If RIM's new CEO Thorsten Heins is providing stability, its developer relations VP Alec Saunders is providing the enthusiasm and passion, especially for the North American audience.

He's fairly new to the company (eight months to-date), with a background at Microsoft and his own start ups.

Kicking off the BlackBerry 10 Jam sessions, which are providing developers with their first experience of the new OS, Saunders was the lead singer for a semi-serious music video for a song entitled 'The Hardest Part'.

"Waiting really is the hardest part," he commented about BB 10.

"Internally, we're going nuts. Our excitement is palpable."

Us, together

His point is that while BlackBerry 10 is a massive product for RIM, it's taking its time to ensure the launch is as perfect as possible, and that means supporting developers and publishers.

"This is a time of rejuvenation for us. We want you to built it with us," Saunders said.

"BB 10 is a game changer for the mobile landscape. It's for the app hungry. For people who want to get things done. For people who are engaged in apps.”

Saunders also threw out some stats showing that more developers than ever are developing for BlackBerry.

In past 12 months, the number of App World vendors is up 254 percent, and the number of apps submitted is up 226 percent.

In the past quarter (January to March), PlayBook apps submissions are up 240 percent.

The result is that 99,500 apps have been submitted to App World to-date.

Skin in the game

Another part of demonstrating its commitment to the ecosystem has been how many PlayBook's RIM has provided.

Saunders revealed it had given out over 20,000 tablets to developers over the past eight months.

Indeed, the company will be spending over $100 million in terms of building its app ecosystem, giving out devices, and improving the App World experience.

"That's a lot of skin in the game. It's a tremendous investment in yours and our success," said Saunders.

As part of this, RIM's also launching a quality certified program.

Run by a third party partner, BB 10 apps that make the grade, and fulfil certain specifications, will be guaranteed $10,000 in revenue during their first year on App World. If they don't, RIM will make up the difference.