Core application Hub+ landing Andrews platform BlackBerry gradual transformation software company

In recent days, Blackberry intends to use the Blackberry Hub+, the core application of its own mobile phone system, to land on the Android platform, but it may appear as a paid app. Users will be able to try for 30 days free of charge. After that, they will need to pay 0.99 US dollars (about 6.5 yuan) in usage fees each month. In addition, there is a free version of Hub+ with ads to choose from.

The Blackberry Hub+ was originally a feature on the BlackBerry. It can manage the user's various mailboxes and social network accounts, as well as provide unified calendar management, password management, address book management, and to-do list management. In addition, device search and note-taking functions are also perfect.

At present, the Hub+ compatibility is not ideal and can only be run on the Android 6.0 Marshmallow version.

This is the latest attempt by BlackBerry to make money directly from the software. In a blog post, the company wrote: “The BlackBerry Hub+ is a software-only subscription product we launched. This is a natural choice for the company. This not only represents our rapidly growing software business, it has created more than 500 million annually. The latest developments in US dollar revenue are also a big step for us to push decades of R&D results to more consumers and allow more users to use other devices and other platforms to enjoy our services."

In fact, since Cheng Shouzong served as CEO of the BlackBerry in 2013, the company began to shift its business focus from mobile phones to software and services, and hardware was gradually abandoned. And, mobile phones have long been a major source of revenue for BlackBerry. According to financial reports, BlackBerry's software revenue in the first quarter of this year increased by 21% year-on-year, reaching US$166 million, accounting for 40% of total revenue. Cheng Shouzong said that his goal is to reach $17.6 billion in BlackBerry software business revenue by 2019, compared with only 4 billion in 2015.

In sharp contrast, the BlackBerry business has been falling. Although the first Android phone Priv was finally released, only 500,000 units were sold in April this year, and the average price was lowered by 25 US dollars. Blackberry said that the company needs to increase its sales volume to 3 million units to ensure the balance of overall revenue and expenditure.

For their own BlackBerry 10 operating system, BlackBerry has made it clear that it will not introduce a traditional full-keyboard mobile phone within this year. Affected by this, the U.S. Congress, one of the key BlackBerry customers, officially announced in early July this year that it will no longer purchase BlackBerrys.

CEO Cheng Shouzong stated on the conference call: “We are no longer making any hardware, but instead we have become a hardware design company.” This means that BlackBerry will license mobile phone patents to other companies like Nokia, but it is not Production hardware. In fact, BlackBerry already has such a product. They collaborated with Alcatel on an Android phone in July.

With the continued growth of the software business, although Blackberry said that it will not completely abandon the mobile phone business for the time being, we will probably see more BlackBerry software products later.

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