Today at it's press conference on BlackBerry 10, RIM has announced that it will now be known as 'BlackBerry', getting rid of the Research In Motion name. On the change President and CEO Thorsten Heins said,
We have reinvented the company, and we want to represent this in our brand.
This move makes sense in a lot of ways, in my experience the general consumer doesn't really know who RIM is while everyone knows what BlackBerry is. A good move for a fresh start.