk about BlackBerry 10's perks. Interface definitely looks sleeker compared to earlier models. It seems more in line with contemporary smartphones. 
 
 10:07 a.m.: A RIM host conducts a quick global roll call, checking in on launch events in London, Paris and Dubai. Let's see some phones! 
 
 10:05 a.m.: The video montage begins. "One device for work and play" is the theme. Re-designed and re-invented used often. 
 
 Update at 10:03 a.m. ET: Naturally, RIM is running late. Hope to have updates soon. 
 
 Our original story 
 
 Research in Motion is getting ready to reveal arguably its most important lineup of smartphones: the BlackBerry 10 line. 
 
 As competition heats up from companies such as Apple, Google, Microsoft and Samsung, the maker of the former #1 smartphone seeks a rebound with its latest BlackBerry. 
 
 What will RIM reveal? Stay here for the latest updates from the event starting at 10 a.m. ET. If you can access video, RIM is also hosting a webcast of their event.
– Research in Motion is announcing its earnings today, and they're "going to be terrible with a scoop of worse for August," an analyst tells CNET. How did things get so bad for the BlackBerry maker? It started at the top, the Wall Street Journal says in a lengthy piece detailing RIM's woes: For years, the company had two CEOs, each pulling the company in different directions. Their offices were a 10 minute drive apart, and they rarely attended the same meetings. RIM insists the two-CEO structure worked fine, though both have since been replaced. But that wasn't the company's only woe: Analysts and ex-executives alike say the company put too much faith in its core BlackBerry product, and resisted innovations that didn't fit its paradigm. At an investor meeting 10 years ago, for instance, an investor asked founder and then-co-CEO Mike Lazaridis if the BlackBerry would get a color screen, then just emerging on phones. Lazaridis replied, "Do I need to read my email in color?'