BlackBerry has announced it will open this summer BlackBerry Messenger to other platforms, ie BBM will be available on iOS and Android. Is it a good decision to open one of the company's differentiated services to competition? What do you intend BlackBerry with this?
The truth is that the day today has been pretty full of news and releases from the new Lumia 925 or the BlackBerry Q5. These days being held in Orlando the BlackBerry Jam, the annual conference BlackBerry (RIM before) celebrated around your products and services, an event whose initial keynote has given much of himself and where he has made an announcement quite striking: BlackBerry Messenger hit iOS and Android this summer. While it was something that had always been rumored, many have been shocked by this turn of BlackBerry and even point to the end of the company. Personally I do not think you have to exaggerate much and see it basically as something quite natural but it is still a gamble but, even so, is it a good idea to offer BlackBerry BBM on iOS and Android?
Before the summer ends, and if Apple and Google give green light to the application, BlackBerry Messenger land on iOS (for devices with iOS 6 or higher) and Android (from Ice Cream Sandwich) leading rivals BlackBerry platforms one differential values of the company's mobile messaging service BlackBerry, a pioneer in the field.
BBM Android and iOS hit for free, that is, for now there are no plans to monetize the service on these platforms but, yes, the entry will be gradual and slowly the company expects to add the groups, or IP calls channels, ie, providing the full experience of BBM on iOS and Android. To some extent, this decision was something that has always been in the air and we've been hearing rumors since Balsilliee-Lazaridis duo captained the company at the time it was still called RIM.
In the hardest time of the crisis of the company before the launch of BlackBerry 10 and the output of "CEOs duo" always spoke BlackBerry cleavage into two companies, one focused on services and another focused on the hardware. In fact, the services sector in its goal seemed to open up to other platforms and, if you look a little on the evolution of RIM's products, BES 10 and BBM are two of the first services platform as RIM BES 10 allows configuration management of heterogeneous terminals parks, namely Android and iOS in addition to BlackBerry.
Anyway, it is quite logical to ask some questions about this announcement and if, indeed, BlackBerry will come out of it stronger and will regain lost ground in recent times. It is not unreasonable to consider that if BBM is on iOS or Android, what need is there to buy a BlackBerry terminal? The question is interesting precisely because it has always been one of the reasons for the expansion plans have been completed BBM being held back by the executives of the company, but while this approach poses a risk also brings some advantages since it introduces BlackBerry as more than a manufacturer of terminals and which also offers value-added embodied in tools business management (BES 10) and a messaging system (BBM) is very complete and where security is one of its greatest assets.
When it comes to instant messaging WhatsApp tend to think or Line as the best positioned in the market in terms of number of users, but for comparison it is important to consider certain nuances and in this case, the nuances count for much. In addition to safety, we must not lose sight of the advantageous position that has BlackBerry in Latin America where PIN (which is the popular name of BBM) is widespread among users and have made the region as a bastion for BlackBerry. The 55 million active users of BBM is a powerful instrument to drive BlackBerry 10, which RIM wants to exploit open BBM to iOS and Android and counteract the advance of Android in emerging markets.
How to fight Android Android promoting a new service? It may seem strange but BBM and your users can be a powerful tool for recruitment to BlackBerry 10 and, especially, the Q5. If experience with BBM is good, BlackBerry 10 is a competitive platform over my friends and family are in BBM is it worth purchasing a low-end Android handset where the user experience leaves much to be desired? Personally, I'd rather bet on the BlackBerry Q5, logical reasoning may be what BlackBerry has in his head.
WhatsApp and Line are well placed in the market very hard to beat but still have their shortcomings and BBM but not overall majority, it is in many countries and this is a tactical advantage that no company is willing to let go without at least some resistance to oppose.
BlackBerry Is wrong with this move? Do not think it's something lightly, much less signing your own death sentence, it is a plan that was always present in the company to enhance its role as provider of quality services, no doubt, it is a gamble that if successful will strengthen the company's position in the markets in which it has an advantage and, in the case to go wrong, you can put BlackBerry back into the position of having to choose between hardware or services (something I have spent some companies such as IBM).