RIM changes its name to BlackBerry

By on January 31, 2013
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“We have reinvented the company, and we want to represent this in our brand.”

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At yesterdays BlackBerry 10 launch event, RIM CEO Thorten Heins announced that the company has changed it’s name to BlackBerry and will use the stock symbol BBRY from now on.

“”We have reinvented the company, and we want to represent this in our brand,” he stated.

Certainly a surprise announcement, the move comes at an opportune time when RIM really need to shake things up to improve its dwindling brand image in the smartphone market. BlackBerry is more recognizable than RIM, anyways, so it is indeed a smart move.

At the event, BlackBerry also announced two smartphones using the latest BB10 operating system: a full-touch screen Z10, and the keyboard model Q10. The latter is set to launch sometime later this year, however the Z10 will be available on February 10 in the UAE.

UAE telecoms Etisalat and du have already begun their pre-order campaigns for Z10, which will cost AED 2,599.

For more on Z10, check out our extensive review here.


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Mufaddal Fakhruddin is the Editor for IGN ME and thinks writing in third person about himself in an about me section is weird.

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