A mobile phone revolution has been sweeping the world since some time. We aren't talking about the iPhone - its popularity explains itself. We're talking about the Blackberry and its evolution (or should I say devolution?) from a corporate-handheld to a hip, social device.
Once the darling of business executives who needed to stay connected 24x7, the Blackberry is now seen in the hand of your ordinary 13-year old. What gives? The phones themselves aren't great on hardware or software, Blackberry does not have an app store to write home about (40000 compared to Apple's 500000 as of June 2011), and the features, performance and user experience are a shame compared to that on the iPhone or Android. What then, has had 11people young and old scrambling to get themselves these QWERTY quirkies?
The BBM.
The Blackberry Messenger is a pre-installed instant messaging application that lets Blackerry users chat with each other in real-time. It lets users 'add' each other (much like social networking contacts) through an 8-digit alphanumeric 'BB Pin' that's unique for every Blackberry handset ... a sort of a unique identifier for that handset in the Blackberry universe. Users can chat with each other on a conversation-like interface, create groups, maintain status updates, upload profile pictures, and so on. Features also include group-sharing of images, file transfers between contacts, and alerts. But isn't this standard - the norm with any other mobile chat application from Google Talk and Windows Live Messenger to What's App and Nimbuzz?
It is. But where Research In Motion (RIM) succeeeded was in creating a closed ecosystem for its BB Messenger. BBM comes pre-installed on all Blackberry handsets, which means new users have a messenger they can begin using straightaway, without bothering to find and download one. RIM fiercely, and cleverly, limited the BBM to Blackberry phones. It meant that BBM became the preferred way for Blackberry users to stay in touch, while users on other platforms did not have a standard messenger app to connect with each other, or with Blackberry users for that matter. So while Blackberry users were congregating, conversing and collaborating over their phones, other users remained fragmented. The BBM universe expanded quickly - the messenger evolved into a social connection tool, in that social groups of individuals began interacting exclusively on BBM (because besides going with you everywhere, it was free and convenient). This led to social complications. For example, consider a group of 10 friends, wherein 6 out of 10 used Blackberry Messenger. As the use of BBM spread, those 6 people began to interact for everyday reasons on BBM chat. Exchange of messages, greetings, jokes, outing plans, and general sharing of gossip, news or updates moved to BBM. Over time, the other 4 individuals in the social group would, more often than not, become isolated in the virtual world. They began missing out on news, updates, gossip and so on.
Here's where the magic of human sociology and smart corporate strategy came together.
Here's where the magic of human sociology and smart corporate strategy came together.
The situation gave birth to a sort of social pressure to 'get on BBM'. For the sake of being socially connected, those 4 individuals began migrating to Blackberry one-by-one. If there were, say 2 out of those 10 people left, they would eventually be coaxed, cajoled or pressurized into getting Blackberries.
This fantastic phenomenon has led to an explosion of Blackberry sales in urban areas the world over. Literally entire 'gangs' or 'groups' of individually have migrated to the Blackberry platform for the sole sake of being able to connect virtually on BBM - for the satisfaction of knowing that they're not left out. There is no shortage of better messengers out there, but with the masterstroke of limiting BBM to its own handsets, Blackberry created sort of an exclusive circle, and the fee of entry was the purchase of a Blackberry phone.
Add to this RIM's smart advertising. With ads craftily directed at young users and students, RIM created a hype around the Blackberry - turning it into a movement, a social vehicle you simply had to get on. Taglines like 'Are you missing something?' and 'You have no excuse now!' fueled the hype and migration, with users switching over in hordes. The exodus in no small measure driven by Blackberry introducing low-priced handsets like the Curve, which brought the brand into the affordable range. It continues to be a rage, with first-time handset users having 'no choice' in a way but to get a Blackberry and BBM.
A fantastic business and marketing case, Blackberry Messenger is a veritable phenomenon. Are you a Blackberry Boy?
