BlackBerry Messenger (BBM), one of BlackBerry's key differentiating factors and a popular service in emerging markets in particular, is set to change drastically.
South Africa, being a BlackBerry-loyal market, has reacted with mixed emotions.
This week at BlackBerry Live, CEO Thorsten Heins announced the company's iconic messenger service - up until now only available on BlackBerry devices - would be opened up to iOS and Android users. At the same time, Heins announced BBM's new direction - towards social media eminence - with BBM Channels.
While the news sparked mixed reaction on social media platforms, analysts and industry observers say the move by the Canadian company, which is trying to stay afloat in the vast sea of smartphone competition, is bold and progressive.
World Wide Worx MD Arthur Goldstuck says it is a natural development, given the commitment made by Heins to build BBM into a platform, rather than merely an instant messaging tool.
"The immediate challenge is to give existing BlackBerry users a reason to stay with the brand. That is the real power of the move to extend the reach of BBM to Android and iOS."
Goldstuck says World Wide Worx research has shown the majority of BlackBerry users also have WhatsApp on their phones, for the very reason that they needed to go with a cross-platform app in order to replicate the BBM experience when communicating with contacts that were not BlackBerry users. "So where that move is in effect filling a pothole in BBM's roadmap - plugging a gap in order to meet a need - BBM Channels represents a new value proposition built on top of BBM."
He says while BBM Channels is not something anyone especially wanted, it begins to build out the BBM offering into a more fully-fledged social network. "Features like personal pages and online photo storage can't be too far behind."
Bold BlackBerry
Swift Consulting CEO and tech blogger Liron Segev says BlackBerry has made a bold move. "The old thinking of BBM is that the only thing holding BlackBerry together is BBM. This is no longer true. They are showing confidence in their platform. BlackBerry keeps mentioning mobile computing - this is an indicator to me that they have a very different view on the future of mobile."
He makes reference to a recent statement by Heins insinuating the tablet would not be around in five years' time. "So there is a specific path of computing [that entails] more than mobile phones. BBM expanding to other platforms is a move to grow their community."
Segev notes BlackBerry's BBM move is causing ripples around the world. "People are taking notice. People that have moved on from BlackBerry always say they miss BBM. Now they can have it and rekindle some of that BlackBerry magic."
No surprises
IDC analyst Spiwe Chireka says it is "no surprise" that BlackBerry has gone this route, considering the company alluded to something of this nature at the time of the BlackBerry 10 launch.
She says it means BlackBerry is moving towards being a platform provider, "which could be a source of massive revenue, given the current penetration of Android and iOS".
While this may spell the end of the competitive-edge of BlackBerry devices, says Chireka, it should not impact BlackBerry revenues significantly.
Walled gardens
Mike Sharman, owner of digital communications agency Retroviral, says people have varying opinions of what he refers to as "walled gardens", but notes that BBM was initially attractive to many in SA and other parts of Africa.
"[This attraction was by and large] the reason millions signed up for a BlackBerry handset."
Sharman says BlackBerry is desperately seeking an aggressive play. "The instant messenger market has become a competitive battleground with the likes of WeChat, WhatsApp and others making massive inroads."
He believes the move will shoot BlackBerry in the foot in the long run. "It will act as an enabler for consumers to pursue other handsets, without losing touch with their BBM contacts. Something that had served as a barrier to exit is no longer a concern as an Android or iOS handset has the ability to engage with a BlackBerry user.
"We are all familiar with the inconsistencies and outages that make the BlackBerry platform vulnerable. Add a few more million users to that equation, and we are likely to see said platform fall over more often."
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