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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Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.