Frank Boulben, chief marketing officer at challenged device vendor BlackBerry, has told Mobile World Live that the recent release of its BB10 operating system is aimed at establishing a “strong number three” spot in the smartphone platform market as it attempts to become a credible competitor to iOS and Android.

In a video interview, Boulben also reveals the decision behind sticking with its own OS rather than adopting Android or Windows Phone: “With our own platform we have control over our destiny.  We have a source of differentiation and innovation over the next ten years. What we do with BB10 is very difficult to imitate and copy.”

And he outlines the main challenges the company has faced since opting to develop BB10, as well as confirming plans to launch six BB10 devices between now and Q1 2014 (“both touchscreen and hybrid at different price points.”)

View the full interview here.