As well as launching a fully re-designed operating platform and two new smartphones, BlackBerry has announced an American superstar as its creative director and has officially changed its company name.

Events were held across six cities yesterday to celebrate the new BlackBerry 10 platform and the first two BlackBerry 10 smartphones – BlackBerry Z10 and BlackBerry Q10.

The new software can now combine a user’s emails, social networks, messages and other communications into a single inbox, has a new flow feature which allows users to swipe and slide between apps and messages, and offers users a choice of 70,000 BlackBerry 10 apps, music and video catalogs.

Fastest BlackBerry phones yet

A brand spokesman said: “BlackBerry 10 is a robust and reliable platform that is smooth and responsive. It has a modern design and a gesture-based interface that is highly discoverable.”

The BlackBerry Z10 is a touchscreen device and the BlackBerry Q10 has retained the famous keyboard that has built much of BlackBerry’s growth.

Both phones come in black and white and the company says they are the fastest and most advanced BlackBerry smartphones yet.

Official name change

In addition to the new products, the phone maker has ditched its Research In Motion name in a bid to consolidate its single brand identity as BlackBerry.

BlackBerry president Thorsten Heins, said the launch of BlackBerry 10 around the world provided the ideal time to adopt the ‘iconic’ BlackBerry name.  The company’s website has also now changed to

The Canadian company has also introduced 14-time Grammy Award winning singer and songwriter, Alicia Keys, as its new global creative director.

As an official member of the BlackBerry team, Keys will lead an array of new business initiatives that will drive engagement with BlackBerry and perception of the brand.

Keys, who says she is ‘inspired’ by the BlackBerry 10 innovation, will work closely with app developers, content creators, retailers, carriers and the entertainment community to further shape and enhance the BlackBerry 10 platform.

The first global carriers will launch the BlackBerry Q10 in April.


[Image via ryot]