It seems Research In Motion lacks a proper research department. The company’s next software update was originally dubbed “BBX”. According to “BlackBerry drops BBX name after court order” by Julianne Pepitone of CNNMoney.com, RIM was taken to court for using BBX, which is trademarked by “mobile software firm” Basis.
Basis claimed RIM had “caus[ed] confusion among U.S. consumers and erosion of customer goodwill”. Basis brought their case to court on November 30 and Tuesday a judge placed a restraining order on the use of BBX by RIM. The restraining order only last for 14 days but RIM quickly responded by changing the name of their next update. The next software update is now called Blackberry 10 (the previous was Blackberry 7).
With RIM already cutting losses on their PlayBook and admitting they could fall short of financial expectations, their next update is vital to the company’s future. The inability to do trademark research on the name of this vital anticipated update is embarrassing, - the R in RIM is supposed to stand for Research. Their fall from ruling the mobile market has some concerned that they can’t keep up with the fast pace of mobile software and technology. Hopefully, this is the only negative preview of Blackberry 10, formerly known as BBX, which is trademarked by Basis.
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