At least a couple of times now I have mentioned on the SMRpodcast that Research in Motion should partner with Amazon to bring their ecosystem to the BlackBerry PlayBook and RIM’s next-generation BlackaBerry 10 operating system.
Here is a short list of 5 reasons why…
1. RIM has no ecosystem and needs one desperately
The biggest issue the BlackBerry PlayBook has, less the embarrassing absence of an email client, is the lack of applications, books, and media that people actually want and use.
There is no Netflix, Hulu, or any other streaming video application of consequence. There is no Kindle or Nook reader app (Kobo just doesn’t count). There is no real music purchasing service that people have heard of and the application selection on the PlayBook is abysmal which is why RIM will support Android Apps in BlackBerry PlayBook OS 2.0.
Amazon’s ecosystem addresses all if this immediately…
2. Amazon doesn’t see the BlackBerry PlayBook as competition to the Kindle Fire
Most analysts agree that Amazon’s margin on the sale of the Kindle Fire is nil at best and more probably is sold at a loss of $3 to$10 per unit.
Amazon CEO, Jeff Bezos, last September said that even though Amazon’s goal was to make a profit on the Kindle Fire, as a retail company, Amazon was willing to live with a smaller margin than most electronics companies would.
Amazon’s goal with the Kindle Fire is to sell as much music, video, and books as possible. Amazon would like to see every Kindle Fire owner turn into paying Amazon Prime memberand user their tablet as a virtual showroom for all the goods and services Amazon has to sell.
Amazon’s goal as a company is to do these same things regardless of if you have a Kindle Fire or not and wouldn’t mind at all if BlackBerry users turned to Amazon for all their media needs on the BlackBerry PlayBook and upcoming BlackBerry 10 devices.
3. The BlackBerry PlayBook could be a proving ground for higher end Kindle Fire tablets
The Kindle Fire is a very low end piece or hardware. The hardware in the PlayBook is actually quite good and can act as a model for Amazon on how its ecosystem will play on hire end Kindle Fire tablets.
4. Android App submissions to BlackBerry App World haven’t taken off as expected
There is no shortage of Android App developers creating good quality Android Apps. There is, however, a shortage of Android App developers resigning their Apps and submitting them to BlackBerry App World. The Amazon App Store will get quality Android Apps in front of BlackBerry users more more quickly.
5. Could facilitate a deal putting BlackBerry services on Amazon hardware
What if, as part of your Amazon Prime account, you got access to BlackBerry Email, BlackBerry Messenger, and access to other BlackBerry services?
Android isn’t going anywhere but up and will be the biggest player in mobile beyond the foreseeable future. Amazon will continue to be a player in the Android space, but, will eventually have to offer more than the cheapest hardware that is good enough.
RIM is open to licensing options and Amazon already has a subscription service that people sign up for outside of their mobile carriers. BIS services on Amazon hardware could be a big deal for both Amazon and RIM…
I can think of a few other reasons why bringing the Amazon ecosystem to the BlackBerry PlayBook and BlackBerry 10 would be a good thing for RIM, however, I will leave those for the comments.
Let us know what you think, is this a deal RIM should pursue?