BlackBerry to Stay Rooted in Smartphones, or Explore MDM?
BlackBerry to Stay Rooted in Smartphones, or Explore MDM? by UCStrategies Staff
Solution providers are beginning to question if BlackBerry should stay rooted in the smartphone business, or become more present in mobile device management.
It is believed that BlackBerry’s multi-platform BYOD solutions will ensure that the company remains viable should its smartphones continue to lose share. Last month, at the BlackBerry live event, the company stated that the BlackBerry 10 and BlackBerry Enterprise Services offering would be introduced to new software features and updates; this will mean that the solutions to Android and iOS devices will be broadened.
The BlackBerry Enterprise Service (BES) 10 was introduced by the company as a free download for existing customers. This includes tighter controls for managing mobile devices (such as Android and iOS) in the commercial market. An example of this is that BlackBerry Enterprise Service 10.1 provides regulated management of mobile devices and offers IT administrators the option of putting policies and controls in place that prevent personal use of BlackBerry 10 smartphones through the blocking of personal apps and content. An additional update is expected for this in the summer, and will expand so that BES capability to iOS and Android devices are available too.
Furthermore, it is expected that BlackBerry will deploy its Secure Work Space solution for Android and iOS devices this month. The new mobility management platform is akin to BlackBerry 10’s Balance, and allows users to setup both personal and work profiles on their BlackBerry devices. Additionally, Secure Work Space enables businesses to deliver extra features and mobile applications via the platform, without modifying or changing an app’s source code.
Finally, the BlackBerry Messenger (BBM) will also feature changes such as an upgrade for BBM 3.0 and the change to make use of the enterprise messaging service on iOS and Android devices. BBM for iOS 6 and Android 4.0 will be enabled by BlackBerry in the summer of this year, subject to confirmation from Apple App Store and Google Play.
The CEO of Florence, South Carolina-based HillSouth (a BlackBerry partner), Robby Hill, stated that the broadening of BBM 3.0 to third-party platforms is important. He said: “I'm more excited by the announcement to finally extend BlackBerry Messenger to other mobile platforms [than the BlackBerry Enterprise Service 10.1 update]. I think that allowing iOS and Android users to participate in BBM will help to eventually grow the BlackBerry platform.”
According to Hill, BlackBerry may also be advantaged from the growth around enterprise instant messaging and the BYOD trend. Hill added: “Secondly, we see so many more companies using enterprise IM like Microsoft Lync and IBM Lotus SameTime, and it's encouraging that BlackBerry has included free support for these major enterprise IM clients and will also keep the enterprise and personal sessions separate on the devices.”
The directory of technology at iCorps Technologies in Boston, Jeff Lauria, stated that it will be possible for BlackBerry to strengthen its BYOD trend for success in its software business.
Lauria said: “I think BYOD has hurt BlackBerry's devices because they're not cool anymore, and businesses now are letting individuals decided what kind of phones they want to use. But where there's a big gap between BlackBerry and the competition is in mobile device management (MDM). They're losing on the device side, but I think they have a future in MDM now that their software works on all devices, not just BlackBerry.” (CY) Link