RIM launches rebranded BlackBerry World, music and video coming soon
With its updated BlackBerry 10 operating system slated to launch January 30, Research In Motion (NASDAQ:RIMM) unveiled an overhauled version of its BlackBerry App World storefront, rebranded simply "BlackBerry World."
The revamped BlackBerry World, now live on the Web and rolling out to BlackBerry smartphones and PlayBook tablets over the coming weeks, will offer music and video download services alongside BlackBerry applications and games. RIM will roll out the new entertainment services in the near future: In October 2012, RIM signed 7digital as the store's official music download provider, with Rovi--which powers the BlackBerry PlayBook Video Store--on tap to handle film and TV downloads.
RIM first announced the storefront name change late last year. At that time, RIM Product Manager Ryan Proudfoot said BlackBerry World music and video content will not be available to consumers with smartphones running BlackBerry 5, 6, 7 or 7.1.
The store rebranding also necessitates a name change for the BlackBerry World developer conference, now known as BlackBerry Live. RIM will hold the first conference under the BlackBerry Live banner on May 14 in Orlando, Fla.
BlackBerry 10 runs on the same QNX-based software powering the BlackBerry PlayBook tablet. Features include the new BlackBerry Flow UI, which includes BlackBerry Hub, as well as BlackBerry Balance, which separates personal applications and information from encrypted work profiles, enabling organizations to protect their data while giving users the flexibility to optimize their devices for personal use.
RIM is betting on BlackBerry 10 to reignite developer passion for its platform. The initial results are promising: Over the weekend, BlackBerry Development Head Alec Saunders tweeted that RIM's latest Port-A-Thon added 19,000 BlackBerry apps and games roughly a week after developers submitted another 15,000 apps.
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