RIM becomes BlackBerry

RIM becomes BlackBerry

The announcement from Research In Motion (RIM) yesterday that saw the launch of two new BlackBerry devices and a completely new operating system, BB10, also brought about wider-ranging changes within the company.

It announced that it would be rebranding simply to BlackBerry. The change is effective immediately and was brought into place as the company believes outside of North America it is known for its devices and not its official name.

Thorsten Heins, president and chief executive of BlackBerry, said: "This change from Research In Motion to BlackBerry comes at a defining moment in our company's history."

He noted that RIM was responsible for changing the way people around the world stay connected with each other.

"We have used that same ingenuity and innovation to redefine mobile computing with BlackBerry 10. As we launch BlackBerry 10 around the world, now is the right time to adopt the iconic BlackBerry name."

The company will now trade as "BB" on the Toronto Stock Exchange and the change in ticker symbols will take place from Monday 4th February.

Frank Boulben, chief marketing officer of the firm, said the strength of the brand outside of North America is based on BlackBerry and the company is known solely as that.

"The strength of the brand has opened doors in new and emerging markets. We now represent a company with a clear global brand and cohesive global marketing approach," he said.

Danielle Levitas, group vice president of IDC's Consumer, Clients & New Media Research, said: "The BlackBerry name is synonymous with the company and its products and this move is a logical step forward as the company launches new devices and the BlackBerry 10 platform."

The next 12 months is set to be huge for BlackBerry with the launch of its new operating system and the expected release of a further four smartphones

Yesterday's launch of the Z10 and Q10 catered for business users that still like to use a physical keyboard and those that prefer a full touch-screen device.