Boston, MA 07/07/2014 (wallstreetpr) – BlackBerry Ltd (NASDAQ:BBRY) continues to attract great attention in its turnaround efforts. However, industry experts think that some traders have been focusing wrongly on the company and it, therefore, run the risk of leaving money on the table.
In its turnaround, the company can be seen focusing less on device sales but more on its BBM mobile apps and QNX operating system offered for the automobile industry. As such, judging the company based on its device performance is thought of as the wrong way to look at it.
Discussing BlackBerry Ltd (NASDAQ:BBRY) recently, Damian Wojcichowsky of Jacob Securities observed that the company should be judged based on the performance of its BBM mobile app and QNX operating systems.
He noted that the company is doing well with BBM because of a variety of reasons. For example, the company has opened the messaging app for download and use on the popular mobile OS such as Android, iOS and Windows Phone. That development is expected to increase the user base of the app.
As of last reporting in June, the company said it had more than 160 million registered BBM users, out of which 85 million are active users. The company has announced serious plans to monetize the messaging app through value-addition.
Free messaging traction
According to Wojcichowsky, BlackBerry Ltd (NASDAQ:BBRY) is attracting an increasing number of users to BBM especially among Jamaica because they use it to talk to families in Toronto free of charge. As a matter of fact, the company is driving device sales in emerging markets where BBM enables free cross-border communication.
BlackBerry CEO John Chen said the company targets to generate $100 million in F2016 through enriched BBM offered mainly to enterprise clients.
As concerns QNX, Ford Motor Company (NYSE:F) recently announced it was abandoning Microsoft Corporation (NASDAQ:MSFT) to use BlackBerry’s QNX operating system in their automobile. According to Wojcichowsky, that puts BlackBerry Ltd (NASDAQ:BBRY) through QNX into about 70 percent of vehicles sold out there.
