RIM targets midsized firms with easier-to-use PDA software

By Shamus McGillicuddy, News Writer 14 Nov 2007 | SearchSMB.com

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Midmarket CIOs in particular find it increasingly difficult, experts said, because of the random way in which the devices are purchased and deployed.

But Research In Motion Ltd. (RIM), maker of the BlackBerry, the most widely used of handheld and PDA devices, has a new product specifically for midsized companies that it said will let CIOs be more strategic in how they manage their BlackBerry devices. The product is more robust and more flexible than previous RIM products designed for this market.

BlackBerry Professional Software, which supports up to 30 users, is a scaled-down version of RIM's BlackBerry Enterprise Server (BES). It features tight integration with Microsoft Exchange and IBM's Lotus Domino, with access to email, calendar, contacts, notes and tasks.

"This solution is for a company that is not ready to invest in BlackBerry Enterprise Server, but is looking for the same kind of functionality and capabilities that mobility solution would provide," said Carrie MacGillivray, senior analyst for mobile enterprise network services at IDC in Framingham, Mass.

Many small and medium-sized businesses (SMBs) will encourage their users to get their own BlackBerrys through Verizon or Sprint and then reimburse them. The consensus among midmarket companies is it's too expensive and takes too many IT resources for the company to buy and manage these devices centrally with a BlackBerry Enterprise Server.

With this new product, however, it's easier and more affordable for them to buy and manage BlackBerrys for employees. This is important for companies that are concerned about security and continuity for customers. They have very little control over security of a device when employees use a personal device for which they are reimbursed.

"This allows them to optimize rate plans for BlackBerrys across the organization," MacGillivray said. "And phone numbers are also a corporate asset. If I'm a salesperson and I use my personal phone for business calls and I leave the company to go to a competitor, all my customers could call that number."

Ray Wang, a principal analyst at Forrester Research Inc. in Cambridge, Mass., said BlackBerry Professional Software will appeal to a company with 100 or more employees that has up to 30 mobile employees.

Wang said RIM has taken pains to make the product as easy to set up and maintain as possible. It runs on an existing email server, rather than the separate server that BES requires. And it has an easy-to-use setup wizard so companies without dedicated IT staffs can get it up and running quickly.

"The installation piece is so simple you could do that in 15 minutes or less," Wang said.

McGillivray said RIM has taken an interesting approach with this new product.

"They've made it a simpler interface for SMBs to use," she said. "Other vendors in the market have some solutions, but this should really resonate with SMBs because other vendors require a bigger investment in hardware and software. Research In Motion is making a big statement with this."

This is made for a company that may or may not have an IT person managing their mobility. Carrie MacGillivray senior analyst for mobile enterprise network services, IDC

Alan Panezic, vice president of software product management at RIM, said, "The SMB's needs are significantly different from the enterprise. They want to get into mobility, but they don't want to have to spend thousands and thousands of dollars to do it. They want simplicity of installation and simplicity of management."

BlackBerry Professional Software, which is now generally available, has a starting price of $499 for five users and $849 for 10 users. SMBs that grow beyond the 30-user ceiling of the product can buy a Client Access License, which upgrades the product to the full BES. This pricing contrasts sharply from the base price for BES, which starts at $3,999 for 20 users.

McGillivray said BlackBerry Professional Software lacks the development environment that BES features for companies that want to bring other line-of-business applications to their BlackBerrys.

"But a small business isn't going to have that capability," she said. "This is made for a company that may or may not have an IT person managing their mobility."

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