RIM dishes more details on Mobile Fusion - will support "consumerization" of mobile enterprise

RIM dishes more details on Mobile Fusion - will support
We reported this morning on the announcement of Research in Motion’s new Mobile Fusion IT product, which will bring greatly simplified mobile device management to enterprise customers. RIM held a business webcast on it later in the day, and fleshed out both the offering itself and RIM's perspective on the future of mobile devices in the workplace.

Mobile Fusion will allow 10,000 mobile devices to be controlled from a single control console, can handle multiple devices per user, and can manage iOS, Android, and QNX devices in addition to current BlackBerry devices.

Perhaps most interesting was their positive embrace of the consumerization of mobile devices in the enterprise. In the past consumerization has been seen as the enemy of the BlackBerry ecosystem, as employees demanded they be allowed to use one device for both work and personal activities. Businesses that resisted this effort tended to have employees that carried BlackBerries for work but iPhones/Android devices for themselves.

With Mobile Fusion RIM is openly embracing this trend – being able to access confidential work data and post to your Facebook friends from the same phone has proved to be something of a nightmare for the IT departments of large companies, but Mobile Fusion makes provisioning and security of company data easy, without restricting the use of personal apps.

Alan Panezic, VP of Software Management explained over the webcast that RIM’s intention is to “delight both end users & CIOs”. RIM feels their ability to make security and governance easier (and less expensive) while also staying out of the way of personal use will become increasingly important as ever greater portions of the workforce are “digital natives”, employees that grew up accepting information revolution and mobile access to it as normal. They built similar abilities into BlackBerry Balance, which is available on BB7 devices, and on the PlayBook after it's Q1 OS update.

This feels like the first solid evidence that RIM truly understands where the business market is heading. Whether this translates into the first QNX-based phones that will be released sometime in 2012 remains to be seen, but for BlackBerry fans it has to be nice to see RIM embracing these trends rather than trying to hide from them.

One final tidbit – The term “BBX” was nowhere to be heard in the webcast, while “QNX” was used several times. Obviously that may not mean much, but VP’s are usually careful with branding; could RIM be reconsidering their use of BBX after the legal problems they ran into with it? Time will tell.

source: RIM



1. shelley.bevacqua

Posts: 80; Member since: Aug 27, 2011

Interesting. My husband just consolidated his personal and business phones into one Blackberry. I was thinking about getting him the Playbook as a Christmas gift but was afraid RIM would abandon this market or even no longer exist or be acquired.

2. shelley.bevacqua

Posts: 80; Member since: Aug 27, 2011

Hope this venture works out for RIM. It might be too late for them though. The mobile competition is fierce.

3. mctcm

Posts: 204; Member since: Oct 19, 2011

RIM will need a grand slam product to get back out of the hole they have dug themselves into. Both businesses and consumers have backed away from Blackberry's due to outdated design, function and excessive cost.

5. belovedson

Posts: 1061; Member since: Nov 30, 2010

says the guy named mctcm

6. mctcm

Posts: 204; Member since: Oct 19, 2011

Says RIM financial statements says the SEC says mctcm

4. ibap

Posts: 867; Member since: Sep 09, 2009

"comsumerization"? Really?

7. minzhu001

Posts: 5; Member since: Nov 16, 2011

low efficient, like I said 3 years ago, RIM is old before really grow up. Strange culture in RIM, and this culture generate self-destroy political environment. In RIM if a new hired person figure out major problem and introduce efficient approach, both manager and his buddy group member will proof their wrong approach works. just like someone point out driving a car is right way, pushing a car is wrong way, then both manager and his buddy group member will hate you, and proof that 3 person can also move the car by pushing it. cheating email will be sent to some vice president, saying like: see, the car moving, pushing a car is a natural part of the process. It is very strange company culture and strange company political environment, it promote stealing and cheating skill. RIM’s management may be a typical instance in MBA course. This culture deny or steal hardworking team members’ contribution/innovation, generate strange political environment, destroy RIM. July 7th 2008 when I start to work in RIM ID group, I found RIM’s CAD skill in ID group is still in low efficient level of 10 years ago, like ID changes can’t be regenerated in mechanical part, so I point out the problem and introduce efficient topdown process, to make sure top level adjustment will always be regenerated in down level. But the RIM’s CAD experts wrote email to 3 VPs and successfully make them believe that—–whenever top level adjust, continuously and manually audit final parts is a natural part, means low efficient is a natural part in every RIM’s device design program. They abuse their power layoff the only driver, and use 3 person pushing the car, they will keep “continuously and manually audit final parts”. “continuously and manually audit final parts” is the mark of not qualified for the position, but in RIM, strange thing happened, they like not qualified person around them, and they are affraid of qualified person in their group, so that no one will point out their wrong approach, so we all know why RIM low efficient, why RIM is in a strange political environment.

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