It is no secret that BlackBerry is struggling. After a failed bid to compete with the competition or switch over to making Android devices (before the arrival of the PRIV), they decided to leverage their security software. They first did this for business enterprises and then moved on to unleash BlackBerry Messenger (BBM) to other platforms including Android, Windows,and iOS. BBM was once the best messaging system the mobile world had going for it, but with the decline of the number of BlackBerry users, there was a decrease in BBM users as other Android-based apps took over, including Facebook's Messenger, and WhatsApp, etc.
To gain more audience for BBM, BlackBerry is starting to expand its capabilities. Just in April, they opened up BBM Video for US/Canadian Android users – putting it in the same category as Hangouts, Messenger, WhatsApp and more that already have such a video capability included. With BlackBerry's latest licensing agreement with Jakarta-based Emtek, they hope to make BBM its own profitable enterprise. This alliance is designed to transform BBM's cross-platform offerings – after all, that is where the most sales of mobile devices occur. Emtek digital business LML Online has plans to open up a Toronto office so that products and services can be released in a timely manner. They are looking to add new content-rich features and services via BBM.
Always looking for ways to earn money, BlackBerry believes that licensing BlackBerry software is a way to increase revenue and improve margins. Their alliance with Emtek will offer cost efficiencies and drive BBM business as Emtek invest in people, infrastructure, and technology. CEO John Chen says that Emtek's impressive background in entertainment makes them the perfect partner. Chen wants their "passionate" BBM users to expand, connect, and share new content-rich media services, "such as e-commerce, video, music, and games." Alvin Sariaatmadja, CEO of Emtek, sees this as a win-win situation for both BBM users and Emtek. BBM users will have access to Emtek's most sought after entertainment and services while growing their customer base. Emtek believes it will be worth the investment as the world's most secure cross-platform messenger service continues to grow.