Despite newer instant messaging (IM) platforms cropping up over the past few years, the original BlackBerry messaging service is staying afloat in the growing pool, and according to Research in Motion (RIM), it remains unrivalled.
Alexandra Zagury, recently appointed MD of BlackBerry maker RIM in SA and Southern Africa, says the company's peer-to-peer messaging service - BlackBerry Messenger (BBM) - is unequalled by any other, due to RIM's “unique” infrastructure.
“We have our own relay where we pass messages securely and quickly - and that's what everybody sees as the BlackBerry experience. A consumer only sees the 'red star', but behind that, there is a lot of infrastructure and a lot of intellectual property at play.”
She adds that when the BlackBerry operating system was built, more than a decade ago, it was done so for the express purpose of messaging. Today, says Zagury, BBM is one of the world's largest social mobile networks, which “continues to be a growing success for RIM in markets around the world”.
According to RIM, the vast majority of SA's BlackBerry users engage with fellow BlackBerry users via BBM (98%). There are 56 million active BBM users worldwide, 70% of whom use it on a daily basis.
“In messaging-focused markets around the world, BBM has become a common form of communication with PIN numbers being exchanged and advertised for business.”
Out of danger
Mike Sharman, owner of digital communications agency Retroviral, says BBM remains a “huge” draw card, providing BlackBerry with what he calls “major street cred” - particularly in the youth market. “It adds the cool factor.”
“But from a reach point of view, history has shown how the open approach used by Microsoft and currently championed by Google/Android, is embraced and spread by a larger market.”
World Wide Worx MD Arthur Goldstuck says WhatsApp presents a greater threat to local messaging platform Mxit than it does to BBM. The company's latest mobility report shows BBM has grown almost six-fold over the past 18 months.
WhatsApp, by the same gauge, has gone from a negligible portion to 26% penetration in SA. Goldstuck says BBM will continue its rapid growth regardless, because of the brand momentum that is still driving sales upward in SA.
Zagury, in the meantime, says while BBM is one of RIM's strong points, it is not the only element holding the loyalty of millions of BlackBerry users worldwide. “It is one of our main value propositions in certain segments of the consumer market."
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