In а surprising, although speculated move, RIM has formally switched its company name to BlackBerry at a NY press event. CEO Thorsten Heins had this to say: “Today RIM becomes BlаckBеrry… It’s one brand, one promise. We are now more than ever a company that is united in our vision for mоbile computing, we knew we had to maintain foundation of messaging and е-mail and give people what they want.”
“Our shareholders are owners of BlackBerry. From today on, we are BlackBerry everywhere in the world, it all begins with one consistent brand recognized around the world.”
With that out of the way, BlackBerry OS 10 made its public debut at the same event. It has the same general layout as familiar mobile operating systems, but places a heavy emphasis on gesture controls designed for one hand. A single swipe can get you as far as checking your e-mail in an instant, and repeating the gesture in reverse will get you back to the application you had running prior. The BlackBerry Hub will take care of your notifications, retrieving data from sources such as Facebook, Twitter and LinkedIn.
Arguably the biggest innovation is “BlackBerry Balance” – having two completely different profiles for work and home use, with administrators being able to manage your apps and settings without compromising your personal items. Indeed, BB OS 10 is a worker in the day and a rockstar in the evening. The feature is integrated with BlackBerry Enterprise Server.
All in all, BlackBerry seems to be back with a bang, with having both a fresh new OS and great looking devices that support it.