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BlackBerry Messenger (BBM) is making the transition from a messaging service to a social platform. The BBM Social Platform was first announced at the BlackBerry Developer Conference 2010, and went into public beta phase on March 16.
The application on BlackBerry phones for subscribers is staking its claim to be the largest mobile social media platform globally, with around 35 million active users.
Over 2,000 new users are signing up on BBM every hour, claims the company, Research in Motion (RIM), which amounts to 1.5 million new users every month. RIM has over 55 million BlackBerry subscribers globally, and has sold 130 million BlackBerry smart phones.
While social media such as Facebook and Twitter are popular destinations via mobile, BBM has encouraged the entry of younger customers and the prepaid segment into BlackBerry services in India.
‘More personal'
Speaking to Business Line , Mr Satchit Gayakwad, the Indian spokesperson for RIM, said, “On Facebook or Twitter, the popularity is measured by the number of friends or followers you have. With BBM, the impact is a lot more personal, with a one-on-one and group communication possible. What also works is the single interface point where multiple applications (like FB, Twitter) are integrated to enhance user experience.”
RIM entered India in 2004, and made its mark with its enterprise solutions. Two years ago, the brand charted distribution expansion for GSM-based devices through Redington. From a nine-city presence, the reach is now across 75 cities.
For its CDMA handsets, it has tied up with Bright Point for distribution. Besides these, service provider outlets also serve as touch points for BlackBerry handsets.
The brand's campaign, ‘BlackBerry Boys', targeting the youth reflects the profile of new BlackBerry users. Over 50 per cent of the BlackBerry subscriber base globally is non-enterprise, according to RIM.
The spokesperson explained that both enterprise and consumer segments contribute equally in India too. While innovation and customisation drive the enterprise business, user groups and social connects on BBM are being seen as drivers among the young consumer audience.
Free SMS
SMS is a big driver for the youth segment and BlackBerry Messenger is free with the service. So text messages, national or international, are free for BlackBerry subscribers. That is the first hook, with additional services luring consumers as they evolve. E-Mail is hygiene.
“Groups of young people are collaborating on projects together on BBM. Prepaid is a huge segment in India, and what is further driving BlackBerry adoption is plans from service providers where people can buy BlackBerry access for Rs 15 a day. We see students picking up recharges for their weekends regularly, and we see them upgrading to larger monthly recharges subsequently,” added Mr Gaikawad.
New attractions
To tap into the young ‘BlackBerry Boys' generation, RIM had launched models such as Curve 8520 less than two years ago.
The add-ons include colourful skins and packaging, while services were being added on at the back end for the ‘always connected' generation.
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