GO
Loading...

RIM Unveils BlackBerry 10, Changes Company Name

Wednesday, 30 Jan 2013 | 10:40 AM ET
Thorsten Heins, CEO, Research In Motion
Getty Images
Thorsten Heins, CEO, Research In Motion

Research in Motion formally introduced its BlackBerry 10 operating system on two new handsets Wednesday and in a surprising move, the company's CEO also announced that the company's name would now be BlackBerry.

RIM CEO Thorsten Heins introduced the system and claimed that the platform represented "a new day in the history of Blackberry."

The company's new ticker symbol will be BBRY.

"We have transformed ourselves inside and out," Heins said. "That's why I am happy to announce we are now BlackBerry."

BlackBerry has a lot riding on the success of the platform. The company is basically starting over with its new operating system and has stiff competition from Apple, Google's Android platform and now Microsoft's Window Phone.

Is the Blackberry 10 a Game Changer?
Jan Dawson, Chief Telecoms Analyst, Ovum says RIM's new phones are exciting developments, but adds that it's unlikely to be a huge competitor to either Google's Android or Apple's iPhone.

BlackBerry is going to release two variations of the BlackBerry 10 at first. The BlackBerry Z10 will be a touch-screen model and the Blackberry Q10 will feature a keyboard and laso have touch-screen capabilities.

U.S. carriers will begin announcing pre-registration and price plans Wednesday and the Z10 will become available in the U.S. in March. All four major U.S. carriers— AT&T, Verizon, Sprint, and T-Mobile—will eventually get the phone, and it is expected to retail for $199, according to BlackBerry.

The BlackBerry Q10 will become available in April.

The new operating system will launch with over 70,000 apps in its app store, including Skype, Facebook, Foursquare and Amazon'sKindle app.

One of the key new features, though, doesn't necessarily lie in the hardware, but in the software.

RIM is aiming to lure the the enterprise market back with its business centered software called BlackBerry Balance that enables work data and apps to be segregated on the smartphone from the users' personal saved data.

The company also showed off its BlackBerry Hub feature, which essentially enables easier messaging and easier access to multiple apps, as well as the new feature called BlackBerry Remember, a function that enables users to set alerts.

Besides just adding new features though, the company is also improving features already on BlackBerry devices, like BlackBerry Messenger. The company is adding a video-calling function built into the BBM service.

Another surprising move by the newly re-branded company was the announcement that musical artist Alicia Keys will take the new position of global creative director. Keys will work with the app designers, developers, carriers and the musical community to "inspire projects," she said.

  Price   Change %Change
BB
---
AAPL
---
GOOGL
---
MSFT
---
FB
---
AMZN
---
T
---
VZ
---
S
---

Featured

Contact Technology

  • CNBC NEWSLETTERS

    Get the best of CNBC in your inbox

    › Learn More
  • Matt Hunter is the senior technology editor at CNBC.com.

  • Cadie Thompson is a tech reporter for the Enterprise Team for CNBC.com.

  • Working from Los Angeles, Boorstin is CNBC's media and entertainment reporter and editor of CNBC.com's Media Money section.

  • Jon Fortt is an on-air editor. He covers the companies, start-ups, and trends that are driving innovation in the industry.

  • Lipton is CNBC's technology correspondent, working from CNBC's Silicon Valley bureau.

  • Mark is CNBC's Silicon Valley/San Francisco Bureau Chief covering technology and digital media.