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

Phone plans and vouchers