Earlier this week, BlackBerry announced that they would be launching their popular BlackBerry Messenger app on other platforms outside of BlackBerry 10. The new platforms include Apple’s iOS and Google’s Android, marking a significant shift in BlackBerry’s strategy to expand its user base and stay relevant in the competitive messaging app market.
It looks like while BlackBerry Messenger is headed to Apple’s iOS platform, it will be available on the iPhone initially and not the iPad when the app is launched. We presume this would be the same for Android, with the app landing on Android phones first before making its way to Android tablets. This phased rollout strategy might be aimed at capturing the larger smartphone user base before optimizing the app for tablets.
The news comes from BlackBerry software portfolio chief, Vivek Bhardwaj, who told Trusted Reviews that support for tablets is low on the company’s agenda for the BlackBerry Messenger cross-platform launch. This decision might be influenced by the current usage patterns of messaging apps, which are predominantly used on smartphones due to their portability and constant connectivity.
Focus on Smartphones
“At this point, it is iOS and Android, and that’s iOS phones running iOS 6 and higher,” Bhardwaj said of the app. “Smartphone is our real focus and again it comes back to what BBM is. If you look at BBM and the engagement and the activity, it’s because it is mobile, because people are on the go.” This statement underscores BlackBerry’s strategy to prioritize the mobile experience, which aligns with the core functionality of BBM as a tool for instant communication.
By focusing on smartphones, BlackBerry aims to leverage the high engagement levels that mobile users exhibit. Smartphones are often the primary device for communication, social media, and other interactive applications, making them the ideal platform for BBM’s features like instant messaging, voice notes, and group chats. This focus could help BlackBerry tap into a larger, more active user base, potentially revitalizing the brand in the process.
Future Prospects and Challenges
While the initial launch excludes tablets, it doesn’t rule out future support. As Bhardwaj mentioned, the company might consider tablet support once they have successfully captured the smartphone market. This phased approach allows BlackBerry to allocate resources efficiently and ensure a smooth user experience on the most popular devices first.
However, BlackBerry faces significant challenges in this endeavor. The messaging app market is highly competitive, with established players like WhatsApp, Facebook Messenger, and WeChat dominating the space. To stand out, BBM will need to offer unique features or superior performance. BlackBerry’s reputation for security could be a selling point, especially for users concerned about privacy.
Moreover, the success of this cross-platform launch will depend on how well BlackBerry can integrate BBM with the native features of iOS and Android. Seamless performance, intuitive design, and robust functionality will be crucial for user adoption. Any technical glitches or usability issues could deter potential users and hinder the app’s growth.
In conclusion, BlackBerry’s decision to launch BBM on iOS and Android smartphones first is a strategic move aimed at capturing the largest segment of the mobile market. While the exclusion of tablets at launch might disappoint some users, it allows the company to focus on delivering a high-quality experience on the most widely used devices. The success of this initiative will depend on BlackBerry’s ability to differentiate BBM in a crowded market and deliver a seamless, engaging user experience.
Source Slashgear
Latest Geeky Gadgets Deals
Disclosure: Some of our articles include affiliate links. If you buy something through one of these links, Geeky Gadgets may earn an affiliate commission. Learn about our Disclosure Policy.
