BlackBerry has spent the past year preparing and reinventing itself for another serious assault on the smartphone market, and although the company did try sticking with the old formula and essentially flogged a dead horse for far to long, the company looks ready to be taken seriously again. BlackBerry 10 looks like an intuitive, innovative operating system much more in line with the likes of iOS and Android, and with the BlackBerry Z10 certainly strong enough to hold its own against many of the market’s considered elite, the Waterloo, Ontario-based company is looking for customers once more.

Research In Motion, a company known for its once market-leading BlackBerry range, has rebranded itself by the name of its main outlet, and its first move under its new BlackBerry moniker has been to announce the Z10 smartphone. Research In Motion, often referred to under the acronym RIM, has been working hard over the past couple of years to rebuild its BlackBerry brand, which has been left behind by the likes of Apple’s iPhone and the plethora of Android handsets which now dominate the market. The Z10 certainly looks a promising device, having fared favorably against the iPhone 5 in a brief test, and it will be interesting to see whether a new company name, and a new device, will trigger a comeback for BlackBerry.