BlackBerry Must Focus on Enterprise, Say Partners

According to BlackBerry, its BlackBerry Enterprise Service 10 mobile device management software will be now be made available through Tech Data.

This deal with distributor Tech Data comes following news that the company will become private due to a $4.7 billion deal with Fairfax Financial Holdings.

In the last few years, the former leader in mobile device hardware has had decreased earnings, flopped product releases and companywide layoffs.

Partners of BlackBerry note that the company has not been able to remain "cool" in the face of competitors like Apple and Samsung, despite the fact that none of its products have lacked in quality.

Breakthrough Technology Group is a solution provider based in Morganville, New Jersey, and the chief mobility officer at that company, Michael Weiser, has noted that BlackBerry's ability to stay focused on enterprise will determine the its success.

Wieser said: "I think they are going to hunker down and try to solidify their core base in enterprise. It's all about retention at this point."

Multiple operating systems (like Apple iOS and Google Android) support BES 10, and this means that the mobile solution is channel-friendly and also suggests that BlackBerry understands its cash flow cannot rely solely on hardware.

Tenet Computer Group is a Toronto, Ontario-based solution provider, and the director of sales and strategic alliances at that company, Rick Jordan, comments: "They have always been a key player in the enterprise and government space. They left enterprise and government and started chasing after the consumer market."

In the past, BlackBerry has chased the consumer market, but this has not always been rewarding for the company; Jordan believes that the company seeks to return to "what they have always done best."

Jordan stated: "We are very strong in the government space. It was because of a solution we offered that many organizations would buy more BlackBerrys. They are going to have to lean on their partners. We are the ones with feet on the streets."

BlackBerry has always had quality intellectual property and great hardware, but has not been able to deliver that to users effectively. Jordan added that the security features provided by BES "cannot be ignored."

As BlackBerry deals with its current instability, Jordan emphasised his confidence in the company, stating that it will "hone in on the channel" and pay particular attention to enterprise. However, it remains to be seen if the focus is put on software, hardware, or a combination of both.

Jordan added: "This has the potential to be a Cinderella story. I hope it is." (CY) Link