Moving RIM into the future is a titanic task and according to RIM’s CEO Thorsten Heins, the first step will be a complete reimaging of the company, starting with its name.
Citing their new “ One Brand, One Promise” branding, Mr Heins announced that from this day forward, Research in Motion will be simply referred to as “BlackBerry”. From NASDAQ to letterheads to the company’s facilities, the name RIM will be expunged, removing a brand which has stayed with us for years.
“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!” said Mr. Heins.
The move should come as no surprise since RIM (now BlackBerry) has been desperately trying to reinvent themselves. Today’s announcement of the BlackBerry 10 mobile operating system and the Z10 smartphone are two very important steps towards this goal.