Wed. Aug 5th, 2020

Research in Motion Rebrands Itself to BlackBerry Amid BB10 Launch

BB10, BlackBerry launch, Thorsten Heins

BlackBerry 10 and the rebranded BlackBerry World store aren’t the only changes coming from smartphone maker Research in Motion today; the company’s CEO Thorsten Heins has announced that the RIM name for the company is being dropped in favor of simply “BlackBerry.”

“We have reinvented the company, and we want to represent this in our brand,” Heins said. “One brand. One promise. Our customers use a BlackBerry, our employees work for BlackBerry, and our shareholders are owners of BlackBerry.”

Research in Motion is changing the stock symbols on Wall Street to reflect the change as well. No longer will the RIMM symbol be used; the company will from now on be listed under BBRY on NASDAQ, and BB on TSX.

BlackBerry has just uploaded a video interview with CMO Frank Boulben that provides a little more information about the struggling company’s name change, a video which we’ve embedded below.

What do you think of the name change?

Photo: Reuters