RIM rebrands as BlackBerry at BB10 device launch

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Canadian manufacturer rebrands as part of its ‘new beginning’ with launch of new operating system and devices

Research in Motion has been rebranded as BlackBerry, CEO Thorsten Heins has announced at its New York press conference to mark the launch of the new BlackBerry devices and BB10 OS.

Speaking at the event, which was broadcast around the world at press conferences and over an official webcast, he announced that the company would now be known as BlackBerry as that was the ‘recognised brand’.

Heins told the news conference: “From this point onwards RIM becomes BlackBerry. It is one brand, one promise.

“We are BlackBerry everywhere in the world. One consistent brand that’s recognised around the world. We have redesigned, re-engineered and reinvented this company.”

 

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