Samsung Hopes BYOD will sink Blackberry

by Matt Klassen on January 31, 2013

It’ll take more than a new name and a new product for Research in Motion cum Blackberry to regain traction in the business sector, given that so much has changed since the last time enterprise customers actually reached for a Blackberry device. While some are certainly clamouring over the Canadian company’s new BlackBerry 10-powered Z10 and Q10 smartphones, it remains to be seen whether these new handsets will be able to address the single greatest extant threat to the great Blackberry comeback: the BYOD movement.

While Blackberry used to be the only choice for companies looking for mobile security, the fact that many companies now allow their employees to ‘Bring Your Own Device’ to work has changed the entire landscape of mobile corporate security, and thus has all but eliminated the need for the kind of security that used to set Blackberry apart from the crowd.

This new BYOD movement has opened the door for traditional consumer handset brands like Samsung and Apple to compete for business clients, and it’s the former, Samsung, who is wasting no time in firing a few shots across Blackberry’s bow, confident that it’ll be able to sink the new Blackberry before it even leaves the dry-dock.

Truth be told, apart from the external keyboard the only reason any ever preferred a Blackberry device was because of the sense of security it entailed. The emergence of the BYOD movement over the last year has ostensibly removed that security concern, as companies are now beefing up the security of their own networks, instead of relying on mobile devices for that same peace of mind.

So even with its entire rebranding, the only question we really need to ask about the new Blackberry is, can it compete with Samsung’s Galaxy series or Apple’s iPhone? I would guess the answer is, as it always has been, no.

Now despite its recent meteoric smartphone success, Samsung has lagged behind Blackberry and Apple in regards to attracting business customers. Blackberry has long dominated the enterprise sector due to its secure servers while Apple was the first consumer brand to proactively pounce on the growing BYOD movement, but Samsung remains confident its consumer popularity will translate to business users as it did for it’s Cupertino rival.

“If I’m going to work for a big company, I don’t want to use a legacy device that I have to hide at a cocktail party,” Tim Wagner, vice president and general manager of enterprise sales at Samsung Mobile, said recently. “I want to choose what I want, and I want my device to be the coolest thing out there. Right now we have the coolest thing out there.”

Despite the fact that business users have generally viewed Android with a suspicious eye, “Samsung’s push is to assure corporations that Samsung [Galaxy] devices meet their security requirements, make it easy for IT departments to manage those devices, and as a result continue to drive device sales,” Forrester analyst Charles Golvin said. If Samsung is able to attract the enterprise sector, it really may not matter what Blackberry has to offer, it’ll sink before it even hits the open water.

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Written by: Matt Klassen. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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Mobile Data Management as the Future of Managing BYOD — TheTelecomBlog.com
October 25, 2013 at 6:39 am

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mng February 6, 2013 at 12:59 am

Sounds more like Samsung-hope than rationality. More BB bash than substance.

Most reviews have been between good and rave, with a number of tepid outliers. The new BB, both handset and OS are ahead of competitor’s products. I’ve heard this from Apple and Samsung friends and colleagues. Also have heard it from salespersons at TELUS, Bell and Rogers stores so far.

The point is that the traditional BB enhancements are suplemental to the new handset/OS. In the BYOD world, the new BB will be adequately competitive.

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