From today on RIM will be known as… BlackBerry

email article email article print article print article tip @techmeme

BlackBerry 10 Thorsten Heins

Perhaps the most unexpected announcement to come from today’s BlackBerry 10 launch was the revelation that Research In Motion (RIM) is no more. From today forward, the whole company will be known as BlackBerry.

It’s a move that makes sense. BlackBerry is pretty much the company’s sole focus these days and, if it’s going to make a comeback, a quick rebranding can’t hurt. After all, think about all the horrendous business headlines relating to RIM over the past few years. The only negative headlines surrounding BlackBerry come from reviews of the devices and gadget editors are notoriously difficult to please.

“From today on, we are BlackBerry everywhere in the world,” RIM um…BlackBerry CEO Thorsten Heins announced at today’s launch event.

The message coming from BlackBerry is that rebranding represents a new start for it. “We have transformed ourselves in and out, refined our vision,” Heins said of the company that once ruled the smartphone roost.

On the face of it therefore, the new name seems like a good idea. What matters though is what the people buying the phones think. BlackBerry desperately needs to get its cool back, win back mindshare and convinces the iZombies and Fandroids to go back to a brand many would have recently been desperate to escape.

email article email article print article print article

Most popular articles

Topics for this article

[ advertising enquiries ]

Share
  • BURN MEDIA TV

    WATCH THE LATEST EPISODE NOW
    Latest Episode
    Review of Gmail Inbox app

MORE HEADLINES

news

VIEW MORE

interviews

VIEW MORE

future trends

VIEW MORE

entrepreneurship

VIEW MORE

social media

VIEW MORE

facebook

VIEW MORE

twitter

VIEW MORE

google

VIEW MORE

advertising & marketing

VIEW MORE

online media

VIEW MORE

design

VIEW MORE

mobile

VIEW MORE

More in BlackBerry

RIM's BlackBerry World storefront now live in 18 countries

Read More »