Canada based Research In Motion has re-branded itself and changed its name to BlackBerry. This announcement was made by company CEO Thorsten Heins.
Main reason for this step was that company wants to have a single branded identity in its portfolio. Along with this announcement, company also announced Z10, full touchscreen smartphone running on BlackBerry OS 10.
“We are now, more than ever, a company united in our vision for mobile computing and it all starts today with our renaming and with the global launch of BlackBerry 10,” said Thorsten Heins, Company CEO.
In the world, people know about BlackBerry but very few people know about the company name Research In Motion. If company is known by the brand BlackBerry, it is a nice move to make this name central.
“BlackBerry is how we’re known pretty much everywhere across the world other than North America, so we have an iconic global brand and when you have such a powerful brand, you want to make it central,” said Frank Boulben, BlackBerry’s chief marketing officer
“We thought now was the perfect time to accompany that real change with symbolic change,” said Boulben, adding that RIM will change its Nasdaq ticker to “BBRY” and its Toronto Stock Exchange ticker symbol to “BB” in a matter of days.
“We want our employees to say, ‘I work for BlackBerry.’ Our customers to say, ‘I own a BlackBerry.’ Our shareholders to say, ‘I own BlackBerry stock,'” said Boulben. “We want to become what I’d call a branded house versus a house of brands.”
Although, the step came too late But it is still fine. Company will go for the legal name change after its shareholders pass a resolution to that effect later this year. Until then, company will do all business under the name of BlackBerry.
