Goodbye Research In Motion, hello BlackBerry
The smartphone maker will adopt the new name from Wednesday as it launches the BlackBerry 10 operating system
IDG News Service - Research In Motion is changing its name to BlackBerry, a move it hopes will signify a fresh start for the company.
The surprise name change, which takes effect immediately, was announced by CEO Thorsten Heins at an event in New York to launch the company's new BlackBerry 10 operating system and smartphones.
"Our customers use the BlackBerry, our employees work for BlackBerry, and our shareholders are owners of BlackBerry. From today on, we are BlackBerry everywhere in the world," he said at the event, which was broadcast.
RIM is changing its stock ticker symbols to reflect the new name. On the Nasdaq it will use BBRY and on the Toronto Stock Exchange will use BB.
The Canadian smartphone company has been fighting to stay relevant after being outflanked by Apple, with its iPhone, and Google, whose Android operating system is used in popular phones from Samsung and other vendors.
The launch of its BlackBerry 10 OS and new smartphones is seen by many as a crucial, make-or-break moment for the company.
Heins took over as CEO last January and has spent the past year planning for Wednesday's launch. The company appointed a new global leadership team this year and has "transformed itself inside and out," he said.
"The new starting line that today represents begins with one consistent brand, a brand that recognized around the world. And BlackBerry has changed. And we have redesigned the BlackBerry experience, we have reengineered our products, we have reinvented this company and we want to reflect this in our brand."
Martyn Williams covers mobile telecoms, Silicon Valley and general technology breaking news for The IDG News Service. Follow Martyn on Twitter at @martyn_williams. Martyn's e-mail address is email@example.com
- Sprint to resell Google Apps for Business cloud service
- Samsung's S5 mini: Slimmer and slower than S5, but still scans fingerprints
- Privacy-focused Blackphone starts shipping to early adopters
- Why you shouldn't buy the Amazon Fire phone
- A closer look at the new technologies in Amazon's Fire smartphone
- Amazon's Fire phone is 'Prime' example of customer first
- Amazon's expected smartphone already faces skeptics
- Update: Tizen OS declared 'dead in the water'
- LG's new G3 smartphone: Simpler is better
- LG G3 sports quad-HD screen and laser autofocus
- Improving IT Efficiencies: Four Advantages of Multi-Tenant Data Centers Increasing demands on IT are forcing organizations to rethink their data center options. For many organizations, that means turning to the flexibility afforded...
- Accelerating Cloud Deployment and Operations with Managed Services Companies that do not have sufficient in-house expertise to either deploy or maintain an IaaS cloud should turn to Managed Service Providers .
- Rethinking IT Operations in the Cloud This paper breaks down the challenges that often prevent the cloud from delivering the fast, flexible and affordable infrastructure companies seek - and...
- Gartner Magic Quadrant for Cloud-Enabled Managed Hosting, North America Cloud-enabled managed hosting brings cloudlike consumption and provisioning attributes to the traditional managed hosting market
- The Key to Happiness: Throw out Your Data Warehouse In this webinar, Kerry Reitnauer, Director, Solution Architect at FairPoint Communications will discuss the challenges the data warehouse brought, how they migrated to...
- Building Tomorrow's Data Center with Converged Technologies A number of forces are converging: the cloud, converged infrastructure, big data and fabric architectures to name a few. All Data Center White Papers | Webcasts
Our new bimonthly Internet of Things newsletter helps you keep pace with the rapidly evolving technologies, trends and developments related to the IoT. Subscribe now and stay up to date!