Research In Motion Ltd. (RIMM) renamed itself BlackBerry and unveiled the new BlackBerry 10 lineup at an event in New York this morning, aiming to lure back customers that have defected to Apple Inc. (AAPL) and Samsung Electronics Co.

The company introduced a touch-screen model called the Z10 and a version with a physical qwerty keyboard named Q10, both of which run the revamped BB10 software. The Z10 starts at C$149 ($149) in BlackBerry’s home country of Canada, where it goes on sale Feb. 5. The phone won’t appear in the U.S. until March, with the Q10 following globally in April, the company said.
The event marks a do-or-die moment for the company, which has seen its market share fall to a quarter of what it was three years ago. It’s counting on the BlackBerry 10 to reverse that slide and help return the Waterloo, Ontario-based company to profitability. The stock dropped as much as 9.1 percent after today’s presentation, signaling that investors remain skeptical.
“I don’t think it’s going to be dramatically better,” said Roger Entner, an analyst with Recon Analytics in Dedham, Massachusetts. “At least not good enough to get people to switch from Apple iOS or Android.”

Chief Executive Officer Thorsten Heins and Chief Marketing Officer Frank Boulben have been crisscrossing the globe to show carriers and corporate customers the BlackBerry 10’s features, aiming to distinguish the product from Apple’s iPhone 5 or devices that run on Google Inc. (GOOG)’s Android platform.

http://www.bloomberg.com/news/2013-01-30/blackberry-10-debuts-at-event-in-new-york.html