In a blog post released today, CEO Thorstein Heins is quoted as saying, "From this point forward -- we are BlackBerry. One brand. One promise. Our customers use a BlackBerry, our employees work for BlackBerry, and our shareholders are owners of BlackBerry." In a video posted in the blog post, CMO Frank Boulben provides further detail on the philosophy behind the name change.
For shareholders, the change in nomenclature will also be accompanied by a ticker symbol change from RIMM to BBRY.
Founded in 1984, Research In Motion's most recent initiatives are meant to revamp the company's image and improve its shrinking business. So far today, the market seems unimpressed with the new name and offerings. As of this writing, the company's stock is down 6.65%.