RIM rebrands BlackBerry App World, adds music and video for BB10

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Research In Motion (NASDAQ:RIMM) is rebranding its BlackBerry App World storefront to simply BlackBerry World as it moves to incorporate music and video downloads ahead of its overhauled BlackBerry 10 mobile operating system.

Writing on the Inside BlackBerry Developer Blog, RIM Product Manager Ryan Proudfoot states that RIM will begin rolling out the streamlined BlackBerry World brand across all international outposts of the storefront in mid-January 2013, completing the process in time for BlackBerry 10's official launch on Jan. 30. The name change is designed to reflect the store's evolution from a destination for BlackBerry apps and games into a larger multimedia entertainment portal similar to Apple's (NASDAQ:AAPL) iTunes or Google (NASDAQ:GOOG) Play.

"While developers have been building apps, other teams at RIM have been meeting with content partners, music labels, networks and studios to make sure we have an amazing catalog of music and video in one storefront with one login on your BlackBerry 10 smartphone," Proudfoot said. "We'll have more on that as we get closer to launch, including details on country availability for this additional content."

Proudfoot notes that BlackBerry World music and video content will not be available to consumers with smartphones running BlackBerry 5, 6, 7 or 7.1. In addition, video and music content will remain available to BlackBerry PlayBook tablet owners solely via the separate Music Store and Video Store applications.

In advance of the BlackBerry World relaunch, RIM is releasing a BlackBerry 10 beta build to developers that includes an updated icon for their local storefront. The manufacturer also will supply updated marketing graphics for developers to integrate into their respective websites and other promotional efforts.

RIM plans to introduce two BlackBerry 10 smartphones in February. The manufacturer first announced BlackBerry 10 last spring, and while devices running the new OS were expected in time for the lucrative holiday shopping season, in late June, RIM delayed the launch until early 2013. RIM recently revealed that more than 50 operator partners are presently lab testing the new platform.

For more:
- read this Inside BlackBerry Developer Blog entry

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RIM launching finalized BlackBerry 10 SDK on Dec. 11
RIM confident of BlackBerry 10 launch, will release first devices in February
RIM launching BlackBerry 10, new smartphones on Jan. 30
RIM now accepting BlackBerry 10 apps
RIM delays BlackBerry 10 until Q1 2013

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