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Ever since the launch of BB10, there have been high hopes from the platform to revive the company back into the league of smartphones. Over the course of time blackberry has lost much of its market share, going down to almost three percent. As blackberry was launched as an enterprise centric device and is considered to be the first official smartphone, it lost most of its market with the rise in popularity of third party applications. In the earlier days, Blackberry maintained a policy that third party applications are basically bloatware and are insignificant. But as it turned out their policy was flawed as mobile app development took a turn for good and it became the top priority driving the smartphone industry. Mobile applications are considered to be the soul of any smartphone and determine the popularity of that platform. Over the years blackberry has put a lot of emphasis on application development and urged developers to create applications for its platform. The new strategy followed by blackberry has ensured over 100,000 applications for BB10. There has been substantial efforts put in by blackberry to rope in developers from rival platforms to port their applications. One thing that needs to be kept in mind is the fact that BB10 has started from scratch and is a brand new platform. This makes it more difficult for match the behemoths like android and apple who have eaten into much important enterprise arena of blackberry. The platform which was once considered to be the apple of the eye for the enterprise users has seen substantial decrease as organizations have started a more conservative BYOD (bring your own device) approach. It is an era of HTML5 which is why blackberry has ensured that developers find it easy to support BB10 platform. The Canadian smartphone manufacturer has been encouraging developers to first port their applications over to BB10 and then use Blackberry application development techniques to optimize it properly. This has lead to a flow of ports from developers who have been migrating their android applications over to blackberry. But in order to ensure that the integrity of its app store is kept intact and it ushers in rich content, Blackberry made it clear that preference would be given to native applications from marketing point of view. This tangible marketing benefits are very necessary considering the amount of applications that any app store holds. There is no denying the fact that Blackberry still has some intriguing following as far as users in the international markets like Southeast Asia, Latin America and Africa are concerned. There is a lot dependent upon BB10 and developers to support the platform. Blackberry has been able to sustain its fall and managed to again hold the third spot in the smartphone market ahead of Windows. But the bigger question still remains whether it is able to recapture the market share it lost to android and iOS.
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