Frager Factor

Wednesday, January 30, 2013

RIM Rebrands as Blackberry Commands All Extensions Including .cm... however

Thorsten Heins, CEO of Research In Motion (RIM),
speaks during the launch of the BlackBerry 10 in New York on
Photo: Bloomberg

.... To drive home the device's creative capabilities, Mr. Heins introduced singer Alicia Keys as BlackBerry's new global creative director. Gizmodo was quick to point out that the singer's initial tweet about her new role with the company today originated from an an iPhone.

Checkout a different use for each (they missed Blackberry.TV but UDRP can't be far):

ADAGE reports: "Research in Motion unveiled its latest smartphone, the long-awaited BlackBerry 10, at an event in New York City this morning. RIM CEO Thurston Heins touted it as the beginning of "new day for BlackBerry."

That was not an overstatement. Mr. Heins announced early in the press conference that RIM was renaming itself BlackBerry, emphasizing how important the BlackBerry brand -- and this product launch, in particular -- are for the future of the struggling company.

Touting a keyboard for what is being marketed as a cutting-edge smartphone was just one of a few seemingly contradictory marketing messages about what makes BlackBerry 10 unique. Mr. Heins stressed that the phone was for people who are "hyper connected socially," but then said it was for those who need to "get things done." BlackBerry 10 is a device for corporate users, but it's also great for those who want to watch movies on their phone. A user can keep his or her private and personal contacts and messages separate, or integrate them into a single interface.

BlackBerry, it seems, wants to continue to own its original perception as the phone of choice for business executives with a new emphasis on social-media sharing, integration across mobile apps and entertainment media. BlackBerry 10 is bursting with new features for those more interested in the latter. BlackBerry Hub, a new feature, consolidates a user's emails, texts, LinkedIn updates, Facebook notifications and tweets into a single interface. BlackBerry Story allows users to create multimedia packages that include filtered photos, videos and music. BlackBerry Balance separates a user's personal and business-related information."

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