In a press release today, BlackBerry announced that the Amazon Appstore will be available to its users this fall when the mobile company launches the BlackBerry 10.3 OS. The newly established licensing deal will give customers access to over 240,000 of the most popular Android applications. Fun or entertainment based apps were limited in past BB platforms. The addition of Amazon’s catalog with access to Candy Crush Saga, Angry Birds, Minecraft, Netflix, Pinterest, Groupon, and others is a huge improvement.
“Making the Amazon Appstore available on BlackBerry 10 devices will help BlackBerry continue to meet two essential needs: greater app availability for our Smartphone users and enhanced productivity solution for enterprises, “stated BlackBerry Executive Chairman and CEO John Chen. “We’ve listened to our customers and have taken this important step to deliver on their needs, while executing on our strategy.”
Although the Amazon catalog may not be as large as Apple or Google Play’s the thousands of apps will help close the massive gap that BB has had in their Appstore. Apple was able to single-handedly win the mobile rivalry between the two companies by creating not only a greater but a more comprehensive collection that featured applications for all demographics. The BlackBerry which held a status symbol and for years was the signature phone for any successful business person, CEO, celebrity, or all the above, was swiftly knocked out of the market when Apple launched a Smartphone that fits ‘everyone’s needs.’ You can be as productive or as unproductive as you want with an iPhone and that’s the appeal. However, BlackBerry attempted to stay true to its brand focusing on providing the best business-class functionality with application for productivity, communication and collaboration.
The upcoming launch of the BlackBerry 10.3 operating system this fall and the licensing deal with Amazon’s Appstore is a very strategic move. It will be interesting to see if their plans help revive the once immensely popular Smartphone.