The moment of truth arrived on Wednesday for Research in Motion’s new and long-awaited BlackBerry refresh. This morning in New York, RIM unveiled the hotly anticipated BlackBerry 10 line and promised to win over consumers and businesses like they did in the old days.
Going all the way with an aggressive new emphasis on BlackBerry, Chief Executive Officer Thorsten Heins said today that RIM is “abandoning the name it has used since its inception in 1985.”
From this point forward, Reuters confirmed, the company will just be known as BlackBerry.
The BlackBerry 10 phones boast fast browsers, new features, smart cameras and, unlike previous models, enter the market primed with a large app library.
“We have definitely been on a journey of transformation, a journey to not only transform our business and our brand, but one which I truly believe will transform mobile communications into true mobile computing,” Heins said in New York this morning.
“It’s been almost one year exactly since I was handed the reins at Research In Motion, ” Heins added, “and it has been easily the most challenging year of my career to date. It has also been by far the most exhilarating and the most rewarding one.”