Blackberry expands it's services to support Android and iOS for a future-proof strategy
24 January 2013

Blackberry expands it's services to support Android and iOS for a future-proof strategy

RIM hopes BlackBerry10 devices will attract a large set of the business market with features such as its BlackBerry Balance technology, which allows one phone to operate as both a business and personal device entirely separate from one another.

Blackberry has launched software to get businesses ready for its upcoming BlackBerry 10 handsets, while continuing its new emphasis on enabling workplaces to support Android and Apple devices.

Blackberry made updated software for securely managing many smartphones and tablets. The software can be downloaded onto BlackBerry, iOS and Android devices and has a 60-day free trial.

BlackBerry Enterprise Service 10 allows a company's IT staff to remotely manage security settings for all employees' smartphones and tablets — BlackBerry or not — and provide secure access to corporate data through the devices. Billed as a "real multi-platform" solution, it is expected to enable employees to choose the brand of device they want to use and bring their own devices to work— which is a growing trend.

Blackberry began allowing companies running its secure enterprise service to manage iOS and Android devices last April, under the name BlackBerry Mobile Fusion. This week's upgrade to the software, which reverts to its earlier BlackBerry Enterprise brand name, gives companies the technical capability to manage the new BlackBerry 10 smartphones being released on 30 January 2013.

Once the 60-day trial period is over, Blackberry will charge a one-time fee of $99 per device to use its service. However, it is allowing existing BlackBerry users who upgrade to the new BlackBerry 10 handsets to trade in the licences of their old devices at no charge.

Blackberry hopes BlackBerry10 devices will attract a large set of the business market with features such as its BlackBerry Balance technology, which allows one phone to operate as both a business and personal device entirely separate from one another. It is a nice idea with a lot of potential and a real competitive differentiator.

Blackberry is working to open its enterprise service to protect their services from the possibility that its new BB10 devices are not a sales success. With a system that invites both Apple and Android devices, Blackberry can potentialy continue operating as a company, no matter what the outcome is for the new product launch.

Categories

Corporate Issues