Though Nintendo obtained a trademark for the name "3DSWare" back in May of 2010, the company has been tight-lipped about any related plans for the moniker.
Today, the cat has been let at least partway out of the bag, though likely unintentionally. Apparently, Nintendo World Report discovered a 3DSWare logo on the official Nintendo Greece website, located with the WiiWare and DSiWare logos. (via Joystiq)
That said, there aren't any titles currently listed for 3DSWare.
Nintendo has yet to issue a formal comment about the appearance of the 3DSWare logo or reveal any details about the new distribution platform.