BlackBerry announced Wednesday that the Amazon Appstore will be available on BlackBerry 10 phones starting this fall.
The deal means that more than 240,000 Andriod apps, including Pinterest, Netflix, and Groupon — which have not been available via BlackBerry — will be accessible when BlackBerry's new operating system arrives later this year.
While BlackBerry 10.3 users will also have to access some apps via the BlackBerry World app store, the process makes the app download process far simpler than it's been up to this point.
BlackBerry said the deal also allows it to align its developer program with its end-to-end mobile enterprise solutions. The phone maker plans to unveil a new enterprise application partner program for corporate developers, ISVs and systems integrators, which the company said is designed to expand the number of enterprise applications that leverage BlackBerry 10.
BlackBerry chairman and CEO John Chen said in a statement:
"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. We've listened to our customers and have taken this important step to deliver on their needs, while executing on our strategy."
What remains to be seen is whether BlackBerry can lure more consumers with the integration of Amazon apps, after having focused so much of its products and strategy toward business and enterprise users.