In January 2013, Research In Motion announced it would change its name in honor of the BlackBerry device widely known smartphone .
executives made the announcement in conjunction with its new mobile platform, BlackBerry 10, hoping to revitalize the brand in decline.
Despite the change, BlackBerry did a significant following in the strategy, and as a result, the share price has suffered, said an analyst at S & P Capital IQ, James Moorman.
Get
: BlackBerry promises to rebuild
.
“The fact is that a change of name does not matter when nobody buys your new hardware . So in this case it was a fiasco,” said senior research analyst at Wedge Partners, Brian Blair, a Fortune .
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