For many years, if someone was called or self-titled themselves a “BlackBerry fan” it meant they were a user of the smartphone. The use (or overuse) eventually led to the dictionary-included phrase “Crackberry addict.”
“BlackBerry fan” like “iPhone fan” or “Android fan” all meant similar things – you were a fan of the smartphone.
QNX and BBM have created product offerings under the BlackBerry umbrella, but without a sole focus entirely on the target audience we once knew as a “BlackBerry fan.” The BBM team additionally targets users on an iPhone, Android, and Windows smartphone.
Their latest BES12 offering as a MDM solution has expanded BlackBerry into the capability of managing devices other than BlackBerry smartphones. BlackBerry has clearly become a multifaceted company.
All of these new markets bring multiple types of users/fans. BlackBerry is now in a curious case scenario, where someone can be a “BlackBerry fan” because of BBM, Internet of Things, BES12, and QNX, but not necessarily for their smartphones.
Does this make them any less of a “fan” than someone who uses a BlackBerry smartphone? Not at all. If BlackBerry made computers, like Apple, and some users only liked the BlackBerry computers but not the smartphones that would still make them a fan of BlackBerry.
Hopefully, the Team BlackBerry community can realize this evolution and appreciate it. The ability to be a fan of BlackBerry is no longer a oneway street. The expansive matrix of the BlackBerry brand is now only limited to the company itself.