BlackBerry still faces a number of obstacles in its quest to reclaim lost mobile market share, but the company may have solved one major issue today with a little help from an unexpected ally. The Canadian phone-maker announced today that it has inked a deal with Amazon to gain access to the Kindle-maker’s Appstore later this year with the release of BlackBerry 10.3.
Starting with BlackBerry 10 it’s been possible to get Android apps on a BlackBerry device, but the sideloading process may have proved a bit too complicated for some long-time customers. Now BlackBerry fans will gain a direct line to the Amazon Appstore, which currently offers more than 240,000 Android apps. It’s a smart move that should mean easy access to a ton of popular apps ranging from Netflix and Groupon to Minecraft and Candy Crush. It’s also interesting to see Amazon transition to a new role as app provider.
Short of direct access to Google Play, offering Amazon’s Appstore along with the company’s own BlackBerry World should help keep people from jumping ship just because they want to play the latest mobile game. It also makes a ton of sense to bet on Amazon right now. The company is about to announce its first smartphone, suggesting that the Appstore will only get better in the next few months and years.