A recent trip to Indonesia and conversations with Indonesian youth got me thinking about the future of the Blackberry brand. One youngster described the iPhone as the aspiration, Nokia as boring and treated the Blackberry with indifference. When I asked why he still carried the BB in addition to another touch smartphone, he was quick to remind me of the Blackberry Messenger that almost all of his social life revolved around.
I loved the BBM too. I think the power of the whole Blackberry environment was the way that it handled one's email and calendar and the absolute beauty of the messenger. I was loathed to move to another device for a long time because I loved the messenger so much and I know a lot of people who felt the same way. Gradually, most of my contacts on BBM migrated and it didn't matter anymore.
So here's what I am wondering, why is Blackberry not cutting its losses and playing to these strengths? Considering the enormous technology back-end that they already have available to support the email service and the messenger, would it not make sense to launch an office utilities app suite including email, calendar and messenger facilities across iOS, Android and Windows Phone platforms. I still remember the time when Blackberry connect software was available or the Nokia communicator. Existing or recent BB users should be encouraged to use their most recent BB PIN to give them immediate access to the suite of tools and new users will simply register to gain access. Large corporates around the world who invested in their own Blackberry servers and many a harassed CTO would definitely welcome the move.
I am sure that many will say that this strategy will do huge damage to Blackberry's device sales as it opens up an avenue for even the most loyal of users to switch to a new device, but that ship has sailed. Eventually the BBM users will all migrate to Whatsapp, iMessage and MSN and this door will close as well. The email system inspired by MS Outlook on the Windows Phone is great and the calendar works brilliantly as well, but the same can't be said of Mail and Calendar on iOS or on Android. The opportunity is staring us all in the face.
The moment is now for Blackberry and I believe that this is the lifeboat that they need to get on.
I loved the BBM too. I think the power of the whole Blackberry environment was the way that it handled one's email and calendar and the absolute beauty of the messenger. I was loathed to move to another device for a long time because I loved the messenger so much and I know a lot of people who felt the same way. Gradually, most of my contacts on BBM migrated and it didn't matter anymore.
![]() |
| My favourite one was the new Bold. |
I am sure that many will say that this strategy will do huge damage to Blackberry's device sales as it opens up an avenue for even the most loyal of users to switch to a new device, but that ship has sailed. Eventually the BBM users will all migrate to Whatsapp, iMessage and MSN and this door will close as well. The email system inspired by MS Outlook on the Windows Phone is great and the calendar works brilliantly as well, but the same can't be said of Mail and Calendar on iOS or on Android. The opportunity is staring us all in the face.
The moment is now for Blackberry and I believe that this is the lifeboat that they need to get on.











