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 firstname.lastname@example.org
- Sprint's cut in data prices won't help its network woes
- The 5 most anticipated smartphone launches coming in September
- 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'
- Capabilities You Need in an IP Address Management Solution A mismanaged IP space can cripple an otherwise healthy network. Take a moment to understand what you need in an enterprise-ready IPAM solution.
- Optimize IT Performance & Availability: Four Steps to Establish Effective IT Management Baselines More than ever before, your company's ability to grow hinges on IT performance and availability. Download this how-to report on establishing IT baselines,...
- Considerations for Embracing Wireless Monitoring Employee behavior is once again driving major changes for IT departments - this time it's BYOD. This report details three critical steps to...
- Fixing Intermittent Performance Problems Intermittent performance problems are among the most frustrating and time-consuming issues IT administrators face. Read this white paper and learn how technology advances...
- Accelerate your innovation with IBM Bluemix™ Join us for a webcast introducing the new IBM BluemixTM. IBM Bluemix (www.bluemix.net) is a developer oriented Platform as a Service (PaaS) environment...
- Maximizing Availability for the Modern Data Center Check out this information-packed resource center for help in maximizing the availability of your data center - from overcoming challenges to choosing the... 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!