Why RIM new focus on enterprise market won’t work

RIM’s efforts to appeal to consumers have failed. Consumers vote with their money; 1/3 of votes went to iPhone and half to Android. Having strong presence in enterprise RIM is re-focusing on retaining that enterprise market share and de-emphasizing consumer segment. It makes sense, right? Serving business customers has been RIM core competency and consumer appeal was a distraction from lucrative enterprise segment, the same time failed to attract new customers.

Unfortunately for RIM this is not going to be sustainable strategy. The main reason is the consumerization of IT where employees decide what device is brought to work. Executives and professionals are switching from BlackBerries to iPhones. Unless IT product is consumer-friendly it is not going to be successful in the enterprise.