Hand in hand with BlackBerry's big announcement that it will make BlackBerry Messenger (BBM) available for iPhone and Android users, the company has revealed BBM will also soon feature a Facebook-like social media platform - BBM Channels.
BBM Channels - a new social engagement platform within BBM that will allow users to connect and engage with businesses, brands and celebrities - was launched in beta yesterday. The move is part of BlackBerry's bid to leverage its 60-million strong BBM user base by extending its boundaries and, ultimately, monetising the service.
Andrew Bocking, executive vice president of software product management and ecosystem at BlackBerry, says BBM's extensive global user base - consisting of "highly engaged" individuals - will give content creators an opportunity to enhance their brands.
According to BlackBerry CEO Thorsten Heins, the average time within which BBM messages are read is 20 seconds. There are 52 million daily active users, and 60 million monthly active users currently on BBM and over 10 million messages are sent in any given day, adds Heins.
Inspired by the popularity - and inherent limitations - of BBM groups, says Bocking, BBM Channels are expected to set a new standard in real-time engagement. While a "mini Facebook" would be an apt metaphor for the service, Bocking says it will be uniquely BlackBerry.
"BBM Channels removes the limits on the number of participants you can have in a group, and expands on human to human communication by bringing business to human communication. Anyone who wants a platform to broadcast their thoughts, views and commentary can be subscribed to a group of BBM followers."
Bocking says he does not expect the move to lead to attrition of BlackBerry users, as BBM on BlackBerry will always provide them with a "premium experience" as the service is now integrated with BlackBerry 10 features like Hub, Peak and Flow.
He says the company will first set out to grow the BBM Channels audience, until such time as the base is big enough to monetise. "Today we are just getting people to use BBM Channels prolifically. [When that is achieved] monetisation opportunities will be significant."
As of yesterday, BBM users can connect and share the Mercedes AMG Petronas Formula One Team via BBM Channels. "BlackBerry is working with leading global brands around the world to help them build and promote new BBM Channel offerings."
BBM with BBM Channels is now available in beta for BlackBerry 10 smartphones, as well as BlackBerry smartphones running BlackBerry 5 OS through 7.1.
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