How BlackBerry Plans to Profit on BBM

BlackBerry details precisely how it plans to bring sponsored content to its BBM messaging service. Will it work in the long term?

Mar 9, 2014 at 12:00PM

BlackBerry's (NASDAQ:BBRY) BBM messaging service remains a big part of the bull case for the company's turnaround. BBM's monetization strategy has been in transition for quite some time now. Historically, BBM was always bundled with the BIS data plan, which was a revenue source for BlackBerry. However, this was never popular with carriers who wanted their own revenue for providing data, which is a big reason why BlackBerry's new operating system BB10 uses generic data plans. Add in the fact that BBM now has cross-platform support to allow iOS and Android users to use the messaging service, and suddenly it becomes very difficult to monetize.

In this segment from Friday's Tech Teardown, host Erin Kennedy and Motley Fool tech and telecom bureau chief Evan Niu discuss BlackBerry and its turnaround strategy, and how monetization of BBM could possibly play out. The company has said it is firmly against inserting sponsored content directly into chats, which would hurt the user experience. Evan goes through other ways the company is exploring using advertizing to monetize BBM, and how likely those strategies are to succeed.

So which company is destined to really win the smartphone war?
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Erin Kennedy has no position in any stocks mentioned. Evan Niu, CFA has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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