At last count, there were 140,000 BlackBerry 10 apps in BlackBerry World. (As of May 15 according to a spokesperson for the company.) That number will grow by nearly 75% overnight this fall, when BlackBerry 10.3 is launched.
The Amazon Appstore will be part of the launch, providing access to thousands of the most popular apps and games to BlackBerry users; that lack of which was a complaint from the beginning of BB10.
There are more than 240,000 Android applications in the Amazon Appstore worldwide, including Groupon, Netflix, Pinterest, Candy Crush Saga and Minecraft. “I do not have to spend time, energy and money” developing apps that Amazon offers, BlackBerry Executive Chairman and CEO, John Chen said in a Wall Street Journal article. “Given I want to financially turn around the company and focus on the enterprise space, this is perfect for us.”
That turn around means a renewed focus on BlackBerry’s roots—business; particularly in regulated industries. The partnership is another step in opening up the historically closed OS, in order to get back to the enterprise and appeal to consumers.
BlackBerry says that this “strategic move” will enable it to align its developer program with its renewed focus on delivering the most secure, end-to-end mobile enterprise solutions, by placing more emphasis on the development of vital enterprise and productivity applications.
“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 solutions for enterprises,” said Chen, in a release. “We’ve listened to our customers and have taken this important step to deliver on their needs, while executing on our strategy.”
BlackBerry and Amazon will be working with the BlackBerry application developer community to help them migrate their apps to the Amazon Appstore in preparation for the 10.3 launch, where they will benefit from the store’s powerful promotional tools that enable maximum discoverability and profitability.
This will include Appstore Developer Select, which provides enhanced merchandising, as well as Amazon Coins incentives, the Developer Promotions Console, which enables real-time pricing adjustments and specials, and the popular Free App of the Day program.
BlackBerry will unveil a new enterprise application partner program for corporate developers, ISVs and systems integrators, designed to expand the number of enterprise applications that leverage BlackBerry 10 to deliver business-class functionality and enhance users’ productivity, communication and collaboration.