There
has been no shortage of questions and concerns about BlackBerry's ongoing viability in recent months, but this week
brought some good news for the once-dominant mobile phone maker at last.
Specifically, just 24 hours after releasing its BlackBerry Messenger chat app
for Android and iOS devices, downloads had already topped 10 million.
Following the delayed launch,
which finally took place on Monday, BBM rose very quickly in the Apple App
Store's free-app rankings and took the No. 1 slot in more than 75 countries
including the United States, Canada and the UK, noted Andrew Bocking, Blackberry's
executive vice president for BBM. BBM has also earned more than 60,000
five-star reviews on Google Play, Bocking pointed out.
For a company that's now in the
midst of looking for a potential buyer or strategic partner, the news is a
testament to its continuing value.
"This one is worth
something," Ramon Llamas, research manager for mobile phones at IDC, told the E-Commerce Times.
"Ten million is very strong for downloads in the first 24 hours. Reaching
that in 24 hours pushes to the top of a lot of lists."
The Next 24 Hours
While the launch is impressive, it also shows how much ground
BlackBerry has lost in recent years.
"Those who downloaded the BBM are probably BlackBerry
alumni," Llamas suggested. "These downloads were likely from someone
who had a BlackBerry before."
Of course, it is still "impressive that 10 million former
customers that have moved onto other devices have downloaded the IM
software," said Chris Hazelton, research director for mobile and wireless
at 451 Research. "They saw the value in the BBM and maybe have
friends, colleagues and co-workers that are still using BBM."
The question now, however, is, "once you reconverted the
previous faithful, what will it take to convert the rest?" Llamas said.
"What happens from here is important to watch over the next 24 hours and
then the next 72 hours. Will we see a slow trail off or a quick drop-off?
"BBM hasn't yet crossed over that 100 million threshold
worldwide," he noted. "So there is a lot to be done to evangelize the
masses and convert those who haven't used it before."
Popularity and
Engagement
Either way, however, it seems
safe to say that the BlackBerry brand isn't tarnished beyond repair.
"To me there are a couple
of important facts behind the numbers," Chris Silva, principal analyst at High Rock Strategy, told the
E-Commerce Times. "First, if anything, this popularity helps BlackBerry
show engagement with the brand and -- potentially -- an engaged, registered
user population as an asset to a buyer."
Engagement, however, is
"tricky," Silva pointed out -- "not all of those 10 million
users will actually get to use the service for some time due to the waiting
process for activating users."
BlackBerry instituted a
so-called line-up system to manage downloads of the software requiring that
users wait to access the chat program.
"When users download the
application, they have to wait for an invite so as not to put stress on BB
servers," explained Hazelton.
For users, that "can be
annoying," he told the E-Commerce Times.
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