Today during the BlackBerry 10 launch event, Research In Motion has announced they will now be known just as “BlackBerry”.  The move makes perfect sense when you think about it. The BlackBerry brand is huge. While it may not be the biggest in the world, it is certainly up there. Why not unify the brand by renaming the company after its primary hardware product?

RIM did not initially start building BlackBerry smartphones; the company has evolved into a hardware and supporting services company. The hardware is obviously how the rest of the world identifies the company. RIM is demonstrating its dedication to the brand and further simplify and streamline the image of the company.

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This should help the company, known almost exclusively for their BlackBerry smartphones, solidify its brand in the mobile space. Thorsten Heins, CEO of RIM (now BlackBerry) made the announcement from New York during the BlackBerry 10 launch event.

What do you guys think of the company changing to just BlackBerry?