. >> reporter: heins replaces rim's co-founders jim balsillie, on the left, and mike lazaridis, on the right. both those men will remain on rim's board of directors. analyst will power is not impressed by the change. >> it's really status quo within rim. aside from changing the chairs on the deck at the titanic, in terms of strategy, there really is no change moving forward here. >> reporter: while he has the stock rated "underperform," his firm is seeking to do business with rim. for months now, rim has been under serious pressure from shareholders to change management. many are concerned blackberry can't compete with apple's iphone and google's popular android phones. heins is pledigng a renewed focus on the consumer market. >> i think what we need to get a bit better at here is to have a little bit more an ear toward the consumer, so i want to strengthen this by bringing some really good marketing expertise in. >> reporter: near-term, the company's fortunes hinge on the release of the next-generation blackberry 10, due out later this year. what's troubling investors is a comment hei