RIM (Research in Motion) CEO Thorsten Heins has revealed the company will be renamed BlackBerry after its devices.

Heins made the announcement this afternoon as BlackBerry officially unveiled both its new BlackBerry 10 operating system and new new handsets: The BlackBerry Z10 and the BlackBerry Q10.

RIM was originally formed in Canada in 1984 - and the name change hardly seems surprising as most consumers refer to the company as BlackBerry anyway.

The company will now trade under the Nasdaq title BBRY and will be known internationally under the new name.

Mr. Heins explained the name change this afternoon at the BlackBerry 10 OS launch: "one consistent brand that is recognised around the world," he said.

Click here for the full coverage of BlackBerry's big announcement