The beleaguered smartphone maker has a lot
riding on Mobile Fusion, which is RIM’s entry to the bring your own device
movement.
Research
in Motion rolled out its mobile device management software—BlackBerry Mobile
Fusion—in a bid to manage Apple iOS and Android devices in the enterprise.
What’s unclear is whether Mobile Fusion can get RIM into the bring your own
device wave via the back door.
The
beleaguered smartphone maker has a lot riding on Mobile Fusion, which is mobile
device management (MDM) software that aims to manage and secure multiple
devices ranging from the BlackBerry to Android to iOS. The promise is a single
pane to manage all of those devices consumers are bringing to work.
CNET: RIM
launches BlackBerry Mobile Fusion for iOS, Android devices | RIMageddon:
Heins’ turnaround playbook, doubles down on enterprise
RIM’s
effort is designed to capitalize on the company’s strength—security and
enterprise management. If workers aren’t going to tote BlackBerry devices to
work at least RIM can capitalize on the back end.
CEO
Thorsten Heins said last week on a rocky earnings report from RIM:
“We
plan to refocus on the enterprise business and capitalize on our leading
position in this segment. RIM was late for the bring your own device movement,
and we saw significant slowing down in our enterprise subscriber growth rate as
a result. I am committed, with my team, to reclaiming lost market share in this
space. The enterprise business is already aggressively moving to upgrade our
enterprise space to newer BlackBerry 7 devices and to drive the adoption of
BlackBerry Mobile Fusion.”
The
problem is that the MDM market is crowded. Meanwhile, it’s fuzzy whether CIOs
want to stay on RIM’s enterprise servers. Mobile Fusion includes the security
architecture of BlackBerry Enterprise Server, state-of-the-art encryption and
policy management. Those features will matter to some verticals, but not all.
Heins
said that the Fusion effort is focused on “corporate liable devices where we
have a core strength.” Mobile Fusion is a free download and RIM will have
client access licenses starting at $99 per user or $4 per user a month. The
application is priced based on the number of devices being managed.
However,
Heins also noted that there are challenges with RIM’s services effort. He said:
“We
have to realize that some of BlackBerry’s traditional strengths in security,
efficiency, and push are not as highly valued by some of our customers. We are
working to identify new services to continue to provide value to our customers
and to maintain a healthy service business line.”
Larry
Dignan
zdnet.com
Business & Investment Opportunities
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