RIM renamed as BlackBerry

BANGALORE, INDIA: Research In Motion Ltd is changing its name to BlackBerry.

In an effort to refresh its tarnished image, RIM is trying out every option that would give BlackBerry a boost. There are hopes that advanced features offered by BlackBerry 10 would change the public perception towards the phones made by the company.

"In a bold move (if I do say so myself), we've renamed the company to reflect our brand. Research In Motion (RIM) is now officially named BlackBerry. Seconds ago on stage at the BlackBerry 10 global launch event," CEO Thorsten Heins made the announcement to press and advocates from around the world on Wednesday. http://blogs.blackberry.com/

"From this point forward - we are BlackBerry. One brand. One promise. Our customers use a BlackBerry, our employees work for BlackBerry, and our shareholders are owners of BlackBerry."

RIM was founded in 1984 - that's almost 30 years of heritage built into the BlackBerry brand.

"Previously we had Research In Motion, BlackBerry, Bold, Curve, Torch, PlayBook - and that dilutes the BlackBerry brand, which is a fantastic asset," Frank Boulben, BlackBerry's chief marketing officer, said. "Moving to a branded house model allows us to focus our marketing on one name only."

BlackBerry Z10 and BlackBerry Q10 devices were launched on Wednesday amidst high expectations.

(With inputs from Reuters)