RIM drops BBX name; it's now the BlackBerry 10 OS

Research in Motion, ironically, might need to do some more research before coming up with names for its products. Back in October, the smartphone and tablet company announced that its next generation operating system, to launch sometime in 2012, would use the term BBX. But that new branding didn't last very long.

As posted on the official BlackBerry developer Twitter page late on Tuesday, RIM has now changed the name of the OS to the more familiar BlackBerry 10. The change was announced during the company's DevCon Asia event. That will be the new branding of the platform that RIM will use as the basis for its upcoming Blackberry smartphone.

So why did RIM change the name in the first place? It was forced to do so by a federal judge. RIM apparently didn't do its due diligence in trying to see who might have owned the BBX trademark. As it turned out, it was already claimed by BASIS International, which is a business software development company.

ZDNet.com reports that while RIM tried to claim the BBX trademark, a U.S. federal court judge in Albuquerque, New Mexico ruled otherwise. It put an injuction on RIM from using the BBX brand. So RIM finally caved, as they should have earlier, and changed the name to BlackBerry 10. It certainly will be much more memorable for RIM's next operation system than BBX, which sounds like they are making software for BMX riders.

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16 Comments

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eilegz said,
what happened with version 8 and 9?

what a confusing and unoriginal name....

I bet think they were thinking that this way they would be ahead of competition in version number!
Apple is on 5, Windows Phone on 7, and Android is on 4.


Similar to what happened with Chrome browser. Being so far ahead in version numbers, that people thought that it may also be so, in it's browser capability.

OMG! I have experience working with BBX (the BASIS International product!), and I am I shocked to see them even mentioned on a Neowin article. It is too funny that RIM messed this up.

BBX is actually a cross platform language/runtime that derives from Basic. Some financial systems use this.

Here is a CRAZY idea...

Instead of spending time worrying about the NAME of the OS, why don't you try IMPROVING the OS? I KNOW this is crazy, but sometimes these out of the box ideas actually work.

Cyborg_X said,
Probably got sued by Apple for using the letter X.

Or, one can click on the ZDNet link in the last paragraph and find out that Basis International has a trademark on the name "BBX".

giga said,

Or, one can click on the ZDNet link in the last paragraph and find out that Basis International has a trademark on the name "BBX".

You don't even have to click on the link, it is stated in the third paragraph already.

They went from BlackBerry 7 OS to BlackBerry 10. I wonder if we'll see BB 8/9 OS before the first BB 10-based device.

ACTIONpack said,
Still not going to help Blackberry to go out of business.

They are currently on the decline, and things haven't been going well lately, yet they still managed to pull in $8.6 billion in gross profit over the last 4 quarters. I think they will be in business for some time yet.

kenboldt said,

They are currently on the decline, and things haven't been going well lately, yet they still managed to pull in $8.6 billion in gross profit over the last 4 quarters. I think they will be in business for some time yet.

That is revenue not profit.