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BLOG: Will BlackBerry 10 be the new BYOD superstar?

Ian Song | Jan. 30, 2013
BB10 is RIM's best chance to finally transform the BlackBerry brand from a business tool to a do-it-all smartphone.

Ian Song, IDC
Photo: Ian Song

The BlackBerry 10 (BB10) arrives at a crucial time when many organisations across Asia struggle with the rise of consumerisation of IT.

IDC forecasts that the number of Bring Your Own Device (BYOD) smartphones in Asia Pacific will reach 91 million in 2013, accounting for 46% of all consumer segment smartphones shipped in the region. For many CIOs in Asia, addressing BYOD is one of the top priorities in 2013.

However, most companies failed to realise that BYOD is only a piece of the enterprise mobility puzzle. Simply securing the device and providing access do not necessarily improve productivity or employee satisfaction.

Enterprise mobility is much more complicated than just devices and access, the ecosystem is comprised of many moving parts that no single vendor can address (see Figure 1).

Figure 1
Figure 1. Source: IDC

Although many organisations have already started to dabble in enterprise mobility, they usually fail to see the bigger picture by focusing on security and/or device management. Companies that pilot Mobile Device Management (MDM) only solutions quickly realise their limitations and the project never move pass the initial stage.

Changing mobile landscape
In the past, Research In Motion (RIM) has been slow to react to the changing mobility landscape, where consumer smartphones from the likes of Apple and Samsung have encroached on its core target of enterprise users.

At the same time, RIM has failed to recognise and address the shifting trend of enterprise mobility that went from IT to consumer centric. Although RIM eventually clued in that it must connect with consumers in the new status quo, the OS and devices it produced failed in many countries due to high price, lack of features, low numbers of applications compared to the alternatives and undifferentiated design.

All of these have contributed to RIM's fall from grace. In Asia Pacific, shipment of BlackBerry devices contracted at a rate of 37 percent year-on-year between 2011 and 2012.

As RIM prepares to launch its latest operating system, BlackBerry 10, it's trying to prove to the world and to itself that the company "gets it", and that it recognises it can no longer survive in the silo of the corporate vacuum.

A real opportunity
RIM has a real opportunity to recapture some of its lost enterprise market share with BB10. The new BlackBerry Enterprise Service 10 (BES10) is RIM's new holistic Mobile Enterprise Management (MEM) solution.

BES10 can manage BB10, legacy BB OS and other popular mobile platforms as well. With RIM's extensive enterprise mobility management experience, BES10 is likely a much comprehensive MEM solution than the competition.


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