Does BlackBerry have a plan B?

What’s next for RIM if their new BB10 devices don’t do well in the market?   RIM is going to have an uphill battle to regain market share in the US, just ask Microsoft.  

If BB10 even gets a warm reception by the consumers and analysts, RIM might be able to keep sales from falling off their “fiscal cliff” into the New Year (at least in some of the other regions where iOS and Android have not taken over).  

What is RIM’s plan B if the new device doesn’t do well?  

Now that the MDM/MAM market is maturing and more competition is in this space, can RIM keep the enterprise onboard with their BES10 platform (also launching when BB10 hits in February).    

Enterprises must decide if their future MDM/MAM plans involve RIM or start to dismantle the platform.

Citrix last week decided to shake the MDM tree when it purchased Zenprise.   This was the start of what I called “Shaking up the MDM tree” in my October write-up: 

http://psciara.blogspot.com/2012/10/shaking-up-mdm-tree.html

The MDM market has been maturing, adding new capabilities and will now start the consolidation many knew would eventually happen.  

Now back to RIM.  What must they do to keep the enterprise from jumping ship?   Focus more attention and $$$ on their infrastructure software… 

RIM came late to the game supporting iOS / Android and really don’t have a great story around data containment on those platforms. 

Since BB10 has been the focus within the company for the past 2+ years and unfortunately priorities and $$$ have focused on BB10 or bust (small investments in the enterprise platform have been made, but not enough). 

I won’t make a prediction on the success or failure of BB10, but I will say that RIM needs to put more time, energy, and $$$ into their software management solutions again to ultimately keep the enterprise onboard.