Desperate times call for desperate measures, and for BlackBerry, that means opening up your ecosystem to run Android apps -- some of them, anyway. BlackBerry announced today that Amazon Appstore will be available with the launch of the BlackBerrry 10.3 operating system this fall. The deal will give BlackBerry users access to more than 240,000 Android apps, including popular titles like Netflix, Pinterest, and Minecraft.
"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 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."
BlackBerry has tried various different strategies up to this point to try and regain relevance in the mobile space. However, consumers have continued to show a much stronger preference for Android and iOS. By tapping into Android, BlackBerry has a shot at reclaiming lost customers.
The other upside for BlackBerry is that this deal frees itself up to focus on enterprise applications.