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RIM May Lose BBM Name

Discussion in 'News in Nigeria' started by Dmedal!on, Dec 30, 2011.

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    esearch in Motion may lose the right to use its BlackBerry Messenger abbreviation, or BBM, putting the company's trademarks in jeopardy amid its ongoing struggles.
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    BBM Canada, non-profit broadcast organization, filed a lawsuit against the Waterloo, Ontario-based company. RIM filed for and was denied a claim of the BBM trademark in Canada, and a hearing is now scheduled for January 11 to determine if RIM is in violation of the broadcast company's rights to the name.


    "We want our name back," said BBM Canada CEO Jim MacLeod. "I find it kind of amazing that this wouldn't have been thought about before they decided to use the name."

    MacLeod said the company is willing to sell its rights to the name to keep the issue out of the court room, but it's unlikely RIM will simply submit to the CEO's demands given its current financial situation. RIM has struggled in 2011, delaying its new BlackBerry 10 OS until late 2012 reportedly due to an inability to incorporate native e-mail functions in the platform, though the company says it is waiting for a new chip to be manufactured.

    The BlackBerry 10 OS was also the subject of a naming controversy recently. Basis International requested RIM refrain from calling the new platform BBX because it had already trademarked the three-letter title. RIM complied with the company's demands, but its reliance on the BBM name carries much more weight than BBX did.

    The BBX name was for a product RIM had not even released, but BBM has become a mainstay with the company and its phones. The BlackBerry Messenger service is one of the few features that makes RIM's smartphones unique, and the shorthand "BBM" has become a big part of its marketing campaigns.

    Users would likely carry on the tradition of the company's abbreviation for its service, but losing the ability to refer to BlackBerry Messenger as BBM would be a blow for RIM as it struggles to find its footing in a market quickly leaving it behind.

    The BlackBerry Maker has struggled to find an identity for itself in 2011, and now it may be on the verge of losing out on one name that has been synonymous with the company for years.


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