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????CrackBerry的傳奇繼續(xù)流傳，盡管該設(shè)備稱霸企業(yè)級(jí)市場(chǎng)的日子已經(jīng)一去不返,。隨著iPhone和基于Android平臺(tái)的智能手機(jī)份額增長(zhǎng),，RIM（Research in Motion）的前景看來(lái)不妙，但有件事情是確定的,，那就是假如RIM存活下來(lái),，那也不是因?yàn)樗现馨l(fā)布的某款新設(shè)備。

????在年度股東大會(huì)上,，RIM公布了7款計(jì)劃在黑莓7（Blackberry 7）操作系統(tǒng)上發(fā)布的設(shè)備,，這一系列設(shè)備以Bold 9900和Torch 2為首。這7款設(shè)備也許能暫時(shí)減緩RIM迅速丟失市場(chǎng)份額的趨勢(shì),。然而,，在其核心市場(chǎng)——企業(yè)用戶——中,，RIM面臨一個(gè)更嚴(yán)重的危機(jī)：各公司發(fā)現(xiàn)換用iPhone或Android手機(jī)越來(lái)越容易。受到來(lái)自雇員的壓力,，那些原本只支持黑莓設(shè)備的IT部門,，正迅速轉(zhuǎn)向業(yè)內(nèi)人稱的BYOD（Bring Your Own Device，帶你自己的設(shè)備來(lái)）的系統(tǒng),。

????據(jù)科技調(diào)研機(jī)構(gòu)MGI Research稱,，目前約有30%的公司向雇員提供全額補(bǔ)償，讓他們自己選擇用于工作目的的智能手機(jī),；15%的提供部分補(bǔ)償,；而僅有45%的提供公司選擇的手機(jī)。這些數(shù)字自2009年以來(lái)發(fā)生了重大變化,，當(dāng)時(shí)提供每種補(bǔ)償?shù)墓菊急葍H有10%,。

????作為企業(yè)設(shè)備領(lǐng)域的元老公司，RIM如今正在節(jié)節(jié)敗退,。研究及咨詢公司Sepharim Group的鮑勃?伊根表示,，當(dāng)員工告訴IT部門，他們想要最新最流行的智能手機(jī)時(shí),，“他們談?wù)摰膶?duì)象絕非RIM,。RIM正在努力重回賽場(chǎng)，變得酷起來(lái),?！?/p>

????雖然RIM在財(cái)報(bào)中并未單獨(dú)列出企業(yè)市場(chǎng)銷售額，但其上季度總體利潤(rùn)僅為6.95億美元,，比前一季度的9.34億美元大為下降,，比起去年同期的7.69億美元也遜色不少。盡管分析師們承認(rèn)RIM目前仍是企業(yè)市場(chǎng)的黃金標(biāo)準(zhǔn),，但蘋果正在這片市場(chǎng)中迅速走強(qiáng),。今年1月，德意志銀行（Deutsche Bank）的證券研究部門公開(kāi)叛逃至iPhone陣營(yíng),，而最近據(jù)傳其它公司也在策劃轉(zhuǎn)投蘋果iOS的懷抱,。早在去年夏天，美國(guó)電話電報(bào)公司（AT&T）就宣稱,，該公司每10部iPhone里就有4部被賣給了企業(yè)用戶,。

????值得贊許的是，RIM已經(jīng)看到了這種趨勢(shì),。該公司電子郵件與管理平臺(tái)部高級(jí)副總裁皮特?德文伊表示：“我們意識(shí)到BYOD并不只是一時(shí)的‘潮流’,，我們必須要重視這種情況。”

????在上周的股東會(huì)議上,，面對(duì)投資者對(duì)蘋果入侵企業(yè)市場(chǎng)的擔(dān)憂,，RIM聯(lián)合首席執(zhí)行官吉姆?巴爾斯利言辭激烈地聲明，“我們比任何人都更了解企業(yè)客戶,?！?/p>

