Adios, RIM. Research In Motion is no more.
At the BlackBerry 10 launch event in New York City today, CEO Thorsten Heins announced that the venerable RIM moniker has been retired for simply, BlackBerry. "Our customers use BlackBerrys, our employees work for BlackBerry," Heins said before a packed house.
With its name change comes a change to the company's ticker symbol. On the Nasdaq, the Canadian handset maker has retired RIMM in favor of BBRY.
The move is not so surprising. BlackBerry's customers were largely unaware of what "RIM" meant and what it stood for, and would commonly call the company "BlackBerry."
BlackBerry's Web site is still displaying the "Research In Motion" branding. However, the company is expected to remove all mention of its former name sometime today.
This story has been updated throughout the morning.