ABI Research: BlackBerry 10 to Solidify “BlackBerry’s” Position as Top 3 Enterprise Device Vendor; Promises Future Based

  ABI Research: BlackBerry 10 to Solidify “BlackBerry’s” Position as Top 3
  Enterprise Device Vendor; Promises Future Based on Internet of Things

Business Wire

OYSTER BAY, N.Y. -- January 31, 2013

BlackBerry (formerly Research in Motion) provided a solid showing of its new
BlackBerry 10 smartphones at yesterday’s launch party in New York City. New
features include new gesture-based OS navigation controls, multi-app
operation, multi-language support, and the next generation virtual keyboard –
along with previously announced enterprise-centric features of BlackBerry
Balance (work/personal profiles); BlackBerry World for Work (enterprise app
store) and BlackBerry Hub (unified inbox and contacts). But RIM’s future will
require winning favor with both consumers and enterprise decision makers.

“BlackBerry needs strong backing from IT administrators,” says enterprise
practice director Dan Shey,“but it also needs enough consumers and more
specifically, employees to choose BB10 over Android, Apple, and Windows
smartphones. The BYOD trend is having a big influence on enterprise
mobilization strategies.”

BlackBerry is in a good position with enterprise but it is unknown if the
multi-device support in the recently released BES10 can rival those of other
MDM platforms. Consumer adoption is less predictable as it’s highly dependent
on positive perception toward BB10’s usability, device performance, and
application availability. Pricing and promotion will play a big role as well
with consumers – again areas BlackBerry has less control of.

In the near term, BlackBerry will rely on an enterprise smartphone market that
is still growing even in developed markets such as North America and Western
Europe. Worldwide smartphone penetration at EOY 2012 among mobile business
customers representing corporate liable and prosumer markets stands at 52%;
among all employees it stands at 29%. BlackBerry smartphones currently hold a
number 3 position in the enterprise market behind Android and Apple at number
1 and 2 respectively.

BlackBerry’s long-term strategy was revealed early in the event by CEO
Thorsten Heins in his comment that BlackBerry will enable the Internet of

Shey adds, “M2M or the Internet of Things is the next frontier for mobile and
wireless computing. BlackBerry’s QNX platform is a fantastic starting point
for a stake in this market,but BlackBerry can’t fall behind in IoT as it did
with touchscreen smartphones if it hopes to become a mobile computing platform

Smartphone OS market share across subscribers and shipments is provided in the
market database of ABI Research’s Enterprise Mobile Devices
Research Service. The database also provides forecasts for enterprise media
tablets. The Research Service includes report analysis of OEM and OS markets,
technologies and systems. All data is provided for 7 world regions and for the
United States and Canada.

ABI Research provides in-depth analysis and quantitative forecasting of trends
in global connectivity and other emerging technologies. From offices in North
America, Europe and Asia, ABI Research’s worldwide team of experts advises
thousands of decision makers through 70+ research and advisory services. Est.
1990. For more information visit www.abiresearch.com, or call +1.516.624.2500.


ABI Research
Christine Gallen, +44.203.326.0142
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