Feature Article

January 28, 2013

New BlackBerry World Updates for BlackBerry 10

According to Research In Motion’s (RIM) chief marketing officer, Frank Boulben, "Music and video content is an integral part of a rich mobile experience. People want easy and convenient access to their favorite music, movies and TV shows wherever they are. RIM is committed to working with content providers to bring the best, most up-to-date content to our customers with BlackBerry 10, and to make it easy for them to get what they want."

To this end, RIM announced today that BlackBerry’s app store, once known as BlackBerry App World, will be rechristened the new BlackBerry World storefront for BlackBerry 10. There is more than just a visible name change here. As Frank Boulben mentioned, music and video are going to play enormous parts for the BlackBerry 10.  Included will be an extensive catalog of songs as well as movies and TV shows. You should be able to download and rent movies on the same day that they are released on DVD. RIM is also announcing next day availability of many current TV series.

Initially these will be available for BlackBerry 10 and only in the U.S., UK and Canada. Each region will have its own selection available for rent. Customers will have access to movies and music from a large variety of studios and record labels. The goal is to have this wide range of movies and music available for the launch of BlackBerry 10 and eventually have all of the same selections available for existing BlackBerry devices.

Normally, RIM and BlackBerry devices have been associated as the device of preference for large corporations and government departments. The changes that have been made to both the device and OS for the BlackBerry 10 favor more of the consumer market. It appears that RIM is looking to challenge Apple's iTunes service with its next generation operating system. Blackberry 10 handsets will be preloaded with tracks from all major and independent labels. Users will be able to preview tracks before purchasing.

RIM will also be in attendance at ITEXPO Miami happening this week, and will be showcasing the BlackBerry 10 as well as holding a special WorldWide  launch event on Jan. 30 – which will mark a major change for RIM. It features a new BlackBerry device as well as a new operating system. You can read more about BlackBerry 10 in our review.




Edited by Brooke Neuman


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