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Samsung is making use of the upcoming launch of BBM for Android (still simply ‘coming quickly’) to promote its Galaxy devices, Samsung App Store and Messaging Center in a brand-new launch targeting the African market. BlackBerry is in on the push, with the 2 entering into an arrangement to collectively market the service to African mobile consumers. It’s a hint at what BlackBerry wishes to finish with BBM, now that it’s opening access to its proprietary messaging platform.

BBM has actually long been a staple in regards to one-to-one interaction on mobile devices, and just recently BlackBerry debuted BBM Groups, which permit one-to-many broadcasts utilizing the same messaging tools BBM users are used to. Particularly in some key establishing markets, consisting of Indonesia and Africa, BBM has underpinned not just interaction, but local commerce and business as well as an essentially universal means of communication that’s more dependable, more budget friendly and potentially more credible than SMS.

The tag-team marketing efforts are informing: they show that not only is BlackBerry launching its messenger for users on iOS and Android, it’s going to be actively involved in promoting that accessibility, even where it appears to run counter to its own interests. Samsung perks right here by being able to provide users new to its platform a familiar and trusted means of interaction, offering them even more reason to continue to migrate away from devoted BlackBerry devices, what BlackBerry gains is not really so instantly evident.

BlackBerry is looking at a diminishing user base, both for its gadgets and throughout its services, so exactly what it gains from the deal is access to a growth market. Giving up the BBM platform benefit could cause some to scratch their heads, however it’s very little of an advantage anymore, which is clear from the decreasing BlackBerry market share. At this point, it matters little if the business adds fuel to the fire by broadening accessibility to iOS and Android gadgets.

In terms of possible upside, BlackBerry could lock in more users for a platform that might become extremely useful in regards to data, advertising and various other efforts like BBM Money. If, in partnering with rivals to reach more users, it makes it easier for a couple of platform-jumpers, that’s a small cost to pay at this stage in the game.