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Blackberry Research Technology

Research in Motion announces name change as Blackberry 10 launch

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By Ishbel Macleod | PR and social media consultant

January 30, 2013 | 1 min read

Research in Motion (RIM) has announced during the launch of the Blackberry 10 that the company is set to change its name.

Chief executive Thorsten Heins revealed that the company will now be known simply as Blackberry, after over 25 years of being called RIM.

Heins said at the launch: "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. From this point forward, RIM becomes BlackBerry."

The brand hopes that the Blackberry 10 launch will be able to better compete against Appleā€™s iPhone, although research from Experian found that searches for the new device are not as high as expected.

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