It’s a big day for Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB). Today the company demonstrates a new service for automakers and releases the BlackBerry Q10 in the U.S.

bbry

Research In Motion Ltd (BBRY)’s OTA Software For Automakers

A press release this morning states that Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) will show off the Software Update Management for Automotive software for automakers today at the Telematics Detroit conference. The software enables automakers to send out software updates to vehicles over the air so that owners do not have to bring them into a shop for software updates. It also makes it possible for automakers to roll out new apps to owners of their vehicles and for them to get the status of a particular vehicle’s systems.

The new service will utilize the BlackBerry infrastructure, and it’s part of the company’s broader computing strategy. A study conducted by Gartner found that 40 percent of U.S. vehicle owners want their vehicles to be able to receive wireless software updates. That makes this feature the “third most demanded automotive-centric Web application and function,” according to Gartner.

The Next Web’s Emil Protalinski points out that Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB)’s QNX software is already being used by as much as 60 percent of automakers, so the company is likely hoping that this new over-the-air software will help it hold its position in the auto industry.

BlackBerry Q10 Release In The U.S.

Also today, the BlackBerry Q10 becomes available in the U.S. It’s the first device sporting a keyboard and running on the new BlackBerry 10 operating system. The device is available starting today on T MOBILE US INC (NYSE:TMUS). Verizon Communications, Inc. (NYSE:VZ) took preorders for the device starting last week and intends to ship it by tomorrow. Today AT&T Inc. (NYSE:T) will begin taking orders for the new device.

Neither AT&T nor Verizon Wireless has indicated when the BlackBerry Q10 will be available in stores. Sprint Nextel said it won’t carry the device until this summer some time.

Expectations For Research In Motion Ltd (BBRY)

Research In Motion Ltd (NASDAQ:BBRY) (TSE:BB) has become one of the most popular shorts in the market now, with about 35 percent of its float being shorted. Some experts however, are predicting that June’s earnings report will shock those who are shorting the company in a bad way because they believe the BlackBerry maker will outperform.