INTERVIEW
www.comms-dealer.com BlackBerry bears fruit COMPANY IN FOCUS
Remarkable growth in the smartphone market is being driven by high demand for devices such as RIM’s BlackBerry solution. Rory O’Neill, Senior Director of Business Marketing for EMEA at RIM, reveals BlackBerry’s secret for success.
with the BlackBerry platform in mind and which offer seamless and tight integration with the BlackBerry solution to maximise the end-user experience.”
global smartphone shipments are set to double over the next four years to 506 million units. The business market was the early adopter of smartphones and the strong security credentials which underpin the BlackBerry solution were fundamental to its mobile email solution for the enterprise market. “Currently, over 90 per cent of Fortune 500 companies deploy BlackBerry smartphones due to the combination of security, reliability and manageability, three factors which will always be key considerations for any enterprise seeking to deploy a mobile solution,” said O’Neill.
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There remains dramatic growth potential in the business smartphone market, particularly for delivering applications and services which enhance mobile communications within enterprises. For example, RIM earlier this year launched BlackBerry Mobile Voice System5 which unifies fixed and mobile communications by leveraging Wi-Fi technology, enabling BlackBerry smartphone users to enjoy all the features of a fixed line on their BlackBerry smartphone. Such solutions which deliver productivity and efficiency gains will continue
emand for smartphones shows no signs of abating. According to research from iSuppli,
to shape and influence the business smartphone market.
“The business market opportunity for smartphones remains strong, particularly with the proliferation of more flexible working patterns and the subsequent demand for a secure mobile email solution.,” added O’Neill. “While businesses want to empower their employees with information and access to tools when they are on the move, no IT manager would ever compromise the security of confidential data. The BlackBerry solution’s market differentiator is its ability to offer a secure, manageable and reliable solution to businesses. End users can access the tools and applications they want on an easy-to-use, highly portable device which allows them to better manage their work and personal lives.”
However, the real opportunity lies in provisioning secure mobile technology to as wide a range of businesses as possible. In line with this, RIM this year launched BlackBerry Enterprise Server Express, new free-to-download server software that has been designed to provide SMEs and individual business users with an economical way to easily and securely manage their BlackBerry smartphone deployment. BlackBerry Enterprise Server Express provides many of the
The business market opportunity for
smartphones remains strong Rory O’Neill
same advanced security features of the leading BlackBerry Enterprise Solution, which has received more security accreditations globally than any other wireless solution, claims O’Neill.
By 2013, smartphones will account for nearly one quarter of all mobile handset sales (Juniper Research, March 2010). Demand is rising for smartphones which not only drive productivity and efficiency gains for businesses, but also help employees juggle their busy home and working lives and empower users to access the information and tools they need, wherever they are.
“Although largely perceived as a consumer phenomenon, the potential of social networking gaining traction in an enterprise context should not be
underestimated,” added O’Neill. “Fundamental to it becoming a driver of smartphone uptake is ensuring the integration of social networking applications within the wider communications portfolio. Both the Facebook and LinkedIn applications for BlackBerry smartphones are prime examples of BlackBerry SuperApps, applications specifically designed
These applications meet the requirement for such integrated and unified communications, thanks to the BlackBerry solution’s inherent ability to offer a multi- faceted mobile communications experience from one single device, via telephone, email, SMS, MMS and BlackBerry Messenger, the real-time instant messaging service used by more than 25 million people worldwide. “The security of the BlackBerry solution is undoubtedly its key strength in the business smartphone market,” commented O’Neill. “In addition to its strong commercial enterprise presence, the BlackBerry solution has been approved by the Communications Electronics Security Group (CESG), part of the of British intelligence agency GCHQ, which advises ministers on the security of communications and electronic data.
“Data transmitted to and from a BlackBerry smartphone is encrypted using Advanced Encryption Standard (AES256) or the Triple Data Encryption Standard (Triple DES). This means that information housed behind a company’s firewall stays secure while in transit over the wireless network and on the BlackBerry smartphone itself. Furthermore, IT administrators have control of over 35 IT policies to adjust security and capabilities including the ability to remotely wipe a BlackBerry smartphone and enforce and reset passwords through remote administration via the web-based interface.”
As enterprise communications continue to move onto the mobile platform, guaranteeing the secure transmission of data will continue to be the overriding concern for businesses and will subsequently continue to be crucial to success in this market.
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36 COMMS DEALER NOVEMBER 2010
www.comms-dealer.com
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