There is something very weird going on with the BlackBerry 10.2.1 OS launch. The biggest feature that BlackBerry added was the easy ability to install the latest Android Jelly Bean 4.2.2 apps without going through BlackBerry World. The problem is that none of BlackBerry’s press releases or pitches mentioned this update. This has lead to quite a few articles focusing on other smaller improvements like the addition of FM Radio capabilities in the Q10, Q5, and Z30. (Engadget & CBC.ca stick out).
BlackBerry is obviously trying to find the right way to message the fact that they have essentially unleashed much of the Android application ecosystem on BlackBerry 10.2.1. This will lead to some really confusing messaging like: “You can now get Netflix, Instagram, Candy Crush, and more on BlackBerry 10 but you have to find it yourself…”
I really hope BlackBerry has a plan for this because so far they are squandering this feature. I am hearing rumors that they are working on a partnership for a curated app store or some integration with BlackBerry World but that is unsubstantiated so far.
How would you suggest BlackBerry market the new Android runtime on BlackBerry 10.2.1?