BlackBerry reboots, rebrands in comeback bid to reinvent
NEW YORK (AFP) - BlackBerry launched its comeback effort on Wednesday with a revamped platform and a pair of sleek new handsets, along with a company name change as part of a move to reinvent the smartphone maker.
Canadian-based Research in Motion said it changed its name to BlackBerry as it launched the BlackBerry 10, the new platform aimed at helping the firm regain traction in a market now dominated by rivals.
"From this point forward RIM becomes BlackBerry," chief executive Thorsten Heins told a glitzy unveiling in New York, one of six global events for the launch. "It is one brand, it is one promise." The company presented two new devices for its new platform, one with a physical keyboard called the Q10, and a touchscreen handset dubbed Z10.
The new BlackBerry "will transform mobile communications into true mobile computing," Mr Heins said. "Today is a brand new day in the history of BlackBerry."