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BlackBerry’s enterprise strategy in Asia

Zafar Anjum | March 28, 2013
In this exclusive interview with MIS Asia, Scott Totzke, senior vice president for BlackBerry Security, talks about the smartphone maker’s enterprise strategy, the effect of BYOD and regaining market share in Asia.

Scott Todz

In this exclusive interview with MIS Asia, Scott Totzke, senior vice president for BlackBerry Security, talks about the smartphone maker’s enterprise strategy, the effect of BYOD and regaining market share in Asia.

What is BlackBerry's current enterprise product management and strategy? How has it changed or evolved over the years?

It's really about embracing trends that we see in the industry. Since 2008 we've seen BYOD really gaining momentum.

Originally it was viewed as a way of taking cost out of the business, moving capital expenditure to operational expenditure. But what we've actually seen over the long term is that it's actually increasing cost and complexity. That's why we've come up with solutions like BlackBerry Balance. What we've also learned, and why this is important in the BYOD space is instead of making security about turning things off and saying no to the user, which is really what we did for the first decade, we've now taken another way of looking at security.

With BlackBerry Balance we've made security a strategic enabler. We're saying let's allow IT administrators to enable all of the consumer functionality on the device but still have them protect all the corporate information and provide a great user experience for anyone who's on BlackBerry 10.

Given that BlackBerry's market or installed base has shrunk due to competition, how confident is RIM in winning back detractors and gaining wider popularity in the face of the BYOD trend?

If you look at BlackBerry 10, it is the ultimate BYOD device. It is a platform that has been engineered from the ground up to deliver two purposes.

Firstly, to deliver a state-of-the-art smartphone experience for the consumer that resides within all of us. It has the best mobile browser in the business, a phenomenal typing experience, whether on a touch or QWERTY keyboard, and all the multimedia, games and things that people expect now.

The other aspect that I would like to highlight is that with BlackBerry Balance, corporations have the ability to control and protect the information on the device attached to the organisation. It means that you really get the best of both worlds. I believe the completeness of the platform and all the management capabilities are really what will propel BlackBerry to lead in the enterprise.

Again on BYOD, organisations have found ways to secure their smart devices sufficiently to enable corporate use. How different is Blackberry's proposition?

Often when you're looking at security across platforms you end up with a compromise. With BlackBerry Balance on BlackBerry 10 we're bringing an experience where users get to interact with their device and the people they communicate with in a seamless environment.

 

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