It’s like Christmas morning for BlackBerry fans.

The Waterloo-based company (formerly Research In Motion) debuts its’ new BlackBerry Z10 phone, which goes on sale today in Canada.

Some analysts have been concerned that BlackBerry’s launch came too late to recover the lustre of its name.

But, anecdotes from the UK, where the phone launched last week, suggest the new BlackBerry is selling at a steady pace.

Fans of the phone’s physical keyboard will have to wait awhile longer though, the new keypad version of the device won’t launch until sometime in April.

Meantime, BlackBerry stock shot up more than 15 per cent on Monday, finishing at just under 15 dollars a share.

A senior analyst at Bernstein Research has upgraded the company to “outperform” with a target price of 22-dollars a share.

Pierre Ferragu says he’s grown more confident in the likely success of the Blackberry 10 launch.