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Research In Motion renames itself as Blackberry, launches new phones

A new phone, a new name A new phone, a new name

Research In Motion finally released a couple of new Blackberry devices, but they were not the only new things that the Blackberry maker revealed.

The big wait is finally over. On Wednesday, Research In Motion took the wraps off its new set of smartphones, which are believed to be on par with their Android and Apple rivals.

BlackBerry Z10, a touch-screen phone, and the BlackBerry Q10, a touch-and-type smartphone having both a physical QWERTY keypad and a smaller touch-screen, were unveiled by the company.

Blackberry, not RIM
But the Canadian company had another surprise for the press – it has chosen to rename itself simply as Blackberry. From Research In Motion to just one word synonymous with its devices is quite an unexpected leap.

The new name for the company was one of the biggest surprises of the launch event.

Why the new name? According to chief marketing officer of BlackBerry, Frank Boulben, the new name is intended to integrate everything that the company makes and is widely known for.

“We thought this was time to symbolize a real change with a name change. We wanted to have one brand, one premise, to focus all of our marketing efforts,” he said.

Super Bowl Blackberry ads coming
With the Super Bowl just around the corner, Blackberry is getting ready for an aggressive marketing and advertising campaign to woo users to its new platform. The new ads will focus on the latest Blackberry smartphones and the unique features that they flaunt.

Blackberry sure has a daunting task ahead of it, as it struggles to regain its market share. According to data released by IDC, the share of Blackberry phones has fallen to about less than 5 percent.

Blackberry also declared at the event that over 70,000 apps can be easily had from the Blackberry app store.

The big question that now remains is if this new name and new slew of products will revive Blackberry or not.