BlackBerry: new model, new name for Canadian smartphone maker

January 31, 2013 | By | Reply More

Is the new BlackBerry 10 and a name change enough to re-invigorate Canada’s leading tech company?

BlackBerry users worldwide welcome the decision

Beacon Staff Reporter  

As part of its efforts to refurbish its image, Research In Motion (RIM) has decided to change its name to BlackBerry so as to launch the marketing of its re-engineered line of BlackBerry 10 smartphones.

RIM President and CEO Thorsten Heins formally made the announcement, while releasing BlackBerry 10 on Wednesday.

“This change from RIM to BlackBerry comes at a defining moment in our company’s history,” said Thorsten Heins. “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.”


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The company is in a desperate race to regain lost ground and once again become lead the smartphone market it once dominated. The Apple iPhone and Google Android phones have overtaken Blackberry in recent years. BlackBerry market share in Canada hovers around 27 per cent, while Android phones lead with 36 per cent and the iPhone accounts for 29 per cent.

Company officials justified changing the company because BlackBerry is known around the world and is an iconic brand.

“The BlackBerry name is synonymous with the company and its products and this move is a logical step forward as it launches new devices and the BlackBerry 10 platform,” said Danielle Levitas, Group VP of IDC’s Consumer, Clients & New Media Research.

The company will undergo a legal name change after its shareholders pass a resolution to that effect later this year. Until then the company will do business as BlackBerry.

BlackBerry users around the world welcomed the decision and hoped that it would augur well for the company.

Rhonda Scharf from Ontario said, “I actually think this is going to be very good for them. They still have a long way to go, but this is a great start. I am okay with the name change, makes sense to me.”

Calgary financial advisor Tammy Johnston says loves her BlackBerry and plans to buy one as soon as they’re available.

“Don’t have the B10 yet. Will be getting the one with the keyboard the second it is available. I love my Crackberry. I’m seriously hoping this is the new energy and direction the company needs,” she said.



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Category: Business

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