Best Argument: Unlikely
Audience Favored: Promising (65%)
BlackBerry still fits many customersWhat do you buy if you're a mobile executive that needs hours of talk time, days of standby, and the best mobile email and scheduling system on the market? You buy BlackBerry. It was true a decade ago, and it's still true now. Although the market moved on, leaving RIM (as it was) for dust, BlackBerry remains close to a certain type of enterprise customer. There are still plenty of organizations out there that are not executing a shift away from the BlackBerry proposition.
BlackBerry 10 doesn't throw the enterprise baby out with the bathwater. The mobile email and scheduling is best in the market, taking what BlackBerry knows about that type of software and just adding a New World Smartphone sheen. Talk time is better than the old BlackBerry handsets -- more double in some case, and talk time is important to this sort of customer.
And BlackBerry Balance is a unique product in the market, allowing the user to control how much they share (important in a post-PC device that's about hyper-social, always-connected lifestyles), and how much the organization does or doesn't leak.
BlackBerry 10 in the enterprise has legs -- which is a good thing in a mobile platform.
New BlackBerry: Close but no cigarI was at the BB10 launch event in New York this week and now I'm testing out a BlackBerry Z10 device. BlackBerry is definitely fresh, but the big question is whether or not there's something compelling enough to excite, retain, bring back, or recruit new enterprise customers. Over the past couple of years we have seen large companies and government agencies leave RIM, now BlackBerry, for iOS. Unfortunately, I can't see anything obvious at this time that shows me BlackBerry is ready to revitalize enterprise interest.
BlackBerry has been known for security and it is important for them to show that the new BES not keeps that but improves the IT experience. The BlackBerry Balance functionality is interesting and may appeal to both the enterprise customer and consumers who may no longer have to carry around a work BlackBerry and an iPhone. Businesses also need to know the company they sign on with is in it for the long haul and Apple is showing that is the case with a focus on profits and quality products. The company BlackBerry's future is still a bit uncertain and a lot is riding on the success of BB 10. Companies may be taking a wait and see approach until later in 2013.