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RIM extends BlackBerry 10 app incentive deadlines following ‘remarkable’ number of submissions

In the final mile before it officially unveils its new BlackBerry 10 smartphones, RIM's quest for mobile apps and content appears to be going well.  So well, in fact, that it says it is pushing …

The Next Web Jon Russell

Context & Ripple Effects

RIM's pre-launch app push has been building for months: the company reported 15,000 BlackBerry 10 app submissions in under two days earlier in January, and by late October claimed more than 50 carriers were testing the new OS. The deadline extension is RIM's own read on that pipeline — submissions ran 'remarkable' enough that it wants more of them in the door before launch day.

The move sits on top of a longer arc: App World had already crossed three billion downloads by mid-2012 ([[a:1196634]]), and RIM said in August that BlackBerry 10 would be ready for licensing. The pickup across BGR, Engadget, ZDNet and other outlets on this story shows how much weight observers are putting on launch-day catalog depth as the make-or-break variable for the platform.

First-order effects

  • Developers still finishing BlackBerry 10 ports get extra time to qualify for RIM's incentive payments, converting more submissions into launch-ready apps in BlackBerry World.
  • RIM's own launch math improves: every additional qualified submission narrows the catalog gap its new phones face against iOS and Android storefronts on day one.

Second-order effects

  • Carriers preparing BlackBerry 10 launches get a stronger content story to sell, reinforcing the carrier enthusiasm RIM has been publicizing since August 2012.
  • Rival platform holders face pressure to keep their own developer-incentive and revenue-share terms competitive, since RIM is effectively bidding for porting attention with cash.

Third-order effects

  • If incentives plus deadline flexibility become the standard playbook, third-place mobile platforms will increasingly buy launch-day catalog depth rather than grow it organically — making developer subsidy budgets a core line item in platform wars.

The trend: Mobile platform launches are shifting toward paid developer-incentive programs as the primary lever for assembling competitive app catalogs at launch.

Related: BlackBerry 10 sees 15,000 app submissions in less than two days · RIM: More than 50 carriers testing BlackBerry 10 now · RIM's BlackBerry App World Tops Three Billion Downloads · RIM · BlackBerry

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