Research In Motion has announced it will now operate around the world under the name BlackBerry, effective immediately.
The Canadian communications firm, operating under RIM since 1985, hopes the move will signal a fresh start for the company.
"We have transformed ourselves inside and out, and we have defined our vision… which makes today the perfect time for another big announcement I want to share," said Thorsten Heins, CEO, RIM.
"From this point forward, RIM becomes BlackBerry.
“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.”
"It is one brand; it is one promise."
Speaking at the company's New York launch of their BlackBerry 10 device, Heins said the new release has been "Re-designed. Re-engineered. Re-invented", with RIM seemingly following suit.
"We have definitely been on a journey of transformation, a journey to not only transform our business and our brand, but one which I truly believe will transform mobile communications into true mobile computing," Heins said.
Effective immediately, the move will also see the company start trading under BBRY from February 4, while also changing its corporate website to www.blackberry.com (from www.rim.com).
“Outside of North America, we are known solely as BlackBerry and the strength of the brand has opened doors in new and emerging markets," said Frank Boulben, chief marketing officer, BlackBerry.
"We now represent a company with a clear global brand and cohesive global marketing approach."
But despite the product release, and the change in name, shares in the company soon feel to levels below 7%, after initially building as the launch date approached.
With stock dropping as much as 90% over the past four years, RIM (as it was previously known) had enjoyed a mini revival ahead of the the release, with anticipation growing in the industry.
However by close of play on Tuesday, company stock was back on the slide.
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