On BlackBerry's last quarterly conference call, CEO John Chen said that customers are responding well to the product plans that the company has shared with its enterprise customers. Chen described a customer base that is willing to wait to see what arrives from BlackBerry in November of this year.

Today BlackBerry was featured as the winning vendor in a new report from Strategy Analytics. I haven't yet had a chance to read the entire 54 page report, but it appears to be pretty detailed and analyzes most of the competition including Good, Airwatch, Mobile Iron and Citrix.

A press release with some good summary information on the report is included at the end of this post for your reading pleasure.

The report looks at two main scenarios. The first is companies building a enterprise mobile management (EMM) platform from scratch, while the second is a company migrating from BES 5 to either BES 10 or a competing solution. The analysis is conducted on a 5-year total cost of ownership (TCO) basis.

Strategy Analytics says that its report shows "BlackBerry offers an implementation and service package which is substantially cheaper than any of its competitors for the commercial grade EMM package", and goes on to describe how this isn't promotion-driven, but instead based on the single package pricing that BlackBerry offers.

Here's the big picture conclusion provided in the executive summary:

"Overall, Strategy Analytics findings suggest that BlackBerry is a strong choice for companies seeking lowest cost of ownership, particularly when there is also a need for a high level of trusted security. On intangible cost factors, no single player can claim to have achieved leadership across all areas. "

In the case of upgrading to BES 10 from BES 5, BlackBerry scores points in the TCO study because of the EZ-Pass program and by providing BES 10 software at no cost. They're also providing free licenses on BES 10 when a customer can show they've purchased a license from another MDM vendor. So BlackBerry is being aggressive.

Strategy Analytics calculates that it's significantly cheaper to migrate from BES 5 to BES 10 instead of migrating to any of the competing products, as shown here:

Hopefully BlackBerry will get some mileage out of this report. At least they are asking potential customers to opt-in (with name, email, phone number) to download a copy of it. I just can't help but think they'd get even more mileage if they did something a bit more interactive and personal instead of tossing a massive white paper at their audience.

I think the enterprise sales team would do well to read a copy of Chet Holmes, "The Ultimate Sales Machine". They'd be able to take this TCO report idea and leverage it into a actual sales with more effect.

Here's the full press release:

Editors Note: There are 2 figures accompanying this press release.

WATERLOO, ONTARIO--(Marketwired - May 8, 2014) - BlackBerry Limited (BBRY)(BB.TO), a world leader in mobile communication, today announced that BlackBerry® Enterprise Service 10 (BES10) is the most cost effective multi-platform enterprise mobility management solution, according to a report by the global market research firm Strategy Analytics.

"Our detailed report found that the pricing offered by BES10 creates a lowest-cost migration path from a TCO perspective", said Andrew Brown, Executive Director, Enterprise Research at Strategy Analytics. "We attribute this to multiple factors, including the Enterprise Server License Trade-up program, the impact of BlackBerry Software Assurance across its Advanced and Premium support categories, and new tiered support categories."

The Strategy Analytics report, "Enterprise Mobility Management: A Review of Total Cost of Ownership,"1 found that BES10 is the lowest cost Enterprise Mobility Management (EMM) solution based on a five year total cost of ownership (TCO). Migrating from BlackBerry Enterprise Server 5 (BES5) to a BlackBerry competitor is, on average, more than double the cost over five years than migrating from BES5 to BES10. The Strategy Analytics report went on to note that the "all inclusive" nature of the BlackBerry offering provides a tangible cost advantage which is then sustained throughout the TCO period.

"BlackBerry customers consistently tell us that cost, coupled with world-class security, is a top priority when choosing a multi-platform mobility management partner," said John Sims, President, Global Enterprise Solutions, BlackBerry. "The report exemplifies why BlackBerry is the only company that can support the full range of EMM requirements, from the most secure to the most open BYOD environments. Customers also recognize the additional security provided from our global NOC infrastructure. No other company has this range of capabilities and we will work diligently to earn the trust of enterprise customers globally."

Strategy Analytics analyzed the TCO of each solution and took into consideration multiple cost drivers, implementation, support and payment scenarios for enterprises migrating from BES5 to BES10 or to other mobility management platforms, as well as enterprises adopting an EMM solution for the first time.

Based on the report, BlackBerry ranked the strongest in these categories:

  • Lowest TCO for commercial EMM deployments: BlackBerry offers an implementation and service package that is substantially cheaper than any of its competitors for the EMM package. (See Figure 1)
  • Lowest TCO for EMM deployments in regulated and high-security environments: Even in a fully regulated environment where BlackBerry offers the highest form of security, it also proves to be the lowest cost solution based on a five year TCO.
  • Highest security: CIOs and IT decision makers listed BlackBerry as the most secure solution. The report concluded that competitors do not offer the same level of IT policies and compliance controls as BlackBerry and cannot deliver a similar end-to-end security model.
  • Scope of EMM capabilities: BES10 offers the most comprehensive set of capabilities for the broadest range of customers, including regulated, enterprise and SMBs. (See Figure 2)

BlackBerry EZ Pass Migration Program Gains Momentum

Customers are realizing the benefits and cost savings of the recently launched BlackBerry program, which provides free license migration and support for BlackBerry customers to move from BES5 and other MDM platforms to BES10.

Since the program launched on March 31, 2014, more than 800,000 BES10 client access licenses have been issued to customers worldwide. The enterprises participating in the program represent a cross-section of industries from financial services and healthcare, to telecommunications and government organizations. Migrations to BES10 include customers using other MDM vendors such as AirWatch, MobileIron and Good Technology.

The BlackBerry EZ Pass migration program is designed to help customers take full advantage of the BES10 multi-platform solution by seamlessly migrating from BES5 and includes access to BlackBerry's technical support services.

For more information about the BlackBerry EZ Pass migration program, please visit: www.blackberry.com/ezpass. For more information about BES10, please visit: www.bes10.com.

For more information about the Strategy Analytics report, please visit www.blackberry.com/tco.

To view the figures accompanying this press release, please visit the following links:

Figure 1: http://www.marketwire.com/library/20140508-BBRYFIG1800.jpg

Figure 2: http://www.marketwire.com/library/20140508-BBRYFIG2800.jpg