Research in Motion has been quite a hot topic in the press. They have lost significant market share within the smartphone sector, but they have managed to make a comeback with Blackberry 10. At an event in New York today, Thorstein Heins announced the launch of the new operating, which marks the comeback of Blackberry against competitors like Android, iOS and Windows 8.
Heins announced that Research in Motion will be changing their name to Blackberry and be traded as BB on the TSX and BBRY on the NASDAQ. This is a big move for Blackberry, who announced Alicia Keys as the Global Creative Director for the Blackberry brand. Alicia Keys said “As global creative director, my goal is to inspire creativity with this platform, and I’m so excited to jump right in.”(source: CBC).
Blackberry has done an excellent job marketing their new operating system. Alicia Keys is set to sing the national anthem at the Superbowl this weekend, which will create strong brand recognition alongside the Superbowl ads for BB10. Anecdotal observations, have been that Blackberry is looking to increase adoption within the next quarter and hopefully obtain a strong third market position amongst smartphone manufacturers.