BlackBerry has announced the Amazon Appstore will be available with the next update to its operating system (10.3 OS), in the last quarter of this year, in a move that expands the smartphone maker's historically limited app pool.
The strategic move, says the Canadian smartphone maker, will give BlackBerry users access to "thousands of the most popular apps and games", at the same time enabling the company to focus on enterprise app development.
In a blog post on BlackBerry's Web site, CEO John Chen said the company would close its native music and video sections on 21 July, but that music and video services would be available via third-party applications. He said previously downloaded content would also still be available after that date, through MyWorld.
BlackBerry has been widely criticised for the lack of apps available on its devices, while smartphone leaders Apple and Android app stores continue to expand.
"With more than 240 000 Android applications in the Amazon Appstore worldwide, BlackBerry 10 device customers will gain access to popular apps such as Groupon, Netflix, Pinterest, Candy Crush Saga and Minecraft," says BlackBerry.
Twofold boon
While the move has been seen as BlackBerry moving away from customer-oriented products and services as it struggles to gain a consumer foothold in a highly competitive market, the company says the move will satisfy both consumer and enterprise ambitions.
"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," says Chen.
"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 app developer community to help them migrate their apps to the Amazon Appstore in preparation for the 10.3 launch, says the company.
"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."
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