BlackBerry Explains Why Key Apps Are Still Missing From BB10
Mallick added, "A lot of times the intention is there, it's just their timeline. ... So a lot of our effort is showing them why they should prioritize it and helping to accelerate the timeline."Moving to another product category, there's talk of Netflix being missing, he continued, but no talk of PlayOn, which lets users stream any service they have on their PC onto their BlackBerry 10 devices, which means users can watch all their services, more than 60 of them, including Netflix and HBO Go. There's also Sony Crackle, a native "with a vast selection of movies, and it's all completely free. So you don't even have to give over your $8 a month—it's free, and you can connect your BlackBerry device to your 60-inch TV and watch all you want," Mallick said. For music, and media, Mallick offers similar examples of apps that get too little attention but highlight the richness of the BlackBerry 10 platform. "We just really have a lot of cool stuff on the platform. We're very grateful, and we work really well with those partners that have come to the platform so far, and they're seeing the success of being on BlackBerry 10," said Mallick. "And to the partners who aren't there yet, our doors are wide open. ... We're willing to do what it takes ... to make sure we have a very healthy and successful system." Follow Michelle Maisto on Twitter.
The Perception ProblemThere can be a perception that BlackBerry still doesn't quite get consumer needs, or isn't treating apps like a priority, and for those reasons, Mallick said he's glad for any opportunity to make clear to users that BlackBerry is in fact "very aggressively recruiting" applications. This brings us back to what is already available. Take sports, for example. "Normally there'd be a conversation about where's the NFL app for BlackBerry—but there isn't, because we have it!" Mallick laughs.
When Major League Baseball (MLB) ended support for legacy native BlackBerry devices two years ago, there was "a giant uproar," he said. But when the MLB announced that they have "the best app ever" on BlackBerry 10, there's no talk of it.