First of all, congratulations to the BlackBerry (previously known as Research In Motion) development team on releasing BlackBerry 10 (#BlackBerry10)!
I don't think BlackBerry having their own OS for their phones is going to win battles in the world where Android and iOS are so dominant. Even with BlackBerry 10, BlackBerry does not have any single feature which is so appealing, that someone who owns an Android or iPhone is going to switch. If BlackBerry's objective is to appeal to a niche market, then they might stay alive but won't be massively profitable. The difference between BlackBerry 10 release and the release of the original iPhone was that it was revolutionary in many respects. There was no other phone like it at the time. That enticed people to buy it. Looking at BlackBerry 10, it's a release that brings BlackBerry on par with the major functionality of current mobile operating systems.
If I were BlackBerry, I would create your apps for the major platforms which use your services. Get people hooked into your services without requiring them to buy your phone with your OS on it. Google has done it and now people who buy an Apple product, start using Google products over the Apple version of the software. Gmail app over Mail, Chrome over Safari, Google Maps over Apple Maps, etc.
I'll take it one step further, instead of competing against giants like Samsung, Apple, and Google directly; you should use their gains to your advantage. Go to Samsung and have them create a version of their top selling Android phones with BlackBerry apps installed by default over the competing ones. Don't only sell your own hardware, offer Android phones with BlackBerry apps pre-installed everywhere BlackBerry is sold.
Put BlackBerry applications in the respective stores for each platform for free. Give new users the ability to try it out for free for 30 days before having to start paying for your service. Make it easy for them to have the BlackBerry service fee added to their phone bill or charged to a credit card of choice.
The BlackBerry service is the best product you offer, so offer it to as many people as possible. Instead of the service fees making up 39% of your revenue, it should be making up most of your revenue and profit. If users find your services the most useful and their due for a phone upgrade, they might see a dedicated BlackBerry device as an option.