Through the Gift Card, consumers receive 20 apps that are bundled with the phone. Users can access the Gift Card by scanning a QR code or through RIM's application store, App World. This takes the users to a discovery appication, hosted on app world, where the user can see all the content available in the offer. RIM uses these cards to reward blackberry users for their loyalty as well as to purchase new phones.

The company made this announcement on 14 May 2012.