Research In Motion is rebranding the BlackBerry App World into BlackBerry World, turning the store into a "one-stop shop" for various kinds of content. In a similar move to Google in rebranding
the Android Market as Google Play, the name change will see the service offering media as well as applications, expanding its focus to include video and music.
Taking its name from the soon-to-be renamed BlackBerry World conference, the new name will appear on the web-based storefront first, according to a company blog post
. It will then be rolled out to the BlackBerry PlayBook, and then onto BlackBerry smartphones in the coming weeks.
The sources of its music and video content have yet to be revealed by the company, though RIM has worked with 7digital in the past
to provide a preloaded music store for the BlackBerry PlayBook. More details may be provided by RIM during the BlackBerry 10 global launch events
, the app store of which is said will be stocked with at least 70,000 apps
available to download.