BlackBerry’s goal is to remain the number one provider of EMM solutions

BlackBerry is determined to keep its lead in enterprise mobility management (EMM), making sure that customers have the widest options and top-class solutions possible, Mike Al Mefleh, BlackBerry’s product management director for the Middle East, has told Khaleej Times.

BlackBerry think that enterprises will need to move from short-term management solutions and adopt a comprehensive EMM solution, as businesses have high hopes that advances in enterprise mobility will bring innovation and new levels of end-user productivity, without exposing corporate data to the imminent threat of cyber-attacks.

“We are a mobile solutions company that takes a broader approach to servicing the needs of customers looking for secure technologies that drive productivity, communication and collaboration,” said Al Mefleh.

“We have completed the restructuring phase of the turnaround and are now looking to grow in the last leg of our transformation. Our goal is to remain the number one provider of EMM solutions, and we’re focused on providing our customers with increased choice and flexibility in how they will meet their mobility needs through new devices, messaging and enterprise management technologies.”

Al Mefleh pointed out that BlackBerry sees its acquisitions and partnerships as an important factor in pursuing this goal.

“Specifically, the partnerships and acquisitions we’ve made over the past nine months have allowed us to further develop our core strengths of security, productivity, communication and collaboration,”.

“We are also excited to leverage existing intellectual property to grow BlackBerry’s machine-to-machine communications technologies and drive growth opportunities for the Internet of Things.”

Asked why BlackBerry had released another budget-friendly device (BlackBerry Leap), Al Mefleh stressed that it’s all about choice.

“From a consumer and enterprise perspective, it’s important to have a well-rounded portfolio that offers choice and caters to different audiences whether they like a keyboard or an all-touch smartphone or an affordable smartphone or a more high-end smartphone,”

“With the BlackBerry Leap we are complementing our portfolio. We set out to create a device that would give users the perfect balance of powerful design and data security and privacy, including a best-in-class typing experience. We are targeting [not only] avid communicators who are career-driven, cost-conscious, oriented towards productivity and prefer an all-touch device, but also businesses who want to renew their mobile fleet on sensitive budgets.”

Al Mefleh added:

“The BlackBerry platform provides customers a robust and highly-accredited security architecture to help ensure we deliver a unique level of protection, which is trusted by some of the most security conscious organisations in the world,”