BlackBerry Messenger reveals its plan to fight back in Indonesia

Photo credit: Tech in Asia Indonesia.

BlackBerry Messenger has just revealed its big plan to fight back in Indonesia, the country where it’s still enjoying popularity but is struggling to combat fast-growing messaging apps like WhatsApp.

BBM is revamping itself by inserting multiple integrations: ecommerce, entertainment, and consumer service, while still keeping its identity as a chat app. It’s adapting an app-within-an-app model.

According to a report from Tech in Asia Indonesia, BBM counts as one of the most popular chat apps in the country. Other contenders include Whatsapp, Line, and Telegram. BBM now has more than 63 million active users each month; 16.7 billion messages are sent every day. A majority of its users are in the 18-24 age group.

BlackBerry’s move to create BBM versions for other iPhone and Android has proven a sound strategy. Only 5 million Indonesian users are accessing BBM from their BlackBerry devices; 54.5 million people access BBM on Android, 3 million on iOS.

Startup helpers

BBM is now run by Indonesian media conglomerate Emtek after a deal was struck in June. According to BlackBerry CEO John Chen, Emtek’s extensive background in showbiz, content management, and technology can help escalate BBM’s potential.

Apart from owning national television channels SCTV and Indosiar, Emtek also owns NexMedia, a subscription-based cable television company. The group has also invested in numerous startups such as Netflix-esque iFlix and online store Bukalapak.

See more: BlackBerry Messenger’s future in Indonesia looks a bit like WeChat

Shopping and Streaming

BBM’s slideshow of integrations. Photo credit: Tech in Asia Indonesia.

If you’re wondering how BBM will be able to pull off everything on this chart, the answer is, with a lot of support from Emtek.

BBM will serve as the main social platform for people to purchase items from Bukalapak, view listings on Rumah, Karir, and Oto, reserve plane tickets from Reservasi, stream movies and shows from iFlix, get on-demand services from Seekmi and BrideStory, as well as access KlikDokter, Kudo, and Lakupon; all startups in Emtek’s portfolio.

The plan is now in progress. BBM has gained a news section containing material from some top Indonesian sites, plus a video feature with content from Vidio, one of Emtek’s own ventures.

See more: Vidio aims to be a more social version of Youtube for Indonesians

The app-within-an-app model presents itself clearly with BBM being an all access pass to a complete set of ecommerce and entertainment apps. However, it still maintains its chat app as the main method of communication, whether in form of peer-to-peer chats or customer service.

Phone plans and vouchers

L to R: Screenshots of the BBM mobile payment/top-up layout, payment information, and payment details. Picture credit: Tech in Asia Indonesia.

Not only will BBM become an ecommerce and entertainment one-stop shop, the chat app will also spread its wings to the world of customer service. Apart from integrating features from Emtek’s artillery of startups, BBM will facilitate top-ups for mobile phone plans, payments for electricity, debt payments, and health insurance payments to Indonesia’s Social Security Management Agency (BPJS).

BBM is teaming up with Sepulsa for these services, though users can only pay with credit cards or bank transfers at the moment. Bank transfers are only available during office hours. Mobile payments are still not solved.

BBM is in competition over mobile top-ups against Go-Jek. The ride-hailing app has a similar service known as Go-Pulsa that ties to Go-Pay, its digital wallet refillable through internet banking, ATMs, or Go-Jek drivers.

BBM is also collaborating with Gift-N, a South Korean company, to make a voucher purchase feature for restaurants, entertainment venues, and supermarkets.

BBM is seeking a renaissance – and a pre-emptive strike against the fast-growing Facebook Messenger.

This post BlackBerry Messenger reveals its plan to fight back in Indonesia appeared first on Tech in Asia.

from Tech in Asia https://www.techinasia.com/emtek-blackberry-messenger
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