In an announcement simultaneously streamed worldwide from New York City the company formerly known as Research in Motion (RIM) revealed their new mobile platform, BlackBerry 10, and a new company name – BlackBerry.

In what was a very flat and decidedly non-enthusiastic launch event we had a pony tail cut off someone, a list of committed apps rattled off, a handset demo that lacked any app demos and the introduction of a new BlackBerry Global Creative Director which sounded a lot like an BlackBerry Ambassador of some sort.

Another strange aspect of this launch event was the embargo on reviews for the new devices and OS apparently lifting while the event was still happening which I imagine easily took eyeballs off the live stream/event.

I think it is pretty obvious based on some of the early reviews that RIM BlackBerry will not be playing to leap up into 1st or 2nd place in the smartphone wars but I guess they could make a dent in the battle at the expense of other handsets including Windows Phone.

No doubt we will be watching this to see what happens.

Here are a few of the posted reviews;