By Lisa Johnston
New products on display at the American International Toy Fair, held in N
New York — Amid its introduction of several new products today, Research In Motion officially changed its name to BlackBerry.
The name change is part of the company’s attempt to reinvent itself and present a unified marketing front, said CEO Thorsten Heins.
“This change from Research In Motion to BlackBerry comes at a defining moment in our company’s history. RIM created the first BlackBerry smartphone and changed the way millions of people around the world stay connected. We have used that same ingenuity and innovation to redefine mobile computing with BlackBerry 10. As we launch BlackBerry 10 around the world, now is the right time to adopt the iconic BlackBerry name,” Heins said in a press release.
Going hand in hand with the new moniker, the company has shifted its URL to BlackBerry.com and its symbol on the Nasdaq will be BBRY starting Feb. 4.
Stay tuned to TWICE.com for more info on the new phones.
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.