Will RIM’s Multiple Personalities Pay Off?
RIM isn’t looking down an open road. Other companies, such as VM Ware (NYSE:VMW), Citrix Systems (NASDAQ:CTXS), and Red Bend, are also working on the dual-persona technology. The market for technology related to personal devices used for work is predicted to more than double from 2011 to $181.4 billion by 2017. The dual-persona software alone could become a $1 billion market in the next 5 years.
RIM’s competition is dangerous for BlackBerry, as some software designers are trying to make the dual-persona software available on the more popular Android and iOS devices. However, RIM still has a trick up its sleeve for approaching the business world. Late last year, RIM set up 120 enterprise and government officials with a trial program to let them experience the new BlackBerry features and services — a move that could help snatch up sales to enterprises and governments before the competitors are ready.