BlackBerry Unveils Strategic Relaunch of QNX Brand to Reinforce Leadership in Automotive and General Embedded Industries
BlackBerry (NYSE:BB)(TSX:BB) announced the rebranding of its 'BlackBerry IoT' division to 'QNX', strengthening its position in automotive and embedded industries. The strategic relaunch aims to boost recognition and reinforce leadership in Software-Defined Vehicles and mission-critical systems.
QNX technology is currently integrated into more than 255 million vehicles and various critical embedded systems including medical devices, industrial controls, and robotics. The division recently launched significant products including QNX Software Development Platform (SDP) 8.0, QNX Sound, and QNX Everywhere initiative.
The rebranding includes a new visual identity, logo, website, and tagline - 'It all starts here'. The revitalized QNX brand will debut at CES 2025 (January 7-10) in Las Vegas, where the company will showcase its complete suite of automotive offerings.
BlackBerry (NYSE:BB)(TSX:BB) ha annunciato il rebranding della propria divisione 'BlackBerry IoT' in 'QNX', rafforzando la propria posizione nelle industrie automobilistiche e degli embedded. Il rilancio strategico mira a migliorare il riconoscimento e rafforzare la leadership nei Veicoli Software-Defined e nei sistemi critici per le missioni.
La tecnologia QNX è attualmente integrata in oltre 255 milioni di veicoli e in vari sistemi embedded critici, inclusi dispositivi medici, controlli industriali e robotica. La divisione ha recentemente lanciato prodotti significativi, tra cui QNX Software Development Platform (SDP) 8.0, QNX Sound e l'iniziativa QNX Everywhere.
Il rebranding include una nuova identità visiva, logo, sito web e slogan - 'Tutto inizia qui'. Il marchio rinnovato QNX debutterà al CES 2025 (dal 7 al 10 gennaio) a Las Vegas, dove l'azienda presenterà la sua gamma completa di offerte automobilistiche.
BlackBerry (NYSE:BB)(TSX:BB) anunció el cambio de marca de su división 'BlackBerry IoT' a 'QNX', fortaleciendo su posición en las industrias automotriz y embebida. El relanzamiento estratégico tiene como objetivo aumentar el reconocimiento y reforzar el liderazgo en Vehículos Definidos por Software y sistemas críticos para la misión.
La tecnología QNX está actualmente integrada en más de 255 millones de vehículos y en varios sistemas embebidos críticos, incluidos dispositivos médicos, controles industriales y robótica. La división recientemente lanzó productos significativos, incluyendo QNX Software Development Platform (SDP) 8.0, QNX Sound y la iniciativa QNX Everywhere.
El cambio de marca incluye una nueva identidad visual, logo, sitio web y lema - 'Todo comienza aquí'. La renovada marca QNX hará su debut en el CES 2025 (del 7 al 10 de enero) en Las Vegas, donde la empresa presentará su completa gama de ofertas automotrices.
블랙베리 (NYSE:BB)(TSX:BB)는 '블랙베리 IoT' 부서를 'QNX'로 리브랜딩한다고 발표했으며, 이는 자동차와 임베디드 산업 내 입지를 강화하는 것입니다. 이 전략적 재출시는 소프트웨어 정의 차량 및 중요한 미션 시스템에서 인지도를 높이고 리더십을 강화하는 것을 목표로 하고 있습니다.
QNX 기술은 현재 2억 5천 5백만 대 이상의 차량과 의료 기기, 산업 제어 장치 및 로봇과 같은 다양한 중요한 임베디드 시스템에 통합되어 있습니다. 이 부서는 최근 QNX 소프트웨어 개발 플랫폼 (SDP) 8.0, QNX 사운드 및 QNX Everywhere 이니셔티브를 포함한 중요한 제품을 출시했습니다.
이 리브랜딩에는 새로운 시각적 정체성, 로고, 웹사이트 및 태그라인인 '모든 것은 여기서 시작된다'가 포함됩니다. 새롭게 단장한 QNX 브랜드는 CES 2025 (1월 7-10일) 라스베이거스에서 처음 선보이며, 회사는 자동차 제품군의 전체 라인업을 전시할 예정입니다.
BlackBerry (NYSE:BB)(TSX:BB) a annoncé le changement de marque de sa division 'BlackBerry IoT' en 'QNX', renforçant ainsi sa position dans les secteurs de l'automobile et des systèmes embarqués. Ce relancement stratégique vise à accroître la notoriété et à consolider le leadership dans les Véhicules Définis par Logiciel et les systèmes critiques pour les missions.
