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Comment by SODaniel | Hacker News Reader

As much as it probably is a good idea, it's a little worrying when a company amidst a crisis takes the time to work on their brand name and make room for that announcement in a webcast that literally defines whether or not the company will survive another 18 months.

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I think it's a positive to not dilute their brand into segments. They want 'BlackBerry' being talked about - not RIM and Blackberry. It's simplifying, decluttering.

It seems like a smart move to me. Unfortunately, I think it's too little, too late.

Not so sure, there are a lot of Canadians, including myself, that are hoping they create a good platform with a good touch interface. They could have done this 5-10 years ago, and been Apple - but for whatever reason they just stopped innovating. If Canadians switch back to BB, and other people around the world start picking them as their preferred brand, then could easily be 10s of millions of sales initially, and as they improve the platform offerings and devices, could be hundreads of millions of sales.

All the Canadians in the world will not save them.

If they do manage to turn around, it will be one of the biggest turnarounds since maybe Apple or IBM.

If you take all Canadians 18-65, you'd maybe have 20 million in sales. Apple sells that many iPhones in a month.

This isn't as worrying as when they start suing blackberry (as in, the actual fruit) stands.

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