????伊根稱，巴爾斯利的回答證明,，RIM只是在撿投資者喜歡的話說(shuō),。這種對(duì)RIM的冷嘲熱諷同樣彌漫于華爾街。在3月份時(shí),，RIM的股價(jià)還在60美元以上,，不過(guò)隨后就開(kāi)始高臺(tái)跳水，到6月末時(shí),，已經(jīng)跌破30美元,。

????瑞士銀行（UBS）的分析師們?cè)谥芏臅?huì)議之后向客戶警告稱，“我們目前尚不清楚,，RIM會(huì)采取何種長(zhǎng)效措施以遏制Android和iOS在個(gè)人消費(fèi),、企業(yè)和國(guó)際市場(chǎng)的壯大?！?/p>

????來(lái)自投資與資產(chǎn)管理公司Needham and Company分析師的評(píng)論則更為尖銳,，他們?cè)艘巡粡?fù)存在的美國(guó)計(jì)算機(jī)公司Digital Equipment和軟件公司Lotus Development的例子，將RIM定性為“除非證明清白,，否則就是有罪”,。

重振雄風(fēng)，再戰(zhàn)企業(yè)市場(chǎng)

????RIM正在努力打消大家的疑慮,，證明自己有實(shí)力再創(chuàng)輝煌,，該公司目前的企業(yè)策略關(guān)鍵在于“單一界面管理系統(tǒng)”。德文伊解釋稱,，RIM的策略是向企業(yè)推出跨平臺(tái)的企業(yè)解決方案,。他表示，一些企業(yè)客戶的員工正在工作中使用搭載iOS和谷歌Android系統(tǒng)的設(shè)備,，而RIM正是迎合了這些企業(yè)的需求,。通過(guò)RiM的單一界面管理系統(tǒng)，IT部門無(wú)需運(yùn)行多種支持程序,，就能集中管理各種設(shè)備。

????德文伊還表示,，企業(yè)客戶正被黑莓Balance等產(chǎn)品所吸引,，該產(chǎn)品巧妙地將手機(jī)劃分為企業(yè)和個(gè)人兩個(gè)層面，能充分滿足金融家和律師等雙機(jī)族人士的需求,。這種劃分提供了安全保障：例如,，用戶無(wú)法將數(shù)據(jù)從公司層中拷貝到個(gè)人Gmail賬戶里,。但德文伊稱，用戶在日常使用中基本無(wú)法察覺(jué)到這種劃分,。

????RIM同時(shí)還計(jì)劃發(fā)布基于云計(jì)算的黑莓企業(yè)服務(wù)器,，它將給予企業(yè)如同內(nèi)部服務(wù)器一樣的安全保障，而無(wú)需再負(fù)擔(dān)額外資源,。

????RIM認(rèn)識(shí)到平板電腦是企業(yè)級(jí)市場(chǎng)主要的機(jī)遇所在,，而德文伊指出RIM正在為平板電腦PlayBook開(kāi)發(fā)企業(yè)軟件（Balance將于今夏晚些時(shí)候面世）。不過(guò),，這款平板電腦的第一版反響平平,，可能對(duì)其后繼產(chǎn)品造成壓力。

????RIM正大力宣傳這些設(shè)備,，以期再現(xiàn)其作為消費(fèi)者市場(chǎng)領(lǐng)跑者的輝煌,，然而，其未來(lái)在于企業(yè)級(jí)市場(chǎng),。伊根承認(rèn),，擴(kuò)展黑莓的企業(yè)服務(wù)和功能是明智之舉?！暗麄?nèi)栽趯⑵渥鳛榇碳ず谳O(shè)備銷售的激勵(lì)手段,。”

????譯者：項(xiàng)航

????The legend of the CrackBerry lives on, even as the days of the device's corporate ubiquity have faded to black. As iPhone and Android-based smartphones gain ground, Research in Motion's future looks murky, but one thing is certain: If RIM survives, it won't be because of one of the devices it announced last week.

