BBM Amplifies Its App To Accommodate The Ecosystem And Enhance Millennial Lifestyle


Adam Pattison – VP Creative Media Works


“BBM Is Not Dead!” said Adam Pattison the Vice President of “Creative Media Works”, during the BBM Digital and Mobile Innovation in Lagos, Nigeria.

The innovation, which was part of a ten days exercise across Africa, showcases the features of BBM and its willingness to partner with brand and other apps in relation to the needs of the millennial

The event was attended by Feyi Olubodun, CEO Insight Publicis, Charles Ifedi, Divisional CEO at Interswitch, John Butler, Africa Regional Director for BBM, Sarah Nolte, Senior Business Manager for BBM and Timothy Lambrechts, Founder Mobi Hunter

Pattison stated that messaging apps are now more than social media apps and the world is constantly messaging and shearing photos and videos

“We are bringing other elements and content to the messaging app and unlocking the values of the ecosystem in the social media app”

“Nigeria is an economic and social power house, and BBM is geared around millennial as 67% of the global citizens carry out their activities on mobile.”
Said Pattison

The BBM App is currently in partnership with Interswitch, Uber, Get Ticket, and host of other eco-friendly Apps.
The Ecological syndication is said to enable users achieve their daily activity on the app while still messaging, sharing ideas and media footages (photos and videos)

The VP, while speaking with Smart Joseph of Smart9ja admitted that the decline in BBM subscribers was because it was 100% tied to Blackberry devices and lack of swift flip to android when consumers migrated to androids and IOS device.

“When Blackberry devices declined, we obviously lost user bases, but BBM has not declined”

“What we did was, in 2013, we untended just BBM from blackberry and put it on to androids and IOS, now our global user base is majority Android and iOS, and skewed towards Android”

“When we moved to multi-platform in 2013 we added many millions of users in the first month alone and have continued to add millions to the base on multi-platform devices.” Said Pattison

Pattison stressed that the Lunch of BBM on app stores beat the record of an overnight download of any other app in the world

“The actual lunch of BBM globally was the record lunch for any app in an app store for any period of time”

Pattison added that there is a lot of infrastructures and improvement going on at the background, though he did not share insight on the road map forward

He also expressed that all the integrations and partnership with other app brands are part of the drive and innovations that is moving consumers to embrace the app even more.

“We are always looking at joint ventures with brands to surface their content within BBM. We believe music would work great here in Nigeria and we launched a service in South Africa. We are very open to a partnership here too.”

Speaking at the event, the CEO Insight Publicis, Feyi Olubodun stated that Africa is a story telling continent, He estimated that the continent will in the foreseeable future accommodate half the human race

“In the year 2050, Nigeria will have a population of about 1.3 billion people, where 65% will be between the ages of 10 to 24”

He stressed that social media and communication apps have the potentials to grow a small scale business into a medium scale business without having an office

“A business that is well organised is a service to the society”

Olubodun also said that there are three types of culture; The Slow Culture, The Fast Culture and The Tech Culture.

“We are in the Tech culture, but the Slow culture will remain for a long time”

He elaborated his points by saying that the slow culture are the norms and morals one learnt while growing up and the fast culture is mostly the fashion and language (slangs) one pick along.

Creative Media Works, who now owns and runs the licence for BBM, are also responsible for developing the product, marketing, and managing all revenues and sales

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