BlackBerry faces a tough channel

Leading Australian resellers have offered a luke warm response to BlackBerry's new handset and operating system, launched in Australia last week.

However they stressed were the business case to become clearer they might consider adding the device their mobility arsenals.

“I’d say the horse has bolted,” said Ronnie Altit, managing director at Insentra (2012 CRN Fast50 No.7)

Altit said his company has a BYOD policy, with around half of the 20-strong staff choosing either Android or iOS. However Altit did crack open the door slightly for BlackBerry, when he noted if it could demonstrate a productivity improvement for his staff, then he might think about re-evaluating the device.

“If there are no real productivity benefits, then there’s no real reason to go there,” he said.

James Kahn, managing director at Idea 11 (2012 CRN Fast50 No.8), sung from the same songbook. His organisation, with seven staff, is at the smaller end of the channel, but he said the company is committed to both Android and iOS – and so are his customers. “I can only think of one client that’s BlackBerry strong-hold,” he commented.

One of the issues BlackBerry would face in his organisation is the availability of apps. Although BlackBerry has indicated it will go to market with 100,000 apps available, the custom apps used by Idea 11 – in particular Zen Desk and an associated CRM app – simply aren’t available at BlackBerry’s app store.

“I think the BlackBerry would have to be particularly good, or outstanding, to get people to shift from iOS and Android,” he said.

Jason Ganis, MD at Smartprint Fleet Management (2012 CRN Fast50 No.3) concurred. “We’re an iOS shop,” he said. “It’s easier to set up, and easy for our staff to use in the field. I don’t see us changing any time soon.”