Research in Motion is to be renamed BlackBerry to coincide with today's BlackBerry 10 launch, the Canadian company has revealed.
Adopting the branding of its leading manufacturing arm, Research in Motion will from today forward be known simply as BlackBerry, helping create a more focused, recognisable and directed company.
"From this point forward, RIM becomes BlackBerry," BlackBerry President and CEO Thorsten Heins said during today's BlackBerry 10 launch.
Springing the surprise change in company branding, Heins casually stated: "From today on we are BlackBerry everywhere in the world." Giving an insight into the rebranded company's direction, he added: "It is one brand, it is one promise."
Describing BlackBerry as "A brand that is recognised around the world," Heins added: "We have reinvented this company and we want to reflect that in our brand."
All full rebranding for the company, RIM's becoming BlackBerry sees the flailing former smartphone giant throw further backing behind its new BlackBerry 10 OS which officially launched today alongside the new BlackBerry Z10 and BlackBerry Q10 handsets.
A new iOS and Android rival, the new BlackBerry 10 OS plays host to a number of new features wight the BlackBerry Flow UI giving the company's new touchscreen centric handsets a more fluid, user-friendly experience.
Whilst the BlackBerry Z10 is the flagship BlackBerry 10 handset with a 4.2-inch touchscreen display offering an immersive experience for the new BlackBerry hub, the handset launched alongside the more traditional BlackBerry Q10 which features a physical full QWERTY keyboard.
What do you make of RIM's rebranding as BlackBerry? Let us know via the Trusted Reviews Twitter and Facebook feeds or through the comment boxes below.