BlackBerry certainly surprised us today at its BlackBerry 10 launch event.
Not only did it announce its plans to drop RIM (Research in Motion) from its name – it’s now just BlackBerry – but towards the end of the presentation CEO Thorsten Heins brought Alicia Keys on stage. And not just as a performer or to endorse the new products. He announced the singer and songwriter as the new BlackBerry global creative director.
Keys said she will be involved in a range of activities and described the role as being “hands on.”