Should BlackBerry Rebrand As A Software Company?

October and November are crazy months for me, with UXCamp Ottawa planning, conferences and, you know, life in general. So pardon the shorter-than-usual post but I slammed! By the way, do you have your ticket yet for UXCamp? We're almost sold out, so you should really get on that right now!

Ok, so this week BlackBerry launched their BBM messenger for Android and iOS. And it's had something like 10 million downloads. Which makes me wonder: should BlackBerry rebrand as a software and services company?

Should they stop producing less-than-stellar hardware and focus on their niche of secure corporate email and messaging? I am picturing licensing agreements, service agreements, apps...

What do you think? Could it help them recover? Tell me in the comments!