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Social Commerce On BBM


How well is commerce going on with the BBM? Well, BlackBerry has let some information out of the bag earlier yesterday on their blog. Partnering with various retailers, many big names, including Apple has too, jumped aboard.

Here’s what BlackBerry said:

Song of the Week is a new iTunes channel available in Canada, Indonesia, the UK, and the US where you can discover, listen to, and buy music. And two retailers, Amazon and Qoo10, have launched “deals” channels that each offer steep discounts on selected merchandise.

Social commerce is simply giving people the ability to purchase products through social media, along with the ability to share information and reviews about products they’ve bought. It’s adding a sales channel to what has already become a powerful word-of-mouth media channel.

So what has retailer’s been doing it?

Every Tuesday, we post a new song in our Song of the Week channels. The channels are available to people on BlackBerry, Android, iOS, and Windows Phone operating systems in Canada (C0043D0A0), Indonesia (C004B244B), the UK (C0042E650), and the US (C003BE124). Everyone can click through to see the song, album, and artist at the iTunes store. Those on iOS will also be able to purchase through the iTunes store on their device.

Through Amazon’s country-specific Deals channels for Canada (C00210535), the US (C0028F4B5), and UK (C0016F386), consumers can click all the way through to complete a purchase.

In Asia here, Qoo10 has also jumped on board and have experienced some real good exponential growth:

Qoo10 is one of the fastest-growing online marketplaces in the world, poised to challenge Amazon and eBay to be #1 in Asia. The company is taking a similar approach with its channels for Indonesia (C001CFCB0) and Malaysia (C00280617). Each one offers special deals on deeply discounted products every few hours instead of just once a day.

Recently, Qoo10 worked closely with our BBM advertising team to promote its channel to Indonesian BBM users through ad placements that included sponsored posts, sponsored invites, and featured tiles. After a 10-week campaign, Qoo10 saw a 26X increase in its subscriber base.

So what are they planning to do?

Expect to see more of this activity in BBM Channels in the coming months. We’re approaching social commerce in the same way we’ve set up the BBM Shop, which works through users’ accounts on BlackBerry World, iTunes, Google Play, or Windows Phone Store. We’re not looking to set up a separate account, but rather to let you use the ones you already have and trust.

Via InsideBlackBerry

1 comment on this postSubmit your comment!
  1. There are many opportunities for BBM moving forward into the future: BBM meetings is one of them, but the new privacy features such as Message Retraction and Timed Messages are really great additions. Channels is a great entry into Social Commerce for BBM!

    However, PIN codes is not the best way to remember BBM Channels. They need something easier to remember than a PIN, or they can use PINs internally but provide translation services in the BlackBerry global network – like DNS translates names to IP addresses.

    BlackBerry is doing an awesome job in creating value for BBM in these areas, but we need to make it easier. Keep up the great work!

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