Surprisingly, the first piece of news to come from the BlackBerry 10 launch event wasn’t the unveiling of the BlackBerry Z10 or the BlackBerry Q10; it was the revelation the Research in Motion name is no more. Instead, the company wants to be known solely by its famous brand name, BlackBerry.
That means not only will we have to stop referring to the company as Research in Motion, but also RIM. CEO Thorsten Heins explained the decision saying: “We have reinvented the company and we want to show that in our brand.” He also revealed the new company tagline, which reads, “One brand. One promise”. This isn’t a basic alteration either, as it’s reflected all across the company, with everything from its homepage URL altering from rim.com to blackberry.com to its stock ticker identifier changing from RIMM to BBRY.
BlackBerry’s chief marketing officer was pleased with the change. “We now represent a company with a clear global brand and cohesive global marketing approach” he said. Outside of those with a knowledge of mobile technology, few knew BlackBerry wasn’t the name of the company anyway, so renaming the firm now should simplify things in the future.
The Research in Motion name has been with the company from the very start way back in 1984, and its passing into history is probably a sad moment for the co-founders, Mike Lazaridis and Douglas Fregin, the former of which was in the audience during the launch of BlackBerry 10.
If you would like to relive the entire BlackBerry 10 event, then a video has now been placed online and can be watched here.