If this was 2010, RIM launching BBM on Android and iOS would have been viewed as a nod to open communication and a platform-agnostic product strategy. If this was 2010, it would have been marked as a win for RIM and a sign that company is here to fight. If this was 2010, RIM might still have a chance.
But at the close of 2013, BBM launching on Android and iOS is a swan song for Research In Motion-turned BlackBerry. And the 5 million downloads are just a hint of what could have been.
BlackBerry finally launched BBM on Android and iOS today, leaning on a reservation system likely to prevent the issues that plagued the first launch. And just eight hours after launching, BlackBerry took to Twitter to proclaim 5 million users had already downloaded the app. As of writing, BBM is the top free download in the App Store. The demand is there, but the future is not.
BBM was once the king of messaging platforms. Hit Me Up On BBM. It was iMessage and ChatOn before either one existed. And even five years ago it seemed to work better than its modern day counterparts. It was RIM’s secret sauce and had the company been willing to share a few years back, things could have been different for the Canadian smartphone maker.
RIM’s decline was clear a few years ago, yet the company proceeded as business as usual. BBM could have been a type of Trojan horse, showing Android and iPhone users the strength of RIM’s platform. But the company took too long to launch the messaging app on competing platforms. BlackBerry is now seeking a corporate buyer. Canadian wireless companies are not carrying the latest BlackBerry. And it won’t be long until BBM will be just a footnote in the company’s storied and sad history.