Link to article:
RIM's Blackberry Rebranding is Much More Than A Name Change
Ten years ago, Blackberry owned the smartphone segment. Then came the Iphone and Android, and by 2013 the brand is a shadow of its former mighty self. Now in a "Hail Mary" pass, Research in Motion has changed its corporate name to reflect its most famous (and maybe resurgent) product.
Excerpt: "It’s out with the old and in with the new as RIM rebrands itself with a new name, a new operating system and a new phone. It’s a bold step for a company that made several missteps after ruling the smartphone segment and believes it must start over from scratch with new products and a new brand.
By changing its name and launching an excellent operating system that runs on impressive phones, BlackBerry is doing more than writing a new chapter. It’s starting a new book. The importance of this cannot be overstated as the company that once defined the smartphone segment struggles to remain relevant in the era of Google and Apple.
The new attitude was evident from the moment CEO Thorsten Heins took the stage in New York to finally launch the long-awaited and delayed BlackBerry 10 operating system and Z10 and Q10 handsets. Before he got down to the business of pitching his products, Heins took a moment to praise the employees in the crowd and thank founder and former CEO Mike Lazaridis for his hard work. Formalities completed, Heins announced, 'From today on, we are BlackBerry everywhere in the world,' rebranding the company before Lazaridis was back in his seat.
The rebranding accompanies the release of the operating system and phones that RIM … er, BlackBerry desperately hopes will turn the company round. It’s a Hail Mary pass for a company that held 44.5 percent of the domestic market in 2006 but watched that slip to 8.4 percent in September because of Android and Apple. BlackBerry must turn things around quickly if it is to survive. It looks promising at this point. BB10 is quick, it’s stable and it’s packed with cool features. The Z10 is a nice bit of hardware. But none of this will matter if BlackBerry can’t get consumers excited and make them forget the missteps and mistakes of the past five years."