RIM changes company name to ‘BlackBerry,’ one unified worldwide brand

By Simon Hill January 30, 2013

RIM becomes BlackBerry — Image used with permission by copyright holder

CEO Thorsten Heins just introduced the BlackBerry 10 by announcing that Research In Motion (RIM), the company behind the BlackBerry brand, will now be known simply as “BlackBerry.” He said, “From today, we are BlackBerry everywhere in the world.”

RIM was originally founded back in 1984 and it has always been the company behind the BlackBerry brand. The RIM name will be now be dropped as the company bets its future on the new platform and a single brand worldwide.

BlackBerry will retain its existing logo, but the company will be synonymous with the brand and the Research In Motion name will no longer be used. The announcement was accompanied by a banner bearing the Blackberry name and logo with the words “One brand. One promise.”

We’ll soon find out if the company can live up to that promise.

Editors' Recommendations

Topics

BlackBerry 10

Former Digital Trends Contributor

Simon Hill is an experienced technology journalist and editor who loves all things tech. He is currently the Associate Mobile…

Mobile

BlackBerry Key2 LE: Everything you need to know

The BlackBerry Key2 LE is back home at Verizon, but only for business types

BlackBerry Key2 LE Hands On

The BlackBerry Key LE is a lower-cost version of the Key2, doing away with some of the more high-tech features seen on the expensive sister phone, and cutting costs by using different materials for the body, to create a more affordable but still distinctly BlackBerry smartphone.

You can check out our Key2 LE review to learn more about what it's like to live with the phone, but in the meantime, here are all the technical specs, details, and availability options.
Updates
The BlackBerry Key2 LE is available to buy at Verizon, but only to business and enterprise customers, according to reports. Verizon's selling the Key2 LE for $450 without a contract, or for $100 if you sign up for a two-year plan. The phone does not show up on Verizon's non-business store, so there does not seem to be the option to buy the phone for this price without a business plan.

Mobile

Fitbit Sense 2, Fitbit Charge 6 just got handsome price cuts

The Fitbit Sense 2 in moss.

If you're thinking about getting a fitness tracker or a health-focused smartwatch, you should be looking for Fitbit deals. Fitbit's wearable devices will help you keep an eye on your overall well-being, and you can get a couple of them with discounts from Best Buy. The Fitbit Charge 6 is $20 off, lowering its price to just $140 from $160, and the Fitbit Sense 2 is on sale at $50 off for a more affordable $200 from $250. You're going to have to act fast if you want to take advantage of either of these offers though, because there's no telling when they expire. If you want the Fitbit Charge 6 or the Fitbit Sense 2 on your wrist for cheaper than usual, make your purchase right now.
Fitbit Charge 6 -- $140, was $160

Fitbit Sense 2 -- $200, was $250

Mobile

The latest Kindle Paperwhite is at its lowest price of the year

The Amazon Kindle Paperwhite in use with the blue light filter on.

Bibliophiles, here's a great chance to add an e-book reader to your arsenal: Amazon has slashed the price of the 16GB model of the 11th-generation Amazon Kindle Paperwhite with a 23% discount. From its original price of $150, it's down to its lowest price this year of $115, but this offer will only be available for a limited time. If you want to pocket the savings of $35, you're going to have to hurry with your purchase as every minute that you delay increases your chance of missing out on this bargain.

Why you should buy the Amazon Kindle Paperwhite
The 11th-generation Amazon Kindle Paperwhite is our choice for the best Kindle for most people. The ebook reader features a 6.8-inch glare-free display with a resolution of 300 pixels per inch, which creates an experience that looks like you're reading on real paper, even when you're under direct sunlight. The device comes with an adjustable warm light that shifts from white to amber though, which will make reading easier on the eyes at nighttime when you're on your way to a restful sleep.