BlackBerry reboots, rebrands in comeback bid to reinvent
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CEO of Research in Motion (RIM) Thorsten Heins, announces that the company will now be known as BlackBerry on Wednesday, Jan 30, 2013, in New York. The new BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. -- PHOTO: AP
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The media awaits the introduction of the Blackberry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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CEO of Research in Motion (RIM) Thorsten Heins, kisses Alicia Keys as he introduces her as the Global Creative director of BlackBerry on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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CEO of Research in Motion (RIM) Thorsten Heins, officially unveils the BlackBerry Z10 mobile platform as well as two new devices on Wednesday, Jan 30, 2013, in New York City. 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. -- PHOTO: AFP
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CEO of Research in Motion (RIM) Thorsten Heins, introduces the BlackBerry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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CEO of Research in Motion (RIM) Thorsten Heins, introduces the BlackBerry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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CEO of Research in Motion (RIM) Thorsten Heins points to a new RIM Blackberry Z10 device during its launch in New York on Jan 30, 2013. 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.-- PHOTO: REUTERS
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Head of software for BlackBerry Vivek Bhardwaj (left), demonstrates the BlackBerry Z10 camera with CEO of Research (RIM) in Motion Thorsten Heins on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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CEO of Research in Motion (RIM) Thorsten Heins, introduces the BlackBerry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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The BlackBerry Z10 smartphone is displayed on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
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An attendee reaches out to grab a newly launched Research in Motion (RIM) Blackberry Z10 device in New York on Jan 30, 2013. 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. -- PHOTO: REUTERS
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Research in Motion's (RIM) new Blackberry Z10 devices are seen after their launch in New York on Jan 30, 2013. 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. -- PHOTO: REUTERS
CEO of Research in Motion (RIM) Thorsten Heins, announces that the company will now be known as BlackBerry on Wednesday, Jan 30, 2013, in New York. The new BlackBerry smartphone is promising a speedy browser, a superb typing experience and the ability to keep work and personal identities separate on the same phone, the fruit of a crucial, long-overdue makeover for the Canadian company. -- PHOTO: AP
The media awaits the introduction of the Blackberry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
CEO of Research in Motion (RIM) Thorsten Heins, kisses Alicia Keys as he introduces her as the Global Creative director of BlackBerry on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
CEO of Research in Motion (RIM) Thorsten Heins, officially unveils the BlackBerry Z10 mobile platform as well as two new devices on Wednesday, Jan 30, 2013, in New York City. 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. -- PHOTO: AFP
CEO of Research in Motion (RIM) Thorsten Heins, introduces the BlackBerry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
CEO of Research in Motion (RIM) Thorsten Heins, introduces the BlackBerry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
CEO of Research in Motion (RIM) Thorsten Heins points to a new RIM Blackberry Z10 device during its launch in New York on Jan 30, 2013. 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.-- PHOTO: REUTERS
Head of software for BlackBerry Vivek Bhardwaj (left), demonstrates the BlackBerry Z10 camera with CEO of Research (RIM) in Motion Thorsten Heins on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
CEO of Research in Motion (RIM) Thorsten Heins, introduces the BlackBerry Z10 on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
The BlackBerry Z10 smartphone is displayed on Wednesday, Jan 30, 2013, in New York. 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. -- PHOTO: AP
An attendee reaches out to grab a newly launched Research in Motion (RIM) Blackberry Z10 device in New York on Jan 30, 2013. 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. -- PHOTO: REUTERS
Research in Motion's (RIM) new Blackberry Z10 devices are seen after their launch in New York on Jan 30, 2013. 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. -- PHOTO: REUTERS
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."
