Analysis: Why BBM is going on Android and IOS

It might come to many as a surprise why RIM to roll out BBM on Android and iOS a few days ago. It was actually a smart business decision.

RIM has previously restricted the BBM app to only Blackberry devices as a means of making the Blackberry phones more attractive to the prospective consumers, but this is not working as RIM has lost a lot of the market share to Android, iOS and even Windows. BBM is the most valuable product that RIM have as we speak, and it'll be bad for such a good app to go extinct due the struggling Blackberry sales figures.

Competition from other messaging apps (such as Whatsapp) might also be a major reason behind this move. From humble beginning in 2009, Whatsapp was handling ten billion messages per day as of August 2012, growing from two billion in April 2012 and one billion in October 2011. This tremendous growth experienced by Whatsapp was due to the fact that it was cross-platform i.e it works on all major platforms (Android, BB OS, iOS, Symbian S40, S60, Windows). Whatsapp is also seen as a cheaper alternative to text as was observed on the last day of 2012 when they processed 18 billion messages.
Party crashers, Google and Facebook are also working on messaging app due for release anytime soon, so this is the best time for RIM to make the move.

Another reason is the launch of BBM Channel. It's a new platform from RIM to will allow users subscribe to various channels and get updates from the subscribed channel...sounds like another name for twitter if you ask me. However,  cross platform operation is key in order to achieve success and revenue from this new service.

It seems RIM have got it all figured out, what better way to take on your competitor than on a level playing field. I expect the number of active BBM users and messages to increase, which might mark a turnarounf in the fortunes of RIM, however, I am skeptical about the success of the BBM channel. Interesting days ahead

***Sent from my BBM for Android***


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BBM Quick Facts:

• More than 60 million monthly active users
• More than 51 million daily active users who are connecting with friends or colleagues an average of one and a half hours every day.
• BBM users send and receive more than 10 billion messages each day, nearly twice as many messages per user per day as compared to other mobile messaging apps
• Almost half of BBM messages are read within 20 seconds of being received; indicating how truly engaged BBM customers are