Research in Motion (RIM) has announced a name as it officially launched its BlackBerry to platform and detailed the first devices running the much anticipated new operating system.
At simultaneous events in New York, London and other cities, RIM announced it is changing its name to BlackBerry to simplify branding.
As expected, the firm unveiled two BlackBerry to devices, comprising the touchscreen Z10 and the Q10, a device with both Qwerty and touch input that has a strong resemblance to earlier BlackBerry smartphones.
BlackBerry demonstrated features of its new platform, including BlackBerry Balance that partitions the device into separate work and personal environments when used in conjunction with the BlackBerry Enterprise Service (BES) 10, which the firm unveiled separately last week.
Also demoed was BBM Screenshare, which allows a user to show what is on their handset to a contact, and features designed to appeal to consumers such as a video editing tool called BlackBerry Story Maker.
However, the success of BlackBerry 10 will depend on applications, and the firm claimed that it already has over 70,000 available on its BlackBerry World store.
The firm was keen to push key applications ready or coming, such as clients for SAP, Skype, Cisco’s Webex, plus the Facebook Twitter and LinkedIn social networks, and promised more will be coming down the pipeline.