BlackBerry has had a rough few years, largely losing market share to larger mobile rivals like Apple and Google. But the company has quietly been building up its B2B services, touting to enterprises its security features and its BYOD adoption.
On Thursday (April 2), the company launched its new Software-as-a-Service tool that aims to dig its claws a little deeper into the B2B market. BlackBerry’s new BES12 Cloud solution provides managers with the administration capabilities of managing a range of mobile devices, including smartphones and tablets. According to reports, the SaaS is an effort to capitalize on the Bring Your Own Device trend seen within companies.
As an enterprise mobility management solution, BES12 also integrates into Samsung’s Knox devices, which focus on corporate security. Reports said the tool also works with the Android for Work, Apple iOS and Windows system smartphones and tablets. Managers can access the BES12 through their browsers, though its cloud capabilities allow for greater mobility. The tool and its security features are also hosted in off-site servers, meaning corporate customers do not have to invest time and money into new in-house infrastructure to support the software.
BES12 Cloud was initially revealed last month at the Mobile World Congress event, held in Barcelona, and marks the third B2B SaaS tool offered by the mobile companies. The other two are SecuSUITE and the BlackBerry 10 OS.
As BlackBerry continues to struggle in the competition against Apple and Android, the firm has taken to new tactics to maintain a significant presence in the mobile market. In addition to making its software tools compatible with rival devices, the company is also promoting its security as its strongest offering, and that asset is making BlackBerry an attractive target for takeovers.
According to experts at Bidnessetc late last year, “BlackBerry’s safekeeping has so far helped it from being commoditized. Its security features are valued by corporations as well as governments who need to share data over secure networks. It is a leader in this coveted domain.”
This key position in the area of security could bump BlackBerry in the B2B SaaS market as surveys find that among the greatest concerns of companies for transitioning to cloud services is a lack of security.