It looks like Research in Motion has built a new portal for the North American site named Built for BlackBerry.

The new site appears to be a showcase of different types of BlackBerry applications with categories for:

Under each category you will find related trial and free BlackBerry applications for you to use on your device. Built for BlackBerry seems to aimed at the consumer BlackBerry user, however, corporate users will enjoy the site as well if their companies allow them to install third party software to their devices.