RIM officially re-branded as BlackBerry

RIM made a big announcement at its BlackBerry 10 launch event where it revealed it will no longer be called RIM. The company is now officially known as BlackBerry.

This means the name is unified across the product and the company itself. We will no longer need to refer to BlackBerry as RIM's platform.

CEO Thorsten Heins took to the stage to reveal the move and indicated the re-brand was an important part of showing what the company will be about moving forward.

Primarily, RIM wants to offer a cohesive, unified experience across its product line-up.

RIM has also announced the keyboard-toting Q10 and full-touchscreen Z10.

Both will run BlackBerry 10, which is becoming know for its big focus on multitasking and allowing you to sync you business and personal accounts in tandem.

RIM CEO Thorsten Heins said the company had a very important decision to make - whether to adopt someone elses' platform or reinvent BlackBerry.

It decided to go alone and go with BlackBerry 10 and the BlackBerry Q10 and BlackBerry Z10 are the two devices to launch on the platform.

Keep up to date with everything BlackBerry 10 in our liveblog.

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