RE:RE:Here Are The Issues with BB In My OpiniontheRussian wrote: The problem is blackberry never diteched their ugly phone image until 1 month ago when they sold the hardware license and diteched onward mobility.
It confuses people including investors. You poll 10 random people and ask them what Blackberry does and I bet that 9/10 will say "they make keyboard phones".
If this is true, then I think (another) name change may help the situation.
I suspect everyone remembers the company used to be called "Research In Motion".
Then this happened in early 2013 (before Chen became CEO): Research In Motion Changes Its Name to BlackBerry Company adopts globally recognized brand, consolidates to single brand identity
WATERLOO, ONTARIO (Marketwire - Jan. 30, 2013)
Research In Motion (RIM) has announced that it will now operate around the world under the iconic name BlackBerry, effective immediately.
The Company will adopt the name of its revolutionary BlackBerry smartphone to coincide with the launch of its new mobile computing platform, BlackBerry 10. The move consolidates the company's brand into a single cohesive global presence.
"This change from Research In Motion to BlackBerry comes at a defining moment in our company's history," said Thorsten Heins, President and CEO. "RIM created the first BlackBerry smartphone and changed the way millions of people around the world stay connected. We have used that same ingenuity and innovation to redefine mobile computing with BlackBerry 10. As we launch BlackBerry 10 around the world, now is the right time to adopt the iconic BlackBerry name."
Now, I'm sure enterprise clients who haven't been living in a cave for the past 12 years know about BB's conversion into an enterprise software and security company, but keeping the name "Blackberry" along with the ticker symbol "BB" does still reference their original phone product that is now next to extinct and may, at least subconsciously, remind potential enterprise clients about the fall of the once ubiquitous marquee product of the company and cause a feeling of unease when deciding which company to select for their enterprise software needs.
In retrospect, simply keeping the name "Research In Motion" would have been preferable to "Blackberry", but it appears that in 2013, CEO Thorsten Heins believed the name still had so much power and prestige attached to it that he wanted to rename the whole company after the phone.
Maybe the minds at Blackberry can come up with a unique company name that better describes what sector(s) it wants to / is competing in going forward so the stigma that may still be attached to the company given the fall of their phone is blunted to some extent.....?