New music app hopes to level the field between BlackBerry and iPhone

Pity poor Research in Motion. Their latest product, the BlackBerry Storm, is having some trouble competing against Apple’s iPhone 4, which is pretty much selling itself.

One former RIM employee, now an independent entrepreneur, thinks he has a way to level the playing field with a new mobile app called PushLife. Raymond Reddy developed PushLife to make your BlackBerry sync your existing music libraries on a PC or Mac with new music purchased from outlets like the iTunes Store without having to install an additional piece of software when you’ve already got something like iTunes.

Considering how it seems every new device you will ever own needs to have additional and often useless software installed on your PC for proper operation, this seems like a great idea. No more reorganizing libraries, no more unused programs to deal with, just ease of use.

Virgin Mobile has taken a shine to this app, and is installing it in their new smartphones right out of the factory, as the National Post reports:

“If you use a Windows Media Player on your PC, you don’t want a Virgin media player too, you just want it to work with what you already have,” says Chris Houston, vice-president of products and services at Virgin Mobile Canada.

The other advantage: the application allows customers to edit their playlist on their cellphone, and scans customers’ existing library to offer music recommendations. “Customers can make purchases from our catalogue inside the PushLife application,” Mr. Houston says. It’s a subtle way of pushing Virgin Mobile’s storefront sales.

PushLife seems to be gaining steam; Reddy has increased his staff to 30 people to work on the app, and he’s apparently inked a deal with a major U.S. carrier; although details can’t be divulged yet.

Check out PushLife’s homepage for more info here.