It looks like RIM is finally taking a big step toward making its on-device app portal a reality. The developer site,, is set to go live at 10:00 pm EST and end-users will also be able to sign up for alerts at that time. As for the official name… App World. Yep, it’s fairly obvious that the App Store model works and competitors aren’t even bothering with trying to distinguish their offerings from the godfather. In fact by shamelessly copying the name of Apple’s portal, RIM is likely (and wisely) hoping potential customers immediately make the connection with the successful Apple shop and dive right in. So there you have it folks — the on-device App World portal will likely launch to users fairly soon so get those credit cards ready, recession be damned.

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