BlackBerry's App World goes live Research in Motion's venture into the mobile application industry went live this morning. The online store will allow BlackBerry users to download free and paid applications to their mobile handsets.

The store, dubbed App World, can be seen as a direct challenge to similar offerings, such as Apple's highly successful App Store for iPhone users and Nokia's recent addition to the race, Nokia Download Store. Thanks to the popularity of Apple's App Store, many manufacturers are interested in getting in on the action - and grabbing some of the market revenue.

Apple could see a strong challenge from contenders like Nokia, whose app store will allow Symbian users to download a variety of programmes on their mobile phones. The main concern for Apple is that, while its 3G iPhone is immensely successful, there are many more devices running Nokia's Symbian operating system - and therefore far more mobile users out there toting a Nokia Download Store compatible handset. BlackBerry App World already promises to offer users the same broad spectrum of applications to download to their handsets.

From games and social networks, to health programmes and stock market trackers, BlackBerry App World could bring a boom in Research in Motion's income. Developers are also invited to create applications for the store which would then be made available to other users. The app store operates through PayPal and will contain both free and paid apps.

It can be downloaded to many Research in Motion handsets, including the BlackBerry Bold 9000 and the Curve 8900.