The battle in the instant messaging space has intensified with BlackBerry deciding to open up its BBM platform for rival devices using Google’s Android and Apple’s iPhone.
This will pit BlackBerry against players such as WhatsApp, WeChat and Nimbuzz globally.
The move is being seen as a last attempt by BlackBerry to stay relevant as users move to other platforms.
Bringing back users
“By opening up BBM to other platforms, we are doing two things. One, we want to expand the engagement levels of existing 60 million BBM users with other phone brands and second, we are hoping to bring back some of those users who were once on BlackBerry but shifted to other platforms because BBM was restricted only to BlackBerry phones,” said Sunil Lalvani, Managing Director, BlackBerry India.
Android users will be able to download the application on Saturday, while iPhone users can get it on Sunday. Some of the Indian phone brands, including Micromax, have already announced plans to pre-load their devices with BBM application.
“With more than a billion Android, iOS, and BlackBerry smartphones in the market, and no dominant mobile messaging platform, this is absolutely the right time to bring BBM to Android and iPhone customers,” said Lalvani.
Initial focus
However, the company does not have a monetising strategy yet. Lalvani said the initial focus would be on getting a critical mass before the company starts monetising the platform.
thomas.thomas@thehindu.co.in