Research in Motion to Rebrand Itself as "BlackBerry" Globally

Research in Motion is banking on the success of their new BlackBerry 10 operating system and a re-branding to turn their fortunes around around. During the unveiling of BlackBerry 10 on Wednesday, RIM announced that it will rebrand itself, dumping the old Research in Motion name and instead adopting "BlackBerry" globally.

This name change will harmonize the the company with the product that it is best known for, the BlackBerry. According to CEO Thorsten Heins, the new BlackBerry (the company) is "re-designed, re-engineered, and re-invented."

The name change is quite a significant change for a firm that was started back in the 1980s, but it'll take more than a name change to change the company's fortunes.