CEO Thorstein Heins has changed the name of his company. Now RIM, or Research in Motion, will be known as BlackBerry.

The switch comes just in time for the launch of its highly anticipated BB10 touchscreen phone, which has been in the works for three years ever since the company bought QNX. BlackBerry will be listed under BBRY on NASDAQ, and BB on TSX, reports The Verge

The phone debuts worldwide today, and no one knows what to expect. Some are predicting an Apple-esque game-changer, while others who caught wind of leaked photos online doubt whether it'll give OSes like Android or iOS a run for their money

[via The Verge]