**As published in RCR Wireless News** Research In Motion Ltd. (RIMM) has launched BlackBerry App World 2.0 three weeks after it opened the latest version up for beta testing. The BlackBerry maker is hoping to reinvigorate its app appeal with the updated storefront, but there still some key features that are missing from RIM’s offering. Although RIM says it’s working on integrated carrier billing, it hasn’t happened yet. With PayPal, users can at least set up pre-approval so they don’t have to fill out their username and password with every purchase.
Along with the App World update, RIM has also introduced BlackBerry ID, which should ensure data security and privacy and also track each user’s app activity through the store, according to the company. The BlackBerry ID system will allow users to switch devices and still view all of their previous app downloads and purchases. And finally, RIM is allowing developers to price their apps at 99 cents. The delayed move could spur some new purchases and downloads. Many analysts have pinned the 99-cent price point as one of the reasons for Apple Inc.’s (AAPL) success with the App Store. Of course, a massive engaged audience is just as helpful. Overall, App World 2.0 doesn’t change much from the original version. Visually, it looks exactly the same. In fact, the only new category that RIM introduced is a Top 25 page, which is broken into five parts: newest, free, paid, themes and recently updated. BlackBerry users can update the app directly in App World.