Stop calling RIM, RIM. That's what CEO Thorsten Heins just told a New York audience. Instead, the company will be known simply as BlackBerry. "One brand, one promise," Heins said.

The company has essentially been rebuilt from the ground up over the course of BlackBerry 10's development, so it was only fitting, Heins explained. People around the world most associate RIM with the BlackBerry moniker, so this was just easier.

Check out the video below for a full explanation on the name change.