RIM Corners the “You’ll Use BlackBerry 7 and That’s an Order” Market
Research In Motion’s BlackBerry 7 OS may not be currying much favor among consumers — particularly those biding their time for the launch of BlackBerry 10 later this year — but in the halls of government, it’s a winner.
Last week, the U.S. Department of Defense approved RIM’s BlackBerry 7 devices for agencywide use. And now the device has won similar approvals in the United Kingdom, Australia and New Zealand.
CESG, the National Technical Authority for Information Assurance in the U.K., on Thursday certified BlackBerry 7 as fit for government and law enforcement use. And the Defense Signals Directorate of the Australian Government did the same for Australia and New Zealand. The reason: Those industry-leading security features RIM is so fond of talking up. Consumers may not pay them much mind, but in government they clearly matter a great deal.
Which is great for RIM’s business, but not quite central to its long-term success. While government sales will certainly help keep RIM afloat, it’s the enterprise and consumer markets where the company really needs some wins. RIM insists that BlackBerry 10 will deliver them, but it won’t launch until later this year.