Just when you thought Research in Motion was making headway with the BlackBerry line of phones, the company hits another snag. This time around the company has been forced to change the name of its brand new operating system. The operating system, which is only two months old, is called BlackBerry BBX, but a recent restraining order has caused the company to make a change. The name BBX has been used by a software maker in New Mexico for some time and the court order has forced RIM to change the OS name to BlackBerry 10.
Many will likely think that BlackBerry 10 is better for branding. A statement that was issued by RIM about the court order said, “The BlackBerry 10 name reflects the significance of the new platform and will leverage the global strength of the BlackBerry brand while also aligning perfectly with RIM’s device branding.” A question about whether the company will dump the BBX name altogether was not commented on at this time. The statement by RIM about the name change did not address the court order that was issued on Tuesday.
RIM has seen a very tough year and next year is not going to be any easier as the company tries to get some market share back in the mobile industry. This year alone the company has head to restate financial guidance and had to fire two executives that were became unruly during an international flight that ended in criminal charges. The stock price dropped as fast as the overall market share for the company and they are now faced with many challenges to rebuild the BlackBerry brand. The new operating system is being developed by QNX Software Systems which RIM acquired last year.
BBX has been used by the Basis for several years and when RIM announced the new operating system back in October; Basis sought a permanent injunction based on trademark laws. RIM was also issued a temporary order to last 14 days so the company could not use the BBX name at a conference in Singapore this week. Chief Executive at Basis, Nico Spence, said that it was nice to see RIM drop the BBX name since the court order, but it might only be temporary. If that is the case, he said that Basis will continue to seem permanent injunction and seek damages.