BlackBerry and Amazon have inked a deal allowing BlackBerry 10 smartphone users to access more than 240,000 apps via the online retailer's app store.
From autumn, BlackBerry customers will be able to download more consumer-centric apps, helping it keep up with the competition and satisfy those who use a BlackBerry as their personal rather than business device.
In the past, BlackBerry has lagged behind when it comes to offering popular cross-platform apps as developers flock to Android and iOS where the market for downloads is much larger.
Apps including Groupon, Netflix, Pinterest, Candy Crush Saga and Minecraft will all be available for BlackBerry 10 users when they upgrade to the BlackBerry 10.3 operating system, due to land later this year.
While Amazon handles the consumer app facet, BlackBerry will continue its focus on developing enterprise and productivity focused apps to sell via its own app store.
The move comes after CEO John Chen joined BlackBerry in the hope to win back marketshare from Apple and Samsung.
Chen explained when he joined BlackBerry that the company needs to remain competitive in the smartphone space, but will need to adjust its strategy in order to succeed.
As such, Chen's vision for the company very much concentrates on building on its relationships with enterprise clients and government organisations who trust the company's end-to-end communications strategy and secure mobile management solutions.
To expand its reach in these sectors, BlackBerry will encourage its existing business clients to develop and customise in-house, secure mobile applications rather than relying on third parties to create them.
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."
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Clare is the founder of Blue Cactus Digital, a digital marketing company that helps ethical and sustainability-focused businesses grow their customer base.
Prior to becoming a marketer, Clare was a journalist, working at a range of mobile device-focused outlets including Know Your Mobile before moving into freelance life.
As a freelance writer, she drew on her expertise in mobility to write features and guides for ITPro, as well as regularly writing news stories on a wide range of topics.