RIM is renaming its BlackBerry App World to BlackBerry World, in a move designed to reflect the wider range of content that will be made available to support the launch of BlackBerry 10 smartphones early next year.

In a blog post, the company said: “While developers have been building apps, other teams at RIM have been meeting with content partners, music labels, networks, and studios to make sure we have an amazing catalog of music and video in one storefront with one login.”

RIM will begin rolling out the new identity starting in mid-January 2013, which will also be used for its legacy BlackBerry OS 5, OS 6, OS 7, and OS 7.1 stores, although customers using devices powered by these platforms will not be able to access video and music content.

The company said that further details of its content strategy will be revealed in January. The move is similar to Google’s adoption of the Google Play brand across its storefronts, which saw it dropping its Android Market identity.