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RIM Is Now BlackBerry But Will It Matter?

BlackBerry is trying to be cool again.

It’s no longer Research in Motion (RIM). It’s just BlackBerry. OK nice start. But then we switch into hype mode by their ‘hiring’ of Alicia Keys as BlackBerry’s Global Creative Director. Oh and there is the marketing play promoted in this video

I get it. They want to be cool. They want to be relevant. But didn’t BlackBerry miss that train quite a few years ago?

So will you be considering handing in your iPhone or Android device for a BlackBerry any time soon?