Research In Motion rebranded to BlackBerry

By Michelle Haag on 30 Jan 2013 10:31 am EST
Thorsten Heins has just announced on stage at the BlackBerry 10 launch event that Research In Motion will now be called simply BlackBerry.

One brand, one promise. -Thorsten Heins

Re-designed, Re-engineered, Re-invented. Awesome! Full press release below.

Research In Motion Changes Its Name to BlackBerry

Company adopts globally recognized brand, consolidates to single brand identity

WATERLOO, ONTARIO--(Marketwire - January 30, 2013) - Research In Motion (RIM) (NASDAQ: RIMM)(TSX: RIM) has announced that it will now operate around the world under the iconic name BlackBerry, effective immediately.

The Company will adopt the name of its revolutionary BlackBerry smartphone to coincide with the launch of its new mobile computing platform, BlackBerry 10. The move consolidates the company's brand into a single cohesive global presence.

"This change from Research In Motion to BlackBerry comes at a defining moment in our company's history," said Thorsten Heins, President and CEO. "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."

As part of the move, the Company will now trade as "BB" on the Toronto Stock Exchange and "BBRY" on the NASDAQ. The changes to the company's ticker symbols will be effective at the start of trading on Monday, February 4, 2013. The company's website ( has changed to and soon company email addresses will migrate to suffix.

BlackBerry's reinvigorated marketing efforts will now consistently represent the BlackBerry brand.

"Outside of North America, we are known solely as BlackBerry and the strength of the brand has opened doors in new and emerging markets. We now represent a company with a clear global brand and cohesive global marketing approach," said Frank Boulben, Chief Marketing Officer, BlackBerry.

"The BlackBerry name is synonymous with the company and its products and this move is a logical step forward as the company launches new devices and the BlackBerry 10 platform," said Danielle Levitas, Group Vice President of IDC's Consumer, Clients & New Media Research.

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Reader comments

Research In Motion rebranded to BlackBerry


IT's been talked about for a long time but how much is that going to cost to update all of the signs on the buildings here in Waterloo?

Not just a year ago - almost exactly a year ago! Same date, and just about the same time, even.

30 Jan 2012 10:24 AM: It's time to change the name of Research In Motion to BlackBerry

30 Jan 2013 10:31 AM: Research In Motion rebranded to BlackBerry

seriously though, blackberry is really! listening to the consumers, fans, etc. The old blackberry barely acknowledged crackberry. Now kevins up there getting haircuts at a global launch event of a billion dollar company. A true sense of companionship with the company. Right down into deep integration on features that we've been asking for. Something you dont feel with google, and definitely not apple.

I suspect Kevin's been appointed a position on the Executive Board but is keeping his involvement with (now) BlackBerry so we can keep getting "exclusives" here on CB. ;)

Honestly, it's like they're following the CrackBerry Kevin playbook this last year!