La technologie QNX est actuellement intégrée dans plus de 255 millions de véhicules et divers systèmes embarqués critiques, y compris des dispositifs médicaux, des contrôles industriels et de la robotique. La division a récemment lancé des produits significatifs, y compris QNX Software Development Platform (SDP) 8.0, QNX Sound et l'initiative QNX Everywhere.
Le rebranding comprend une nouvelle identité visuelle, un logo, un site web et un slogan - 'Tout commence ici'. La marque QNX revitalisée fera ses débuts au CES 2025 (du 7 au 10 janvier) à Las Vegas, où l'entreprise présentera l'ensemble de son offre automobile.
BlackBerry (NYSE:BB)(TSX:BB) hat die Umbenennung seiner 'BlackBerry IoT'-Abteilung in 'QNX' angekündigt, um seine Position in der Automobil- und Embedded-Industrie zu stärken. Der strategische Relaunch zielt darauf ab, die Bekanntheit zu steigern und die Führung in Software-defined Vehicles und mission-critical Systems zu festigen.
Die QNX-Technologie ist derzeit in mehr als 255 Millionen Fahrzeugen und verschiedenen kritischen Embedded-Systemen integriert, darunter medizinische Geräte, Industrieanlagen und Robotik. Die Abteilung hat kürzlich bedeutende Produkte wie QNX Software Development Platform (SDP) 8.0, QNX Sound und die QNX Everywhere-Initiative auf den Markt gebracht.
Die Umbenennung umfasst eine neue visuelle Identität, ein Logo, eine Website und einen Slogan - 'Hier beginnt alles'. Die revitalisierte QNX-Marke wird auf der CES 2025 (7.-10. Januar) in Las Vegas vorgestellt, wo das Unternehmen sein vollständiges Angebot im Automobilbereich präsentieren wird.
- Strong market presence with QNX technology integrated in over 255 million vehicles
- Recent launch of major products: QNX SDP 8.0, QNX Sound, and QNX Everywhere initiative
- Strategic rebranding to capitalize on established QNX brand recognition
- None.
Insights
The strategic rebranding of BlackBerry's IoT division to QNX represents a calculated move to leverage a powerful legacy brand with 45 years of embedded software expertise and presence in over 255 million vehicles. This isn't merely a cosmetic change - it's a strategic pivot to capitalize on QNX's strong market recognition and trusted reputation in automotive and embedded systems. The timing aligns with the industry's shift toward Software-Defined Vehicles (SDVs), where brand trust and technical credibility are important differentiators.
The decision to revive the QNX brand independently signals BlackBerry's commitment to dominate the embedded systems market, particularly as the automotive industry undergoes a fundamental transformation. The brand separation could facilitate clearer market positioning and potentially easier valuation of the division, which could be significant for future strategic options, including possible spin-offs or acquisitions.
This rebranding initiative comes at a critical juncture in the embedded systems market. The QNX division's focus on hybrid cloud/edge computing capabilities positions it strategically for the next decade of automotive innovation. The move from BlackBerry IoT to QNX branding isn't just cosmetic - it's a strategic realignment that could help unlock value in the embedded systems division.
The timing is particularly notable as the automotive industry accelerates toward software-defined vehicles. With QNX's extensive IP portfolio and established presence in critical systems, this rebranding could help BlackBerry better monetize its technology assets and potentially attract new partnerships or investment interest. The emphasis on the development environment (myQNX) suggests a push to expand the developer ecosystem, which could drive additional revenue streams through platform economics.
Divisional Name Change Builds on Brand Strength and Trust in QNX's Foundational Software
WATERLOO, ON / ACCESSWIRE / January 2, 2025 / BlackBerry Limited (NYSE:BB)(TSX:BB) today announced a divisional name change and the relaunch of its QNX brand to boost recognition and reinforce its leadership within the automotive and general embedded industries.
Previously named ‘BlackBerry IoT', the decision to rename the division as ‘QNX' and relaunch the QNX brand was shaped by input from customers, partners, employees and other stakeholders and it's revitalization represents an important milestone in QNX's storied history along with a recognition of its potential to play an even bigger role powering the next-generation Software-Defined Vehicles and mission-critical systems of the future.
"Relaunching the QNX brand is an important step in BlackBerry's broader strategy to increase our visibility and fortify our leadership within the automotive and embedded industries, with a view to better positioning us for sustained growth and success," said John J. Giamatteo, CEO at BlackBerry. "The values that QNX stands for have always been a cornerstone for our customers and this brand relaunch honors that strong history while setting the stage for the division to fire on all cylinders and drive smarter, safer, and faster innovation through precision-engineered performance."
