Mobile apps will continue to be an important part of BlackBerry’s strategy despite its shift to a more enterprise-focused approach, according to Markus Mueller, the company’s regional managing director for Europe.

“Apps will still play an important role in our story,” the executive told Mobile World Live.

“We acknowledge that typically devices are used both for personal and business use, so you need to be able to provide consumer apps on a device if you want to play in that game,” Mueller explained.

As part of this BlackBerry is improving support for Android apps with each iteration of the BlackBerry 10 OS: “We will never be able to attract the millions of developers who have currently built apps for Android, but what we can do is enable them to run on our platform.”

BlackBerry will also continue to pursue partnerships with the makers of standard enterprise apps: “We want to make sure that they run on BlackBerry 10 as smoothly as possible,” Mueller said.

Turning to BBM, Mueller reiterated plans to launch an enterprise suite of products and services for the messaging platform, called eBBM. Security and privacy will be major focus areas, reflecting feedback from enterprise users — while additional collaboration services will be added over time.

This development of BBM also means the platform will become more important in terms of generating revenue for the company, Mueller added.