Blog: Details from BlackBerry's launch event

Brett Molina, USA TODAY | USATODAY

Research in Motion -- now taking on the name BlackBerry -- has unveiled its latest line of BlackBerry smartphones.

The BlackBerry Z10 features a full touchscreen and textured back, while the Q10 features the traditional design with physical keyboard.

So far, Wall Street does not seem too impressed. The company's stock is down 6%.

Miss the event? Scroll down for a look at the action as it happened.

11:26 a.m.: Heins wrap up. The Z10 dominated the presentation, but BlackBerry has more details on the traditional Q10 smartphone on its official blog.

Beyond a physical QWERTY keyboard, the device features a 3.1-inch AMOLED touchscreen display.

11:19 a.m.: Based on a video, it looks like the Z10 will be available in either black or white.

The video shows Keys, director Robert Rodriguez and writer Neil Gaiman handling various projects on the new BlackBerrys. Keys says she plans on taking the phone on tour and create videos from every city.

11:17 a.m.: Keys says she's particularly focused on maintaining the phone's vision for balance between personal and work tasks. "I really want to bridge the gap between the work phone and play phone," says Keys.

11:15 a.m.: Keys talks to Heins about why she split briefly from BlackBerry to choose other phones, comparing it to a long-term relationship. She cites "sexier" phones on the market, but appeared impressed with BlackBerry's new changes. "We're exclusively dating again and I'm very happy," she says.

11:13 a.m.: Heins creating a global creative director position at BlackBerry. The company's CEO announces Grammy winner Alicia Keys will fill the role.

11:10 a.m.: Heins says all four major U.S. wireless carriers -- AT&T, Verizon, Sprint and T-Mobile -- will carry the Z10. Price points will vary based on carrier. Device will start hitting stores worldwide next month.

(Correction: AT&T, Verizon and T-Mobile will carry the Z10. Sprint has committed to carrying the Q10 when it comes out.)

11:08 a.m.: Seeing a variety of music and film options, from Alicia Keys to Pixar movies. This looks like a real serious push to battle Apple and Google.

11:07 a.m.: Checking out montage of the apps and other media in BlackBerry World. Again, most of the heavy hitters are available, such as Evernote and Dropbox.

11:04 a.m.: One area where BlackBerry will need work is apps. Currently, BlackBerry World hosts 70,000 applications, much lower than competitors. However, the selection is pretty strong, including Skype, MLB and Amazon Kindle. It appears most of the major apps are available. Lots of games featured too, including Angry Birds and Where's My Water?

11:00 a.m.: Heins says all eight major studios and all major music labels have signed on to add music and video to BlackBerry World, the equivalent to the App Store and Google Play.

10:58 a.m.: Next up is BlackBerry Story Maker, software that lets users combine photos and video to create their own films. Users can also apply filters similar to Instagram.

10:55 a.m.: Picture Editor includes free transform, other editing options available in most smartphones.

So far, investors do not seem impressed with the unveiling. Stock in the company formerly known as RIM is down 5%, and falling.

10:54 a.m.: Checking out the Z10's camera. Users tap anywhere to take a picture, or move reticle to change focus. Also includes feature to help users snap best image.

10:52 a.m.: BlackBerry Remember is the next feature, consisting of a series of folders users access to manage content such as messages, photos, browser bookmarks and other info.

10:50 a.m.: The video chat also includes Screen Share, which allows one user to share their BlackBerry screen with another.

10:48 a.m.: Heins shifting to BlackBerry Messenger, which has 60 million users. The service is now adding video calls. They're testing it out with a BBM call to reps at the London event. The user can flip between chat and video call easily.

10:46 a.m.: Now looking at BlackBerry Balance, which allows users to create custom home screens, such as Home or Work. Users can have multiple profile sets with different apps. It appears you get two.

Also, if you like games, this demo just confirmed BlackBerry is getting Angry Birds: Star Wars. Looks like BlackBerry is beefing up their gaming options.

