Formerly known as RIM
Research In Motion (RIM) is set to trade under a new name in an attempt to unify its brand and company name.
At the BlackBerry 10 launch event, CEO Thorsten Heins announced that RIM will be rebranding as BlackBerry. The Canadian smartphone manufacturer is due to drop its current moniker on 4 February 2013 in order to take on the recognisable logo and name of its well-known device.
This move represents the company's attempt to streamline and unify its direction. When discussing the RIM name change, Heins said: "RIM becomes BlackBerry. It is one brand. It is one promise."
While shareholders will be investing in a company trading as BlackBerry, its legal name will remain as RIM. The organisation announced that this will stay the same until its shareholders vote for an official change at its Annual General Meeting.
Heins also unveiled the new touch-screen BlackBerry Z10 at the launch event, which comes with a touch-screen. However, the company's share price fell by 7 per cent following the announcement, suggesting that the market were not entirely wowed by the news.
The BlackBerry Z10 went on sale in the UK yesterday (31 January 2013) and will come to Canada and the Middle East on February 15. However, the US will have to wait until March for the new smartphone.
Thorsten Heins also briefly mentioned the QWERTY Q10, but gave little information after stating that the touch-screen Z10 is a higher priority.
Kleon West, business development director at theEword, said: "Rebranding as BlackBerry to provide customers with a single, recognisable name seems like a sensible move for the company as they start a new chapter."