Alicia Keys Unveiled as BlackBerry
Global Creative Director
R'n'B superstar Alicia Keys has been named new global creative director of BlackBerry.The Girl on Fire hitmaker has joined the Canadian company as it attempts to make a comeback with two new handsets, a revamped platform and a rebranding.Research in Motion (RIM) has changed its name to BlackBerry in a bid to regain traction in a market now dominated by rivals such as Apple and Samsung."From this point forward RIM becomes BlackBerry," chief executive Thorsten Heins said at the Blackberry 10 Launch in New York. "It is one brand, it is one promise."In her new role Keys is expected to work closely with the app designers and carriers to explore the potential of the BB10 operating system .
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