A mid-tier phone for enterprise mobility enablement

By Cat Yong

According to Blackberry’s Senior Director of Product Management in APAC, Damien Tay, the Waterloo-based company has stabilised and is in an innovating phase. “We are focused on continuing to maintain business stability, start innovating and growing the revenues that we have.”

He also shared that Blackberry is financially very strong at the moment, with quarter-on-quarter growth and the strongest position they have ever been in, from a cashflow perspective.

With extreme focus on their three-prong strategy – enterprise mobility software and solutions, great devices, the Internet of Things – Tay said that the company is looking to grow with calculated acquisitions and innovations in the areas of end-to-end mobility management and security.

“There is a lot of news about us building out and acquiring enterprise mobility security solutions,” Tay explained, adding that a lot of execution is towards solutions that will work with Blackberry devices but also devices of other operating systems. 

“We want to be the layer that will work with Android, iOS and Windows devices.”

Moving targets
A late 2014 survey by Blackberry, revealed that 70-percent of government and government-linked respondents, believed that devices are the weakest link in their enterprise security network.

Tay stated, “Blackberry has the experience and heritage to provide end-to-end security to them. From the get go, security has always been the cornerstone for Blackberry and in terms of security certifications by third-parties, we have over 70.

“No other mobile provider have this many (security certifications).”

Enterprise-level security and features for the mid-tier
Blackberry launched the Blackberry Leap, which they dubbed as an affordable 5-inch, all touchscreen phone, with the latest Blackberry 10 software.

Tay said, “It comes with all the security features and productivity tools expected of a Blackberry.”
Of note, is its encrypted email and digital signature capabilities. These require the latest Blackberry 10.3.1 operating system and Blackberry Enterprise Service or BES 12, SP1.

The Blackberry Leap targets the startup segment, with enterprise-level productivity and collaboration tools and a lower price tag. Tay admitted that the difference between this mid-tier phone and their higher end phones, is the hardware specifications.

Despite a RM1089 price tag that is higher than most other mid-tier phones’, Blackberry is clear about the audience they are targeting with the Blackberry Leap – it is not for those who intend to watch YouTube videos or play Candy Crush on it, but instead can appreciate its powerful productivity and collaboration capabilities.

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