At the BlackBerry 10 launch, CEO Thorsten Heins announced that Research In Motion will now be known as BlackBerry and brings on board new Global Creative Director Alicia Keys.
Thorsten Heins took the stage to launch BlackBerry 10, about a year after taking over the reins at smartphone pioneer Research In Motion. His first big announcement was the rebranding of Research In Motion. The company will be dropping the name for its much better known platform name, BlackBerry.
The launch event saw the announcement of the first two devices on the platform, the Z10 and Q10. These two offerings provide both a full-touch screen device and a hybrid QWERTY device. BlackBerry Messenger also received its refresh with added video call and screen sharing features. The phones will be available in the UK from tomorrow onwards, with other carriers rolling out the devices from now until March.
BlackBerry World, the renamed app store, currently features over 70,000 BlackBerry 10 apps. This includes key applications like Skype, Amazon Kindle, Whatsapp, Facebook, Foursquare and Twitter. BlackBerry World will also distribute other media content such as games, music and videos.
Thorsten also mentioned that their a significant part of their users are working mothers and creative individuals. To better engage their users and understand what they need, BlackBerry has created a new position for a Global Creative Director to lead this effort. To fill the role, BlackBerry turned to celebrity Alicia Keys who will be the connector between BlackBerry and their users.
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