BlackBerry Ltd (BBRY) shares more on BBM Monetization future
According to a statement released on Tuesday by BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB)’s Senior VP of Emerging Solutions, Matthew Talbot, the company’s BBM messaging app is rapidly gaining in popularity among its users. In fact, there are now more than 1.1 million different Channels, or discussion groups, on the app. The company is taking the logical next step and is monetizing BBM. As there are now 91 million people who subscribe to BBM, advertisers will have a very large audience to whom they can market their products. This audience won’t be limited to just users of BlackBerry devices either, as BBM is now offered on all of the popular mobile platforms; Android, iOS, Windows Phone and of course BlackBerry.
BlackBerry aims to make ads more native, not interfere
The company has now signed agreements with advertisers that will show various types of promotional materials and ads on a user’s BBM feed. BlackBerry is aware that messaging app users don’t like it when advertisements are too intrusive and interfere with their enjoyment of the service. This is why the ads will blend in with updates, so that they can be noticed by users, while being as unobtrusive as possible.
This new development has been in the works for quite some time at BlackBerry, as the company has been looking for ways that it can monetize BBM for a while now. One of the original ideas was to find corporations that would be willing to sponsor some of the discussion groups on the app. This has now been put in place. Another positive point for BlackBerry is that even though the advertising is done on an app which is designed to help users connect to each other and share information, privacy is taken seriously. For this reason, advertisers will not have access to any identifiable information about the users.
Industry analysts have speculated as to the long term plan for BBM, many believed the plan was merely to increase the popularity of BBM, so that the company could eventually sell it off to another company. It is clear that BlackBerry has much more bold plans and the company has slowly shed light on its plan for BBM and finding ways to offer value added services for Corporations and connect advertisers with users.
“We envision a future where BBM is the platform people use to engage with the mobile ecosystem: chatting with friends, working with colleagues, pursuing hobbies and interests, and taking care of the business of life, including commerce transactions. Precisely targeted advertising, with useful offers from brands we like, can replace the kind of mass advertising that speaks to only a small percentage of the people who see it. Advertisers won’t have to pay for reaching the wrong people, and consumers won’t get bombarded with irrelevant offers. It’s a win-win.”-Matthew Talbot, Senior VP of Emerging Solutions, BlackBerry
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