RIM's BlackBerry 10

Research In Motion has launched its BlackBerry Enterprise Service 10 multiplatform EMM (Enterprise Mobility Management) solution to mixed reviews.

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RIM's BlackBerry 10 Ovum’s Adam Leach: New OS may keep existing users, but will it attract new ones?
By  Georgina Enzer Published  April 12, 2013

Research In Motion has launched its BlackBerry Enterprise Service 10 multiplatform EMM (Enterprise Mobility Management) solution to mixed reviews.

The BlackBerry Enterprise Service 10 is designed to bring together device management, security, and mobile applications management for BlackBerry smartphones, BlackBerry PlayBook tablets, and new BlackBerry 10 smartphones in a consolidated solution. It is also designed to provide a single console for managing BlackBerry, Android and iOS devices. BlackBerry Enterprise Service 10 prepares organisations for the future of mobile diversity, as well as integrates with existing BlackBerry Enterprise Server version 5.0 deployments.

Adam Leach, principal analyst at Ovum said that the user experience of Blackberry 10 introduces some nice new features but importantly builds on Blackberry’s UI heritage and therefore will certainly appeal to existing Blackberry users.

“The challenge for the company will be to attract new users and those that have already moved to alternative smartphones,” he said.

One regional end-user is in no hurry to upgrade to the new BlackBerry 10.

“A year ago Masdar replaced all BB handsets, therefore we will take some time to assess this new offering and gradually introduce it in the organisation after initial testing,” said Alok Srivastava, acting head of ICT & senior manager, IT applications.

Nicolai Solling from Help AG says he is looking forward to getting his hands on the new BlackBerry 10.

“I want to see what they are coming out with. It looks interesting. It is a win or lose game for them right now, if they don’t make it with these devices it is going to be very challenging. If you look at the core functionality you need in a business phone, from our perspective BlackBerry is still the best option,” he said.

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