BlackBerry Must Make More Deals Like Samsung Security Partnership
While BES 12 will now be well-integrated into Samsung's Android devices, it will also still support Apple's iOS devices and now it will support Windows Phone 8 devices as well. The level of integration isn't as great with Apple and Microsoft devices, but BES 12 still provides secure networking and enterprise management. The expansion of its secure mobile platforms to additional mobile platforms does not mean that BlackBerry has abandoned the device business that made the company famous, it does mark the company's transition into much more of a software and services platform. The device business will continue, however. The company launched the BlackBerry Passport with stronger-than-expected sales in September, and the company's new BlackBerry Classic smartphone, which merges the familiar BlackBerry Bold design with the BlackBerry 10 operating system, will be launched on Dec. 17. For the long run, however, BlackBerry needs to leverage its strong position in the mobile security market with BES 12. The only way the company can do this is by building partnerships with leaders in the devices business and riding on their success as a way to continue the company's recovery from the days when it was losing billions of dollars per quarter trying to maintain its position as one of the world's top smartphone makers.As important as the partnership with Samsung may be, BlackBerry also needs to forge similar relationships with major Android device manufacturers and perhaps build a solid partnership with Apple. Creating a partnership with Apple may not be as far-fetched as it may seem at first glance. Apple's new approach to the enterprise, as indicated with its support contract with IBM, still needs a secure communications backbone and management platform. Although BES already performs some of that, for serious enterprise use, a deeper level of integration is critical. While Apple could possibly go its own way in offering a secure network and management system, the better path for enterprise users is to work with a system they already know. For the same reasons that Samsung picked BlackBerry as its partner for the final part of its enterprise solution, such a partnership would also work with Apple. The advantage for Apple is that it would build on a platform that already exists and which is already widely accepted by the biggest players in that part of the business. If that approach seems familiar, it should. This is exactly how Apple approached the payment industry with Apple Pay, which is already showing signs of being a solid success.
By partnering with Samsung, which has shown significant success with its smartphones in the enterprise, BlackBerry now has a road map to the future. But that road map needs a few more pathways to lead the company out of the wilderness.