Blackberry has announced that they will launch the Blackberry Messenger App on iOS and Android. This will allow functionality for texts, photo messages and group sharing functions sometime during Summer 2013.
Later this year, it is expected that BBM will include screen sharing, voice and video calls without charge. This would put the service in direct competition with offerings like Skype and Whatsapp.
Blackberry CEO Thorsten Heins says that 60 million Blackberry owners already used BBM at least once a month. He also downplayed the idea that this would negatively affect Blackberry’s sales.
“It’s a statement of confidence,” said Heins. “The Blackberry 10 platform is so strong and the response has been so good that we are confident the time is right for Blackberry Messenger to become an independent multiplatform messaging solution.”
“BBM has been a significant traffic driver for Blackberry – particularly the consumer audience,” noted Chris Green, principal technology analyst at Davies Murphy Group Europe. “Expanding it to be multiplatform not only widens the consumer appeal but also may help woo back corporate customers it lost due to earlier technical problems. However, other players like Whatsapp will only drop their fees if they see BBM making major inroads into other platforms.”
Ben Wood from consultancy CCS Insight noted that Blackberry might have felt forced into the move because of the growing popularity of cross-platform alternatives that also includes Facebook Messenger. “It will increase feature competition among mobile messaging platforms,” he said. “It dramatically increases BBM’s long-term relevance – but it is unclear how Blackberry will ensure the move benefits its own hardware sales.”
Blackberry also announced the Q5 for emerging markets like Europe, Asia, Africa and Latin America. The device should be cheaper than the Z10 and Q10.
“We understand the importance of having devices to suit all markets and needs,” said Heins. “It’s a sleek, slim high-performance device.”
“The Q5 could be a very significant device for the company because there is a significant opportunity for high-quality low-cost smartphones,” said Adam Leach, devices analyst at telecoms consultancy Ovum. “If Blackberry can replicate the success of the Blackberry Curve in emerging markets then it will certainly help establish the Blackberry 10 platform.
“However, Blackberry has significant competition in this area with low-cost Android devices and with Nokia’s Asha 501 which sells for just under $100. It will be crucial to see if Blackberry can match or undercut that,” Leach added.
Source: BBC.co.uk
