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How BlackBerry Plans to Win Back Banks' Business

BlackBerry's new chief executive, John Chen, has a simple vision for winning back market share in the financial, healthcare and government markets: providing a hyper-secure environment for mobile devices.

But will his vision of a secure ecosystem for mobile devices resonate with large bank clients, many of which are starting to migrate away from BlackBerry or are thinking about it? Citigroup, Bank of America and Credit Suisse have all publicly spoken of shifting from issuing BlackBerrys to employees to letting staffers use their own devices.

Analyst firm Gartner actually warned clients still using BlackBerry to "decide on a new course of action" in a September report, citing BlackBerry's mounting financial woes stemming from its eroding market share.

Chen was brought in to fix the beleaguered mobile device maker in November, having previously engineered a turnaround at database manufacturer Sybase. When Chen joined Sybase in 1998, the company had been losing money for four years following an overall downturn in the economy and problems in its Japanese division. Chen curtailed operations in areas in which Sybase is unprofitable and broke the company down into smaller, more manageable chunks.

In an interview with American Banker Friday, Chen outlined a short-term plan for the Waterloo, Ontario, mobile device company that is laser-focused on security. Secure smartphones; the BlackBerry Enterprise Server 12, which is scheduled to debut in November and will manage iPhone, Android, Windows and old and new BlackBerry devices; and secure enterprise messaging based on BlackBerry Messenger, an instant messaging system for BlackBerry devices are the cornerstones. In coming releases, the company will connect handsets, server and messaging software, conceivably creating an airtight infrastructure for mobile communications.

Chen points out that awareness of security and identity management rises all the time in the financial industry. He says BlackBerry has an advantage over competitors like Good Technology, AirWatch, and MobileIron because of the time-proven, patented security components of its technology.

"The Federal Reserve Bank and OCC put cybersecurity as one of the top risk factors for all financial institutions in the U.S." he says. "This plays to the strength of BlackBerry. Because of our network operating center and all our patents, and because of the way we encrypt messages, the way we build our handset and server, we have the only end-to-end encryption."

Observers say the company, whose BlackBerry Enterprise Server is still in use at many banks for managing employees' mobile devices, has a chance.

"BlackBerry technology has a strong foothold in the [financial services] market," notes Jacob Jegher, research director at Celent. "BlackBerry Enterprise Server has been the de facto standard for years in terms of managing security and policies for corporate-issued BlackBerry mobile devices."

Enabling its server software to manage all devices, not just BlackBerry phones, is an important move for the company.

"If BlackBerry is to survive in this market, this is what they need to focus on," Jegher says. "Their only move at this point to stay relevant in their core market is to say 'stay with us and let us manage all your devices, we can support everything.'"

One challenge is making the server work with diverse devices, Jegher points out. For instance, Android devices are more open and harder to manage in a centralized way. "Once you open to other devices and operating systems, it's almost a Pandora's box," he says.

"I like this idea a lot for [BlackBerry]," Jegher says. "Is it too little, too late? That's the big question. There are a lot of competitors."

James Gordon, chief technology officer at Needham Bank in Massachusetts, also wonders about the "too little, too late" question.

"Blackberry has to create something markedly different and new," Gordon says. "They were innovators of push email. Before that, there was no such thing as a wireless email connection. They innovated, they rightfully earned their spot at the top of the market, they held that until 2008, but they lost that crown as soon as the iPhone came out in 2007." Apple changed the game by positioning smartphones as more than just a device for email, but a whole mobile operating system.

"In order to get ahead, you can't just feature match, that will not get you ahead of the game," he says.

Needham Bank two years ago began using MobileIron, which provides device management with one dashboard to manage apps across all employee devices, Gordon says. Needham Bank employees are allowed to use whatever devices they want; some employees have been issued iPhones and iPads.

"I'm glad BlackBerry finally woke up, but it's a stronger market now with MobileIron, AirWatch, Good Technology, and BlackBerry," Gordon says. "I welcome BlackBerry to that space, but they will have to prove themselves."

At the mention of such competitors, Chen counters, "You're comparing the NFL with Division 3."

Google is also rumored to be considering launching its own device management software.

Chen acknowledges that BlackBerry has lost share in the device management market. One reason is when the trend toward bring-your-own-device came, the company did not adjust its server right away so it could be used to manage all the different devices employees were bringing in.




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