BlackBerry will primarily target smartphones with the momentous expansion of its BBM messaging service for iOS and Android devices.
The company announced at its BlackBerry Live conference in Orlando, Florida on Wednesday that the celebrated instant messaging app would be leaving the sanctuary of its own ecosystem for the first time.
The reasoning? BlackBerry believes smartphones are more suited to BBM due to the on-the-go nature of the app, whereas user behaviour changes when switching to slates and desktop computers.
Engagement and activity
Vivek Bhardwaj, head of the BlackBerry Software Portfolio said: "Smartphone is our real focus and again it comes back to what BBM is. If you look BBM and the engagement and the activity, it's because it is mobile, because people are on the go."
"When you start looking at tablets, computers and other screens, the usage model changes and behaviour changes. For us right now the absolute focus is getting BBM onto smartphones."