The first new guideline is to Use the Principle of Least Permissions – Limiting Collection. BlackBerry says that developers should request only that information that is "reasonable". In other words, developers should only collect the information that makes their app run better. The manufacturer makes it clear that information not required or needed to improve an app should NOT be collected. BlackBerry also tells developers to Consider the Impact of Third-Party Code. If your app has third party code, developers should know exactly how it works and how it handles customers' information.
If you do use information provided to you by customers, it is of the utmost importance that you Secure Your Customers’ Data. Encrypt data at all levels, suggests BlackBerry. This was something that Snapchat failed to do and it resulted in a massive leak of customers' personal information. Lastly, BlackBerry suggests that you give your customers the feeling that they have some control by offering a settings menu. If you're collecting information not necessary to run the app, make it clear that this is optional. In other words, Empower Your Customers to Control Their Information.
If BlackBerry can't beat iOS and Android with the number of apps available to customers, it can try to attract customers worried about the security of their personal information. Let's see if Apple, Google or Microsoft respond.
source: BlackBerry via BerryReview