BlackBerry is not in its best moments, at this point, it’s something you probably have read or heard on more than one occasion. The company’s strategy has not worked, its sales have fallen, the company will apply a drastic austerity plan and has appointed a new CEO to address the transformation process. In such a context, launch BlackBerry Messenger for iOS and Android had become a “litmus test”, a way of exploring the possibilities of BlackBerry in the services segment. However, with the good path that led, launch BBM for iPad has been a resounding disaster , really, could have been avoided.
Yesterday, BlackBerry decided to upgrade your BlackBerry Messenger application for iOS and give it support Wi-Fi to use it from an iPad or an iPod Touch, a wink interesting iPad that is, for many users, the main gateway to the Internet. The problem? Instead of developing a specific application for iPad, BlackBerry took the worst shortcuts: stretch the iPhone app .
class=”alignleft”> BBM for iPad is a stretched version of the iPhone application. Not optimized.
develop for iOS has some advantage is that, precisely, the size of the screen is somewhat limited. One detail that, although it may seem simple, simplifies the work of developers (especially when compared to the universe of screen configurations on Android). Therefore, with a controlled environment such as iOS, not worth launching a specific application for iPad? .
The importance of user experience
Things have changed a lot in recent years, we must recognize that we have become more demanding and we attach great importance to the user experience of a device or an application. An iPad is a tablet which provides a very good user experience , therefore, the user expects that applications are at the same level.
But a company like BlackBerry, with resources far beyond those that can have a startup , decides not to invest and take the easy way to stretch the application in the style of 2010 and the archaic “x2 button” applications that not tailored for the iPad.
Stretch class=”alignright”> an iPhone app is not the best way to provide a good user experience for the iPad.
BlackBerry thought “ marketing mode ” , so thought of business development and decided to extend the success of BBM on iOS and Android to more devices. The idea was not bad because with the news that question the safety of WhatsApp, the absence of major messaging clients on iPad and the appreciation of BBM, the scene was very favorable to the launch.
Yes, the scenario was favorable but not the only thing that matters and, to make something work, all gear parts should be in full sync. BlackBerry yesterday before it was a great opportunity could have made a difference and have taken advantage of the momentum that was having BBM but completely threw him, at least as far as iOS is concerned. So why have lying? The answer is simple: by mediocre .
better not launch a product to offer somewhat mediocre
know it may sound harsh but honestly, I think is best not to launch a product to get something lackluster . A few months ago we talked about the Samsung Galaxy Gear as premature product, something I think he should not jump on the mere fact of being “the first”, a scenario that, to some extent, has reminded me what happened to BlackBerry Released this fiasco.
times businesses are facing complex crossroads. BlackBerry is in a difficult time and need to refloat the ship, BBM is working fine and it is normal to want to seize on is having the service. However, if a product not ready, sometimes it is better to delay the deadline that cause outright rejection of users (because when solvents problems, may decide not to trust you again).
BlackBerry class=”alignright”> was prudent to delay the launch of BBM to enhance platform security
BlackBerry Messenger arrived in the month of October to iOS and Android after much anticipation and of course, after a delay of the launch. Recall that just before the release leaked apk to Android and a barrage of users accessed the service with a not yet definitive version of the application. The result? BlackBerry decided to delay the release to solve the problems and ensure the integrity of the service and the platform.
In my opinion, this decision was a great example of know-how, a gamble that prioritized the safety and proper functioning of the service. BBM is a service that ensures the security of the information exchanged and decided to prioritize the resolution of the “gap” before opening the service. Eventually the problems were solved and, after its launch, more than 10 million users downloaded the application. At that moment, a thought that could reach BlackBerry’s future might not be so pessimistic and had an opportunity to cross-platform services.
class=”alignleft”> yesterday’s launch is an indication that BlackBerry does not really know your target audience.
At that time, the BlackBerry kept a cool head and was cautious. A wise decision that we all cherish positively and made us forget the wait. Why not act like the iPad version? Would not it have been better to delay it a little?
be fair, one would think that BlackBerry still has the iOS world is new and, to some extent, are novice in this segment. However, for a company of this size is not an admissible error , especially when they are playing both demonstrate their creditworthiness as a service company.
BlackBerry has failed to understand the target he addressed with the iOS client, something like what has happened in the terminal segment and approach in the consumer sector. It is very complicated to try to cover everything, it is virtually impossible BBM was doing very well but this eagerness to grow rapidly (and without understanding the target audience) will come back around.
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