With Google Play support, you might actually want to use a Kobo Vox

Enterprise companies tackle mobile marketing automation slightly differently—and that's why they're on top. Register today for this free VB Insight webinar with AEG's VP of Social and Marketing on May 28th.

Kobo’s Vox isn’t the most popular eReader in the pack, but it may have just one-upped the cool kids.

Kobo is finally opening up the device to the full Google Play Store, a move that the company hopes will broaden the Android-based tablet’s appeal in comparison to the Nook Color and Kindle Fire. The move comes as Kobo continues to position the Vox as more of a multimedia tablet rather than simply an eReader.

Previously, Kobo had limited the Vox to a select 15,000 apps, but with the expansion, the tablet will have access to Google Play’s entire 500,000 app catalog.

App curation to increase the quality of available apps is a strategy the Nook Color and Kindle still emply. Limiting app selection works when you’re a front-runner, but for a third-place device like the Vox, having access to only 15,000 apps rather than 500,000 becomes a liability, not a feature.

While Kobo’s decision is certainly a talking point for the company, it’s pretty unlikely that this move will make much of a difference in the end — at least not on its own. But with the Kindle and Nook dominating, every advantage helps.