Research In Motion, the Canada-based smartphone maker, is about to execute a major strategy adjustment in the Chinese mainland market, the company's new China managing director said.

Simmons Lee, managing director of RIM China, said that the country is a very important strategic market for RIM, and that the company has come up with new branding and cooperation strategies for the Chinese market.

Lee made the remarks during his first public appearance in Beijing on Thursday, after he took the position in August.

"China is the largest smartphone market in the world and it is a key focus area for our company. RIM aims to be a very strong player in this market," he said.

Lee did not reveal further details about the upcoming strategy change.

RIM, which owns smartphone brand BlackBerry, officially entered the Chinese market in 2009, when other international brands, such as Nokia and Motorola, had already run businesses in China for years.

The latecomer did not achieve an impressive performance amid the fierce competition. According to a report from Beijing-based research firm Analysys International, RIM sold a mere 16,100 BlackBerry smartphones in China in the third quarter, accounting for a market share of less than 1 percent.

The company also introduced the Porsche Design P'9981, a luxury smartphone model priced at 18,888 yuan ($3,030), to the Chinese market on Thursday. This is the first time that RIM launches a product targeted at China's high-income customers.

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