For all the plus points BlackBerry in its prime had for its loyal fanbase – the strong security measures, physical keyboards years after the advent of touch screens and other features that made it stand alone – there is one thing that has always plagued the firm – apps.
For a number of years, as Google, Apple and Microsoft have brought modern, stylish app stores full to the brim with an array of fantastic software, BlackBerry users have been left in the dark, calling out for the company to bring about a more extensive library.
And now it seems like the loyal BlackBerry fans may get their wish at long last, with the firm having announced that it is teaming up with Amazon to give its BB10 operating system a new lease of life.
Fresh from releasing its own phone just this week – the Fire Phone – Amazon will now allow BB10 users the chance to download applications from its online market, which will give them access to more than 240,000 apps.
The update to BB10.3 will mean that from the third quarter of 2014 – when the latest operating system version is released to the public – BlackBerry Z10 users will be able to access a far more advanced app store, with other handset users also able to do so further down the line.
It will mean the potential for more people making the switch to BlackBerry handsets in the future. Since its release, the sales of the device have hardly been impressive, so a collaboration with Amazon to improve app access should help to increase the number of users.
With BB10.3 already in the works, it is believed that Amazon will begin working with the Canadian firm to start migrating BlackBerry native apps to its marketplace, as well as working with a new enterprise application partner program to develop commercial apps for its business customers.