Bundle BBM with Android to Sell more Blackberry Handsets

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In a follow-up to my previous article , I propose a strategy for RIM to use Blackberry Messenger (BBM) to increase Blackberry handsets in th...

In a follow-up to my previous article, I propose a strategy for RIM to use Blackberry Messenger (BBM) to increase Blackberry handsets in the long run, by partnering with mobile providers and bundling it with Android and Windows Phone 7 handsets.

By Karn G. Bulsuk

Read follow up articles: Editorial: Blackberry Messenger (BBM) on iPhone and Android isn't the Cure for RIM's WoesBundle BBM with Android to Sell More Handsets, iMessage is the BlackBerry Killer
Assuming that RIM will bring Blackberry Messenger (BBM) to iPhone, Android and other mobile platforms, questions have risen on how they would profit from this venture, and whether it would cannablise sales of Blackberries or actually encourage people to buy their flagship handsets.

Despite the rumours of impending release of BBM for Android and iPhone being quashed, I believe that it is possible for RIM to actually win by taking this route. Although I still maintain my stance on my last article (link: BBM on iPhone and Android isn't the Cure for RIM's Woes) and think that improving their handset to match the user experience of iPhone and Android is the key to selling more handsets, RIM can still profit from growing the BBM user base in the long run.

Bundle it with new handsets

Taking a page out of Microsoft's playbook, RIM could partner with mobile phone providers and have them pre-install BBM onto existing Android and Windows Phone 7 handsets. In 2011, Android holds 40% of global market share along with 6% for Windows Phone 7/Windows Mobile, providing RIM with a potential 46% for BBM market penetration.

These figures are expected to rise to 46% for Android and 21% by 2015, which means that with this route, BBM could potentially capture 67% of the entire mobile chatting market.

I've deliberately not included BBM for iPhone in this analysis as Apple does not like pre-installed apps on their machines, and so such an agreement is unlikely to work.

Unlike what many tech-inclined individuals want to believe, people don't always want choice when it comes to technology. They just want something which works for them, which works with their friends, using the least effort possible.

The strategy here is to take advantage of that and provide people with a "default" chatting program which people will most likely use. In the long-term, RIM can grow their BBM user base and use it as the trojan horse to pull people into buying Blackberry handsets - all because their friends are on BBM.

To RIM: am I on the money?

Read Original Article: Editorial: Blackberry Messenger (BBM) on iPhone and Android isn't the Cure for RIM's Woes

References
Market Share Statistics: IDC: Android global market share at 40% in 2011

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Karn G. Bulsuk: Full Speed Ahead: Bundle BBM with Android to Sell more Blackberry Handsets
Bundle BBM with Android to Sell more Blackberry Handsets
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Karn G. Bulsuk: Full Speed Ahead
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