RIM is now BlackBerry
31 Jan 2013 7:24 AM IST
Research in Motion (RIM), known for its BlackBerry brand of mobile devices, on Wednesday re-christened itself as ‘BlackBerry’ and launched its much- awaited operating system in an attempt to make a comeback in the global smartphone market.
Looking at the new road ahead for the company that had pioneered email on the go, RIM CEO Thorsten Heins said the company was undertaking a ‘journey of transformation of business and brand’. Speaking at the launch in New York, Heins said, ‘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.’ BlackBerry unveiled its new identity and the new operating system across multiple cities – New Delhi, London, Paris, Johannesburg, Toronto, Jakarta and Dubai.
He added the company has ‘re-designed and re-engineered’ its products and ‘re-invented’ the company to reflect one consistent brand.
The company also announced the launch of two devices – Z10 and Q10 – powered by the new BlackBerry 10 operating system, which will compete with Apple’s iPhone and those based on Google’s Android operating system.
Once a leader in the smartphone category, RIM steadily lost market share as iPhones and Android-powered devices gained popularity across the world.
RIM’s stocks also took a beating, declining close to 72 per cent from over USD 61 apiece in January 2010 to USD 17.54 on January 25, 2012. It had fallen to as low as USD 6.30 in September 2012.
In July-September period of 2012, Android smartphones had a market share of 72.4 per cent, while Apple’s iOS market share stood at 13.9 per cent compared to RIM’s share of 5.3 per cent.
Looking at the new road ahead for the company that had pioneered email on the go, RIM CEO Thorsten Heins said the company was undertaking a ‘journey of transformation of business and brand’. Speaking at the launch in New York, Heins said, ‘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.’ BlackBerry unveiled its new identity and the new operating system across multiple cities – New Delhi, London, Paris, Johannesburg, Toronto, Jakarta and Dubai.
He added the company has ‘re-designed and re-engineered’ its products and ‘re-invented’ the company to reflect one consistent brand.
The company also announced the launch of two devices – Z10 and Q10 – powered by the new BlackBerry 10 operating system, which will compete with Apple’s iPhone and those based on Google’s Android operating system.
Once a leader in the smartphone category, RIM steadily lost market share as iPhones and Android-powered devices gained popularity across the world.
RIM’s stocks also took a beating, declining close to 72 per cent from over USD 61 apiece in January 2010 to USD 17.54 on January 25, 2012. It had fallen to as low as USD 6.30 in September 2012.
In July-September period of 2012, Android smartphones had a market share of 72.4 per cent, while Apple’s iOS market share stood at 13.9 per cent compared to RIM’s share of 5.3 per cent.
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