In what looks like a desperate attempt to claim their existence, BlackBerry has released an Open Letter in which they try to reinforce to the public the reasons why they should still count on BlackBerry.
Interestingly, the document pivots around two basic ideas: the strength of BlackBerry in the Corporate environment, and BlackBerry Messenger. Interestingly because sticking to those two arguments as their main reason to exist is what probably brought the company to where they are today. Having been a BlackBerry user since 2007, and having used almost a dozen different models, I really wish they find a strong proposition to resurrect. But I do not believe their strong security nor BBM are going to change the game.
There was a time where corporate policies where set by IT departments. It is secure so this is our mobility solution. And that was it. But things changed. Executives have changed their approach and it’s no longer about what works for the IT department, it’s the other way around. I want to use my iPhone for work. Make it secure. Executives love their iPhones and Android smartphones, and not BlackBerries. The product needs to be attractive. Attractive enough so that we will ask for it, rather than accept it as the only alternative.
There was also the time where BBM was a sufficient reason to get hooked into the BlackBerry platform, but WhatsApp wiped that. Yes, BBM is now trying to become cross platform, but, isn’t it a bit too late for that?.
I still see core strengths in a company once revolutionised and almost monopolised mobility, but don’t think the good old arguments suffice anymore. It is no longer about how secure the platform is nor how easy it is for the IT department to manage large estates. You really need to come up with something truly revolutionary and game changing that will make us want to ditch our iPhone. I honestly hope and trust you can make it.