10:42 a.m.: The keyboard is really fascinating. It features a variation on predictive text where users can flick words from the keyboard. It recognizes the sentence structure and suggests words.

10:40 a.m.: The integration of social networks looks promising. Searching appears seamless. "The device adapts to you and what you need to know," says Heins.

10:38 a.m.: When managing messages, the user can hold down on an email or text and see a menu pop to the right side. Users then slide their thumb over to flag a messages, delete or perform other tasks.

10:36 a.m.: Also interesting: BlackBerry Peek. For example, while watching a video, the user can swipe from the left to quickly check email or their social network. It appears effortless.

10:35 a.m.: BlackBerry about to showcase the BlackBerry Hub, the interface for working with the Z10 smartphone. It features a series of rectangular tiles, slightly similar to Windows Phone. It appears zippy. The user taps on the window and quickly pops up their app or browser.

10:33 a.m.: The Q10 features a physical keyboard, added by user request. "We heard you loud and clear," says Heins. "We built this for all those people that said we just have to have a physical keyboarding experience." Time for a demo.

10:31 a.m.: The Z10 features a 4.2-inch touchscreen and textured back to make it easy to hold. Heins says the phone will boast super-fast browsing and integration with social networks such as Facebook and Twitter.

10:30 a.m.: Heins unveils the first two BlackBerry 10 smartphones: The BlackBerry Z10 and Q10. The Z10 looks like a full touchscreen phone, while the Q10 looks like a traditional model with signature keyboard.

10:28 a.m.: Heins just revealed Research in Motion is now going by name BlackBerry. "We are a company that is united in our vision of a mobile company," Heins says of the name change.

10:26 a.m.: Heins introduces RIM founder and former CEO Mike Lazaridis, who receives a huge ovation from the crowd.

10:24 a.m.: "To say we have reinvented this company is simply not enough," Heins says of RIM's evolution. He says new operating system built from the ground up, with stronger emphasis on content and apps.

10:21 a.m.: Heins says focus for BlackBerry 10 is to help users stay hyper-connected socially as well as maintaining a balance between their personal and professional lives. "BlackBerry 10 will keep them moving," Heins says, adding devices make jump to "true mobile computing."

10:18 a.m.: "We have definitely been on a journey of transformation," says Heins, who took over as CEO nearly a year ago. "I know innovation is at the heart of RIM," he says of the opportunity to lead RIM.

10:17 a.m.: The "#1 BlackBerry Fanboy" just cut some of his hair off due to his enthusiasm for the device. I think we get it, RIM. Everyone is thrilled.

Finally, Thorsten Heins, RIM President and CEO, takes the stage.

10:15 a.m.: Yet another video montage about the greatness of BlackBerry. If you're keeping score online, that's 3 video montages to zero phones unveiled.

Rapper Lil E is apparently so excited for the launch that he created a song called "No Sleep 'Til BlackBerry 10." RIM might be a wee bit excited about this launch.

10:12 a.m.: Alec Saunders, RIM's vice president of developer relations, talks about the behind-the-scenes action on BlackBerry 10. He says company has seen "huge groundswell of support" for the operating system.

10:09 a.m.: We've got another montage, CEOs, entrepreneurs and others from around the world talk about BlackBerry 10's perks. Interface definitely looks sleeker compared to earlier models. It seems more in line with contemporary smartphones.

10:07 a.m.: A RIM host conducts a quick global roll call, checking in on launch events in London, Paris and Dubai. Let's see some phones!

10:05 a.m.: The video montage begins. "One device for work and play" is the theme. Re-designed and re-invented used often.

Update at 10:03 a.m. ET: Naturally, RIM is running late. Hope to have updates soon.

Our original story

Research in Motion is getting ready to reveal arguably its most important lineup of smartphones: the BlackBerry 10 line.

As competition heats up from companies such as Apple, Google, Microsoft and Samsung, the maker of the former #1 smartphone seeks a rebound with its latest BlackBerry.

What will RIM reveal? Stay here for the latest updates from the event starting at 10 a.m. ET. If you can access video, RIM is also hosting a webcast of their event.