At the BlackBerry Jam Americas conference in San Jose last night, Heins introduced what he claimed would be a "new era of mobile computing" with BlackBerry 10.
RIM's BlackBerry really kicked off the smartphone revolution with its distinctive physical keyboard and styling. The phones remain popular with business professionals and also young people due to the BBM messaging service.
However, the brand has recently lost ground to rivals, most notably Apple's iPhone, and was hit by a damaging three-day service outage last year (along with another blackout this month).
The company has seen its share price plummet over the last 12 months, but it still has more than 80 million users worldwide, the majority also on BBM.
Despite previous suggestion the RIM was looking to pull out of the consumer market, Heins consistently talked at BlackBerry Jam about both corporate and "personal" users of BlackBerry phones.
Heins, who stepped into the CEO role after an RIM management shake-up earlier in the year, said that BlackBerry 10 will offer a more seamless experience.
The operating system, which was supposed to launch this year but got delayed until 2013, comes with a new mobile user interface called "Flow".
This is said to remove the "in and out" experience of other operating systems, and enable the user to move through their downloaded apps more seamlessly.
Working similarly to Microsoft's Live Tiles on Windows Phone, BlackBerry 10's Flow has "active frames" which display real-time updating information on downloaded apps. For example, a frame might show contacts that have just updated their BBM status.
Also new is the BlackBerry Hub, which is a place to manage all conversations on the device, including email, Twitter, BBM, Facebook and voicemail. It also flags up new calendar details.
Alongside the BlackBerry 10 details, Heins unveiled an updated Dev Alpha B touchscreen device for app developers to test and build services for the platform.
In a slight on Apple's controversial new Lightning dock connector in the iPhone 5, Heins gave the assurance that owners of BlackBerry 10 smartphones 'will still be able to use their existing charger equipment'.
"So, we can also save some money, right," he joked.
In response to the success of Apple's iTunes and Google Play, BlackBerry App World will be given an all new look in BlackBerry 10, giving access to apps, along with games, music and video downloads using a single BlackBerry ID.
Users are able to pay for content in a number of different ways, including credit card, PayPal or billing through their mobile carrier.
RIM has been working hard to convince app developers to get on board with the platform, and has already announced partnerships with Facebook, Twitter, Gameloft and Foursquare.
The release of the latest Dev Alpha B testing device and beta three of the BlackBerry 10 Native SDK is intended to encourage more developers to create services.
According to Vision Mobile data released by RIM, BlackBerry developers generate on average 4% more revenue per app/per month than iOS developers, and about 40% more revenue than Android developers.
Yankee Research Group claims that BlackBerry App World also has more paid downloads per month than the Android market.