The Blockbuster head declined to note specific companies, which may determine the ultimate form of the service. Although using a BlackBerry for work, Keyes also uses an iPhone for personal communication. Blockbuster itself owns Movielink, which offers online movie downloads in a protected Windows Media Video format that to date only works with Windows PCs. Apple has so far resisted including Microsoft-made formats in iTunes and iPods but is widely suspected of developing its own rental option, including inadvertent leaks in the code for iTunes and Apple's media players.

Such an expansion is being integrated into a larger movement away from physical rentals at the financially struggling Blockbuster, which is also contemplating download kiosks and tying Movielink more directly into the Blockbuster website.