The Wall Street Journal reports today that RIM is making an effort to make it's platform cool again. The company has hired Alec Saunders in an effort to "Make the BlackBerry as cool for apps designers as the iPhone." Mr. Saunders has a daunting task ahead of him as RIM has been rapidly losing ground to iOS and Android over the past year, and things don't look like they're getting any better going forward.

Mr. Saunders aims to get the developers excited about BB again. He is now hiring more developer-relations staff in Silicon Valley and New Yor, and he is also looking to beef up his staff in developing markets, such as India and Indonesia.

RIM recently announced its new BBX operating system and they will need to get developers excited about the new platform or they're done. Can they pull it off? Let us know what you think in the comments.