3/3/2010 12:16:00 PM
RIM using independents to market to SMEs
RIM is looking to independent distributors, dealers and
resellers to market its new BlackBerry Enterprise Server Express
(BESE) to the SME sector in the UK this year.
Jacqueline Cooper, VP of Channel at RIM, told Mobile: 'BESE is
key for us in 2010, and 63% of SMEs buy from retailers, either
from stores or online, so we are looking to our channel partners
to help us distribute the product.'
BESE, launched at Mobile World Congress, is a simpler version of
RIM's BlackBerry Enterprise Server (BES), but it retains the same
functions and security benefits. The big difference is that it is
available to download for free from this month, and users only
have to choose from 35 IT policies, instead of over 450 on BES.
Cooper said: 'A lot of small businesses don't have technical
staff and don't want to have to deal with it. In addition, a lot
of SMEs don't know how to get the true marketing possibilities
from a platform like BlackBerry. So there is a real opportunity
for resellers to explain what it can do for them.'
RIM intends to stock BESE across all available channels. It is
working on 'programmes of awareness in the market' and is putting
training programmes in place. However, no sales targets have been
Apps are another strong focus for RIM in 2010. It is promoting
the concept of Super Apps - apps that help businesses and
consumers in their day to day life - both as a way to cut through
the vast number of apps and as a way of showing that BlackBerry
is far more useful than just an easy way to get emails.
To do this, it has to attract the developer community. It has
opened up a lot of its APIs, so developers can tightly integrate