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With launch of new BlackBerry 10 devices, RIM reinvents itself

The big story online this morning is the launch of the new BlackBerry 10 line of smartphones. The topic is trending on Twitter, and blogs and news outlets are buzzing about the new features, the company's stock price, and whether or not the new phones will receive the app support they need to become an appealing choice for smartphone customers. Along with their new devices, Research in Motion announced another piece of news at their launch event: They're changing their name to BlackBerry.

“We have reinvented the company, and we want to show that in our brand,” said CEO Thorsten Heins. The rebrand better aligns the corporate identity with the company's core focus - they have been primarily a smartphone provider, and not a research company, for a long time now. It is also a major investment into the brand name that will make or break the company's fortunes this year, symbolizing a fundamental commitment to their new devices and representing BlackBerry's hoped-for fresh start. The new phones become available in Canada on February 5, and we will see then whether consumers are willing to give them one.

Read more about the rebrand and the new Blackberry 10 smartphones from Marketing Magazine, Advertising Age, TechCrunch, and Gizmodo.