Research In Motion has shaken up the smartphone world this morning after the company announced it would change its name to BlackBerry, the same as its famous smartphone line, as it debuted more handsets in a last-ditch attempt to claw back lost market share. But early impressions suggest the company's new brand – along with its new BlackBerry 10 operating system and Z10 smartphone – aren't everything analysts hoped they'd be. Investors didn't think so either, after the company's shares fell 6% after the extensive press conference. It's a disappointing start to what is meant to herald BlackBerry's return to the mainstream after several lean years as the underdog. Research firm Ovum said despite the fact BlackBerry 10 offers a suite of new features, and the Z10 smartphone looks distinct from the iPhone or Android devices, it may not be enough.