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Alicia Keys and Blackberry CEO, Thorsten Heins (Right). Credit: Mashable

Research-In-Motion (RIM), known as makers of Blackberry, has renamed itself to Blackberry, following the tradition of Technology Corporations, whose product names are synonymous with their names like – Google and Google Search, Sony and Sony products, Toshiba, etc. It did last week, coinciding with the announcement of its new software, Blackberry 10 OS, and a new phone Z10. It also announced US R & B Star, Alicia Keys, as its Global Creative Director, a role that appear to hold more responsibilities than the usual celebrity endorsement by brands. Alicia Keys on her new role, said, “I have been using the BlackBerry 10 for a few weeks now, and I’m truly inspired by its innovation. It has entirely revolutionised the experience. I know the potential this platform has to help creative people be more productive, and help productive people be more creative. This is such an incredible age to be living in, with such profound advances in communications and technology. As Global Creative Director, my goal is to inspire creativity with this platform, and I’m so excited to jump right in.”

She continued, “I am an extremely committed and focused individual. I am going to work closely with the app designers and developers, the content creators, the retailers and the carriers to really explore this BlackBerry 10 platform and create ideas for its future.” She alluded her love — solely — for Blackberry, saying, “I was in a long-term relationship with BlackBerry and then I started to notice some new, hotter, attractive, sexier phones at the gym. I kinda broke up with you for something with a little more bling. I always missed the way you organized my life and the way you were there for me at my job. So I started to have two phones, I was playing the field. But then you called and you said you were working it out. And now, we are exclusively dating again.” Blackberry and Alicia Keys, also had their moments, at the weekend’s American Football Finals of 2013 – Super Bowl – with an Ad and a sterling performance respectively. Blackberry Z10 is expected to go on sale — globally — from March.

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This article was first published on 5th February 2013
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