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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.

Although it does not touch every facet of enterprise mobility ecosystem, BES10 will address most of them, from communications to app store to security and encryption to device, app and email management.

Additionally, for existing RIM customers looking to manage a multi-platform ecosystem, they would not have to uproot the entire infrastructure by implementing a whole new MDM/MEM solution, thus reducing the overall costs and complexities.

Despite the recent fallout with enterprise users, BlackBerry is still the brand to beat in the enterprise space. According to a recent IDC survey on BYOD in the Asia/Pacific region, BlackBerry ranked as the top device of choice if employees were given a choice to pick one personal device to be used at work.

Yet, when IDC asked what device are the respondents currently use, BlackBerry is ranked below that of Apple and Samsung.

Clearly, BlackBerry still has much brand equity amongst users when it comes to business use, but the brand perception of BlackBerry is that it is only good for business. BB10 is RIM's best chance to finally transform the BlackBerry brand from a business tool to a do-it-all smartphone.

Ian Song is a Research Manager with IDC's Asia/Pacific Client Devices team. Based in Singapore, Ian is responsible for the development of the region's Client Virtualisation program, and is also involved in building IDC's Enterprise Mobility research. His coverage includes the next generation workspace as well as emerging technologies and trends such as the consumerisation of IT. Contact Ian at isong@idc.com.

 

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