By Sandra Birungi

Research in Motion, the makers of Black Berry has changed its name to BlackBerry.

The company made the revelation during the launching of its new phones, Z10 and BlackBerry Q10 by the Chief Marketing Officer, Frank Boulben. “We thought this was time to symbolize a real change with a name change,” Mr. Boulben said. “We wanted to have one brand, one premise, to focus all of our marketing efforts.”

The name change was announced Wednesday, yesterday, 30th January in New York as the company unveiled a new line of smartphones and new software to operate them. Thorsten Heins, the company’s chief executive, focusing on the new smartphones said, “Today represents a new day in the history of BlackBerry,” he said. “These BlackBerry 10 devices are absolutely the best typing experiences in the industry.”

Of the new unveiled smartphones, analysts, technology reviewers and app developers with advance access to the BlackBerry Z10 and the BlackBerry 10 operating system liked the Z10, calling it the company’s first competitive touch-screen phone.