At the BlackBerry 10 launch, the company announced that they will no longer be known as RIM or Research In Motion. They have rebranded themselves as BlackBerry. The announcement was made by the company’s CEO Thorsten Heins.
They rebranded the RIM as BlackBerry because the company wanted to maintain a single brand identity. In fact, many people do know about the BlackBerry smartphones but they have no idea about RIM which is the company behind these smartphones.
At the event Thorsten Heins, CEO of BlackBerry said :
We have reinvented the company, and we want to represent this in our brand. One brand. One promise. Our customers use a BlackBerry, our employees work for BlackBerry, and our shareholders are owners of BlackBerry.
So from now on there would no longer be any company known as RIM, all that exists now is BlackBerry.