blackberry 10 launch thorsten heins

Research in Motion is no more. The company has renamed and rebranded itself to simply BlackBerry, CEO Thorsten Heins said today at the BlackBerry 10 launch event.

“It is one brand, it is one promise,” Heins said on stage in New York City. “Our customers use BlackBerry. From today on, we are BlackBerry everywhere in the world.”

The move is surprising, but it makes sense. Customers identify with the BlackBerry brand more than the name Research in Motion, so the move simplifies the presence of the company.

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With the launch of BlackBerry 10, the company is doing a lot to change perceptions about what it can offer consumers and businesses. BlackBerry will now offer up two new smartphones running the BB 10 OS — one with a touch-screen and one with a keyboard.

The company will change its ticker symbol on the Nasdaq stock exchange from “RIMM” to “BBRY” on Monday.

More BlackBerry 10 news:

Thorsten Heins image via Sean Ludwig/VentureBeat

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