Gartner: Don't expect miracles from BlackBerry's recent facelift

BlackBerry's new BB10 software isn't going to achieve world-beating results anytime soon

Gartner analysts said in a report released Monday that BlackBerry's new BB10 software isn't going to achieve world-beating results anytime soon. Even BlackBerry officials have literally begun singing the praises of the new Z10 smartphone in anticipation of its arrival in the U.S. market on Friday.

The researchers predicted that BlackBerry's global smartphone market share will remain below 5% through 2016, thanks to powerful competition and a closed platform. What's more, the company will have to target the consumer market and win customers back from Android and Apple.

"The question is whether the new platform is sufficient to motivate the buyer to choose BlackBerry over the platforms they know. It comes down to how effective BlackBerry's marketing will be, and how much money they can spend to excite the user in favor of a BB10 device," the researchers said.

Gartner also cautioned that, in the business market, BB10's inability to be managed by popular MDM platforms could make it an adoption headache for enterprise users.

"Today, the only strong MDM solution for BB10 devices is BES10. While BES10 supports iOS and Android devices, it does so using policy manager features and not the container strategy it offers for BB10 devices, nor does BlackBerry offer the same policies on BB10 devices," wrote the analysts.

BlackBerry's long-awaited release of the modernized BB10 operating system in January, alongside a pair of updated smartphones, provided the first note of cautious optimism surrounding the newly renamed company in a very long time. Generally positive (if rarely enthusiastic) initial reviews for the new software and gadgets followed, causing some to wonder if BlackBerry might once again play a role in the ultra-competitive mobile marketplace. Gartner's new report seems unlikely to provide any further new rays of sunshine, however.

Email Jon Gold at jgold@nww.com and follow him on Twitter at @NWWJonGold.

Read more about anti-malware in Network World's Anti-malware section.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags smartphonesBlackberryGartnerwirelessAppleAndroidNetworkingiPhonesoftwareconsumer electronicsbb10

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jon Gold

Network World
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?