????At its annual shareholder meeting, RIM unveiled a line of seven planned devices on the Blackberry 7 Operating System, starting with the Bold 9900 and Torch 2. Those seven devices might slow RIM's rapid loss of market share temporarily. Yet within its core market -- corporate users -- RIM faces a more dangerous crisis: Companies are finding it increasingly easier to switch to iPhones and Android phones. Under pressure from employees, IT departments that previously supported only BlackBerry devices are rapidly switching to a system known in the industry as "BYOD:" Bring Your Own Device.

????According to MGI Research, about 30% of companies now offer full reimbursement for employees to use the smartphone of their choice for work purposes; 15% offer partial reimbursements, while only 45% provide company-issued phones. Those numbers have changed significantly since 2009, when only 10% of companies issued each type of reimbursement.

????As the elder statesman of corporate devices, RIM stands to lose the most this shift. When employees tell their IT departments they'd prefer to use the latest, most popular smartphone devices, "those conversations are not about RIM," says Bob Egan of the research and consulting firm Sepharim Group. "RIM's struggle is to get back in the game, to get cool."

????RIM doesn't separate enterprise sales in its financial statements, but its total income for the last quarter was $695 million, down from $934 million the previous quarter and $769 million for the same quarter last year. Analysts acknowledge that RIM (RIMM) remains the gold standard in the enterprise for now, but Apple is gaining traction in the corporate world. In January, the equity research department of Deutsche Bank publicly defected to the iPhone, and other companies have been recently rumored to plot a switch to Apple's (AAPL) iOS. As early as last summer, AT&T claimed that 4 out of 10 of its iPhone sales were to enterprise users.

????To its credit, RIM can see that writing on the wall. "We recognize that BYOD is not a fad," says Pete Devenyi, senior vice president of email and management platforms. "It's something we have to focus on."

????During the shareholder meeting last week, co-CEO Jim Balsillie had fighting words for investors concerned about Apple's inroads in enterprise, declaring, "We understand enterprise customers better than anyone."

????This answer is evidence that RIM is merely telling investors what it thinks they want to hear, says Egan. Such cynicism dominates Wall Street's position as well. RIM's stock traded above $60 this year until March, when it began a rapid descent, falling below $30 by late June.

????UBS analysts followed Tuesday's meetings with a note to clients warning "it is unclear to us what RIMM does on a sustainable basis to stem the rising Android and iOS tide in the consumer, enterprise, and international markets."

????That's not as harsh as analysts at Needham and Company, who labeled RIM "guilty until proven innocent," invoking the ghosts of Digital Equipment and Lotus Development.

Reenergizing the enterprise effort

????While RIM struggles to overcome skepticism about its ability to produce another winner, the key to its enterprise strategy lies in a "single pane of glass." That's how Devenyi explains RIM's strategy for offering the company's enterprise solutions across multiple platforms. He says RIM listened to its corporate customers who faced demand from employees to use iOS and devices on Google's (GOOG) Android OS in the workplace. Through the RIM pane of glass, IT can centrally manage a range of devices without having to run multiple support programs.

????Devenyi says corporate customers are drawn to products such as BlackBerry Balance, which does away with the two-phone financier or lawyer by subtly dividing the user's device into corporate and consumer sides. While such a division provides security -- you can't copy data from the corporate side and paste it into your Gmail account, for instance -- Devenyi claims the divisions will be largely unnoticeable in daily use.

????RIM also plans to offer a cloud-based version of its BlackBerry Enterprise Server – giving companies the same safety as an internal server, but without the tax on resources.

????RIM recognizes that tablets are a major area of enterprise opportunity, and Devenyi points to enterprise software in development for the PlayBook (Balance will arrive later this summer). Still, the lukewarm reception to the first version of the tablet might put the pressure on its successors.

????While RIM revs its engines to promote devices in the hopes of recapturing its days of consumer market leader glory, its future lies in the enterprise. Egan acknowledges that expanding BlackBerry's enterprise services and features is a good move. "But they are still using it as a carrot to buy BlackBerry devices."