The Zantel Blackberry App Store will give customers access to a wide range of content including entertainment, games, Instant Messaging, social networking, news, weather and working tools such as word, calendar, thus giving its customers access to content including entertainment, games, Instant Messaging, social networking, news, weather and tools such as calendars. The initiative came after Etisalat partnered with Smartphone company EMS to develop a new mobile application store. The Group Chief Marketing Officer for Etisalat, Mr. Essa Al Haddad said, “Zantel was well known in the Tanzanian for providing innovative products and services. Innovation is of prime importance when we select and develop strategic partnerships.” Babar Khan, EMS Chief Executive Officer reinforced the partnership\'s potential to innovate and grow the Sub Saharan African market, and at the same time provide customers far greater choice and personal customization. Tanzania has eight mobile operators including Vodacom, Bharti Airtel, Tigo and Zantel. The mobile market broke the 50% penetration barrier at the end of 2010, but subscriber growth slowed to 20%, according to Australian research firm, Budde.com.