BBM is viewed as a good messenger application as it establishes a safer communication among users, using pins that users have to share prior to communicating. In terms of product, BBM is one of the stronger messenger applications.

However, it is also realized that sales of Blackberry gadgets are not looking good toward the present. In order for Blackberry to still make revenue, its strength; the BBM application, is utilized, making it accessible for other smartphone users brand. Looking at the sales of their gadgets, Blackberry is not able to maintain the exclusivity of BBM for their gadgets. Economies of scale might also be hard to achieve at this point as a lot of people prefer other smartphones. The fact that a lot of substitutes have arise such as WhatsApp, Kakao Talk, Line, etc. enable people to communicate with other smartphones brand as easy. Hence, although consumers like the features of BBM, they would most likely unwilling to switch to a Blackberry just for the BBM app, if they have substitute messenger applications that enables them to communicate with other smartphone brands.

Thus, in order for Blackberry to address its declining sales, selling its BBM may be the best option, as they can make more money by selling the software rather than keeping it exclusive with the hardware.

Article source: http://www.businessweek.com/articles/2013-05-23/blackberry-messenger-heads-to-android-and-ios