RIM renames company to BlackBerry

Research in Motion (RIM) is now known simply as BlackBerry, CEO Thorsten Heins announced at the BlackBerry 10 launch today (30 January 2013).

“We are now BlackBerry. One brand. One promise. One focus,” Heins said at the event.

“Around the world, we are known as BlackBerry, so this will come as no surprise to those of you joining us from Paris, London, Johannesburg, Delhi, Jakarta and Dubai.”

“Our customers are BlackBerry owners, we work for BlackBerry, and our partners and investors are supporting BlackBerry.”

Research In Motion Ltd on Wednesday unveiled a long-delayed line of smartphones it says will put the company on the comeback trail in a market it once dominated, promising its BlackBerry 10 devices will wow consumers and businesses alike when they hit stores.

The new BlackBerry 10 phones will compete with Apple‘s iPhone and devices using Google‘s Android technology, both of which have soared above the BlackBerry in a competitive market.

The BlackBerry 10 phones boast fast browsers, new features, smart cameras and, unlike previous models, enter the market primed with a large app library.

“We have definitely been on a journey of transformation, a journey to not only transform our business and our brand, but one which I truly believe will transform mobile communications into true mobile computing,” Heins said at a New York launch event.

“It’s been almost one year exactly since I was handed the reins at Research In Motion, and it has been easily the most challenging year of my career to date. It has also been by far the most exhilarating and the most rewarding one.”

Additional reporting by Reuters.

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RIM renames company to BlackBerry