RIM rebrands with BlackBerry 10 launch

Research in Motion is changing its name to BlackBerry as the company introduces the BlackBerry 10 OS and attempts to reinvent itself.

Research in Motion is changing its name to BlackBerry as the company introduces the BlackBerry 10 OS and attempts to reinvent itself.

RIM held a launch event Wednesday in New York where it unveiled two phones with the new BlackBerry 10 operating system. The renamed company will trade on the NASDAQ Stock Market under the ticker symbol BBRY.

“We have reinvented the company, and we want to show that in our brand,” CEO Thorsten Heins said Wednesday. “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 BlackBerry 10 system includes touch-screen capabilities, 70,000 available apps, and a feature called BlackBerry Balance that allows users to keep corporate and personal information separate. The unveiling comes after lengthy delays, with RIM pushing back the launch date from early 2012 to a year later.

RIM has struggled to keep pace with rivals like Apple and Samsung, and many analysts consider BlackBerry 10's success critical to the company's turnaround. A poll Wednesday by mobile app developer Bite Interactive found that only one in eight consumers would consider a BlackBerry 10 device.

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