With the introduction of the BlackBerry Torch 9800 and its new BlackBerry OS6, Research In Motion appears to grasp the new dynamic of enterprise mobility: that it's necessary to win the hearts and minds of consumer users nowadays in order to keep market share growing in the business environment.
There is no doubt that BlackBerry devices remain the de facto standard for enterprise mobility in North America, but contenders such as iPhone and Droid have been making steady inroads. This speaks to the change from old-school "top-down" enterprise mobility. IT is now finding itself answering a growing hue and cry from employees to be able to connect the mobile device of their choice to enterprise email and business applications.
The "big reveal" of the Torch -- RIM's first capacitive touchscreen device with a slide-out keyboard -- at an event in New York City on August 3 focused heavily on the consumer-friendly media and social networking capabilities of the device and its new operating system. But the device readily meets the needs of business users who are increasingly looking to marry work and personal lives into a single device, while its new operating system gives IT new levels of granularity into how users profile and permissions are set up.