Saudi operator Mobily launched an app store within BlackBerry World, in what is touted as the first operator-led storefront within another app store in the Middle East.

The move is intended to help subscribers find the apps in Arabic that meet their interests more easily than having to search through BlackBerry World in its entirety.

According to Mobily, BlackBerry World was chosen to host the app store due to the popularity of the Canadian vendor’s devices in the Saudi market. Mobily was the first operator to introduce BlackBerry devices in Saudi Arabia in 2007.

BlackBerry unveiled Q5, the third device to run its BlackBerry 10 OS, earlier this year. The qwerty smartphone aimed at developing markets was launched in a number of territories including the Middle East in early July.

Mobily recently kicked off its annual app developer competition for both professional and amateur developers. The aim is to support the creation of innovative and distinctive apps.