RIM will now be simply called “BlackBerry,” as part of its larger rebranding process, CEO Thorsten Heines confirmed just minutes ago. The new company tagline is “One brand. One promise.”
“We have reinvented the company, and we want to represent this in our brand,” Heins said. ”We have transformed ourselves inside and out, and we have defined a revision, a dedication to the boundless opportunities in mobile computing. Our customers use BlackBerry. Our employees work for BlackBerry, and our shareholders are owners of BlackBerry. From today on, we are BlackBerry everywhere in the world.”
The company has a new stock ticker of BBRY to reflect this change, effective immediately on both American and Canadian stock markets. BlackBerry is on stage today to unveil its new BlackBerry Q10 and Z10 smartphones in New York City.