BBM on iPhone

A lot of people want BBM because they have friends that still are on BLACKBERRY. Those people that still have blackberries will jump to iOs or Android once BBM for these platforms comes out. But once they all switch, BBM is not needed any more.

Credit: engadget

The reason why BlackBerry has done poorly with its mobile division is due to bad or insufficient marketing.

They would have been better of changing their brand name entirely, so that people wouldn't continue to associate them with the "old" and therefore perceived to be "outdated" and no longer "cutting edge" keyboard phones.

The execution of introducing their new phones was untimely (after-holiday season), delayed (took a long time to hit the market after being announced), and unprepared (BB10's preliminary glitches, over complicated gestures and lack of apps; the latter of which they could have stocked up on during their hey days).