As it prepares for the launch of its new smart phone BlackBerry 10, Research in Motion has rebranded its mobile app store to reflect the company’s change in strategy.

“Hey #teamBlackBerry, if you were up at the wee hours of the morning today, you may have noticed a change to the BlackBerry App World Web store,” read a post on the Inside BlackBerry, the official BlackBerry blog site. “It is now simply called BlackBerry World.”

RIM said the new name signals a shift in the type of products that can be purchased in the company’s Web-based application store.

“BlackBerry World is going to be the one-stop-shop for all your mobile entertainment needs,” the post said. “It will now be home to videos and music as well.”

App World launched in March 2009 as a showcase of software which BlackBerry users can purchase and download online. It was also the Canadian smart phone manufacturer’s answer to rival Apple Inc.’s very popular iTunes App Store.


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RIM is pinning its hopes on the January 30 release of its much-awaited BlackBerry 10 device to lift the company’s profits and regain market share lost to iPhone and Android-based devices.

The strategy, however, relies heavily on how well developers will receive the new device. App-hungry consumer and enterprise users are not likely to dump their iOS and Android smart phones unless the BB 10 offers an attractive lineup of applications, according to industry analysts.