BlackBerry LESSON

A few months ago I wrote an article on how to spell BlackBerry (the device and not the fruit) after reading about it on Twitter. Yes it’s me who writes perhaps more about BlackBerry devices than my teaching, some of my followers probably love to hate me, but others love to love me, so to speak ha ha..

Yesterday evening whilst I was posting feeds via viigo on my BlackBerry I came across this interesting post..

If you’ve ever read a RIM or RIM partner press release, you will notice that RIM legal as well as RIM marketing insist that the word “BlackBerry” is always written as “BlackBerry® smartphones” or “BlackBerry® smartphone device.” The reason for this, is that RIM branding wants to separate itself from the rest of the mobile phone market. Although I’m not a big fan of the registered trademark logo, or writing the stock symbol, there are still some branding issues I think are important.

Here are my top 3 tips when using the BlackBerry brand:

1. It’s a mobile computer not a fruit.

Many journalists, make the mistake of writing the plural form of BlackBerry as “BlackBerries.” The plural form of BlackBerry is ‘BlackBerry devices’ or ‘BlackBerry smartphones.’

2. There are 2 capital letters.

Again, the BlackBerry is not a fruit which only takes a capital at the beginning of a sentence. BlackBerry is a brand name with 2 capital letters.

3. A BlackBerry device is not a mobile phone.

A RAZR is a mobile phone. Anything made by Sony Ericsson is a mobile phone. A BlackBerry is not a mobile phone. The BlackBerry stands alone as a powerful device for enterprise and prosumers. If a group of devices are to be mentioned in a sentence, BlackBerry must stand alone. For example, “please submit your pagers, mobile phones, BlackBerry devices and laptops.”


This is very much a case in itself and I would like the views of GrammarGirl on this one seeing as my first post was based on what she had said, this BlackBerry thing is becoming quite a riddle but very interesting.

Another interesting fact is the use of  CamelCase (also spelled “camel case”) or medial capitals is the practice of writing compound words or phrases in which the elements are joined without spaces and are capitalized within the compound.  The name comes from the uppercase “bumps” in the middle of the compound word, suggestive of the humps of a camel. Camel case is a standard identifier naming convention for several programming languages, and has become fashionable in marketing for names of products and companies. However, camel case is rarely used in formal written English, and most style guides recommend against its use.

Source The English Teacher BLACKBERRYCOOL

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