World's No 1 smartphone maker, Samsung has now joined hands with BlackBerry to bring the later's BlackBerry Messenger (BBM) service for its Galaxy range of devices. Notably, BlackBerry is expected to launch the BBM service on Android and iOS platforms this year itself . However, by this move, Samsung is perhaps hoping to give some early mover advantage to its Galaxy range of devices. It’s a hint at what BlackBerry wants to do with BBM, now that it’s opening access to its proprietary messaging platform.
BBM has long been a staple in terms of one-to-one communication on mobile devices, and recently BlackBerry debuted BBM Groups, which allow for one-to-many broadcasts using the same messaging tools BBM users are used to. Especially in some key developing markets, including Indonesia and Africa, BBM has underpinned not only communication, but local commerce and business as well as a pretty much universal means of communication that’s more reliable, more affordable and potentially more trustworthy than SMS.The tag-team promotional efforts are telling: they show that not only is BlackBerry releasing its messenger for users on iOS and Android, it’s going to be actively involved in promoting that availability, even where it seems to run counter to its own interests. Samsung benefits here by being able to offer users new to its platform a familiar and trusted means of communication, giving them even more reason to continue to migrate away from dedicated BlackBerry devices; what BlackBerry gains isn’t so immediately apparent.
BlackBerry is looking at a dwindling user base, both for its devices and across its services, so what it gains from the deal is access to a growth market. Giving up the BBM platform advantage may cause some to scratch their heads, but it’s not much of an advantage anymore, which is clear from the dwindling BlackBerry market share. At this point, it matters little if the company adds fuel to the fire by expanding availability to iOS and Android devices.
In terms of potential upside, BlackBerry could lock in more users for a platform that could become very valuable in terms of data, advertising and other initiatives like BBM Money. If, in partnering with competitors to reach more users, it makes it easier for a few platform-jumpers, that’s a small price to pay at this stage in the game.
The app will be available from the Google Play store and will be a part of the Samsung messaging hub as well.
Announcing the partnership, Samsung Electronics' Africa vice president and chief operating officer, George Ferreira said: "At Samsung we are all about collaboration, innovation and driving consumer experience based on choice, value and customization to suit every lifestyle. As such, bringing a top tier messaging service such as BBM is another way that we are expanding the catalogue of our messaging services and offering customers an amazing way to stay instantly connected with colleagues, friends and family."
The BBM application for Samsung Galaxy devices will first be made available in Africa and gradually in other parts of the world but Samsung has not cited any particular reason for the same. Samsung has also not said much about the BBM service that is to be made available for Galaxy devices.
At launch, the app will be available for download from the Samsung and Google Play Stores, at no cost.
However, as reported earlier, the BBM Android version is expected to bring chatting facility with multi-person chats and voice note sharing or voice messaging. Along with that the applications will also include BlackBerry Groups, where BBM users would be able to set up groups of up to 30 people and share calendar, photos, files and more with rest of the participants in one go. So all in all the BBM application aims at competing with Whatsapp and other similar apps.
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