Empowering Progress towards a Software Defined Tomorrow
With nearly 45 years of embedded software expertise and a rich intellectual property portfolio, QNX has established itself as an industry leader whose high-performance foundational software enables major automakers and industrial giants alike to unlock transformative applications, drive new revenue streams and launch innovative business models, all without sacrificing safety, security and reliability. Today, QNX technology is integrated within more than 255 million vehicles on the road and a broad range of critical embedded systems including medical devices, industrial controls, transportation, heavy machinery and robotics, among others.
"BlackBerry is at an inflection point and QNX is well positioned for the next 10 years as the demand for advanced hybrid cloud/edge computing capabilities becomes crucial for driving a software-defined future. The investments we have made over the last three years have set us on a well-defined path to capitalize on these trends," said Mattias Eriksson, President, QNX. "Couple these strong fundamentals with an enviable IP portfolio and a customer and partner base, representing the most advanced technology companies in the world, who are constantly accelerating our joint long term innovation and it's easy to see why QNX has never been stronger. Amidst that backdrop we're thrilled to be leaning into that widespread optimism and potential, reviving a brand that so many of have looked to over the years to help them turn the impossible into the achievable."
Revitalized QNX Brand to Debut at CES 2025
Over the coming months, additional platforms and products may be updated to reflect the division's new brand identity including the myQNX development environment. As part of the QNX brand revitalization, the company also unveiled a refreshed logo, website and distinct visual identity for the new division.
The revamped QNX visual identity, unveiled today and showcased across the company's social media channels and website takes inspiration from the division's new tagline - It all starts here and the fact that the world's most critical software-defined systems ‘start' with QNX foundational software. The division's color palette, typography, photography, and iconography have all also been updated to reflect the innovative, performance-driven, future-focused principles that the revitalized brand stands for.
The new brand will be on full display when QNX showcases its complete suite of automotive offerings at CES from January 7 - 10, 2025, at the Las Vegas Convention Center. Visit QNX at Booth #4224 in the West Hall or https://blackberry.qnx.com/en/campaigns/ces to find out more.
The Journey of QNX: Four Decades of Excellence
Founded in 1980 by two University of Waterloo graduates, Quantum Software Systems Limited created the QNX operating system. Initially called QUNIX, the system was renamed QNX in 1984, with the company name following suit. QNX 2, introduced in the early 1980s, still powers countless mission-critical systems today. In 1991, QNX 4 launched with 32-bit operations and POSIX support, followed by the QNX Neutrino RTOS in 1995. Acquired by Harman in 2004 and later by BlackBerry in 2010, QNX has become a leader in real-time operating systems. In the last fiscal year, QNX made its largest product announcement in over a decade with the launch of the QNX® Software Development Platform (SDP) 8.0, a scalable foundation for next-generation automotive and IoT systems, alongside QNX® Sound, an audio innovation platform for SDVs, and QNX® Everywhere, an initiative designed to spur a more open development environment for QNX technologies.
For more information on QNX, visit QNX.com and follow @QNX News.
About BlackBerry
BlackBerry (NYSE: BB; TSX: BB) provides enterprises and governments the intelligent software and services that power the world around us. Based in Waterloo, Ontario, the company's high-performance foundational software enables major automakers and industrial giants alike to unlock transformative applications, drive new revenue streams and launch innovative business models, all without sacrificing safety, security, and reliability. With a deep heritage in Secure Communications, BlackBerry delivers operational resiliency with a comprehensive, highly secure, and extensively certified portfolio for mobile fortification, mission-critical communications, and critical events management. The company is also a pioneer in leveraging Artificial Intelligence and Machine Learning to deliver advanced cybersecurity solutions to its customers.
About QNX
QNX, a division of BlackBerry Limited (NYSE: BB; TSX: BB), enhances the human experience and amplifies technology-driven industries, providing a trusted foundation for software-defined businesses to thrive. The business leads the way in delivering safe and secure operating systems, hypervisors, middleware, solutions, and development tools, along with support and services delivered by trusted embedded software experts. QNX® technology has been deployed in the world's most critical embedded systems, including more than 255 million vehicles on the road today. QNX® software is trusted across industries including automotive, medical devices, industrial controls, robotics, commercial vehicles, rail, and aerospace and defense. Founded in 1980, QNX is headquartered in Ottawa, Canada. Learn more at qnx.com.
©2025 BlackBerry Limited. Trademarks, including but not limited to BLACKBERRY and EMBLEM Design, QNX and the QNX logo design are the trademarks or registered trademarks of BlackBerry Limited, and the exclusive rights to such trademarks are expressly reserved. All other trademarks are the property of their respective owners. BlackBerry is not responsible for any third-party products or services.
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SOURCE: QNX
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