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RIM Changes Company Name to BlackBerry

Research In Motion Ltd., taking the name of its best-known product, will now be known simply as BlackBerry, part of a comeback plan that includes unveiling a redesigned line of smartphones today.

The new name has been approved by the board and the company will begin trading under the ticker BBRY on the Nasdaq Stock Market and BB in Toronto, Chief Marketing Officer Frank Boulben said in an interview. The change is designed to put the Waterloo, Ontario-based company’s iconic product at the heart of its corporate branding, he said.