Blast from the past: BlackBerry’s Hans-Peter Bauer on company’s pivot

If you’re old enough to remember BlackBerry phones, then you might have fond memories of the company’s famous keypads and ‘BBM’ messenger.

The Canadian company, though, went through a serious rough patch after Steve Jobs unveiled the first iPhone to the world back in 2007. As a phone brand, BlackBerry struggled to compete with the tidal wave of touchscreen phones that would flood the market, either from Apple or via vendors using Google’s Android operating system.

Amid the dust having settled and BlackBerry facing near-bankruptcy at one point, the company has since reinvented itself and pivoted towards providing the likes of Mobile Device Management (MDM) systems as part of its renewed enterprise focus.

In this interview with BlackBerry EMEA VP, Hans-Peter Bauer, we learn more about the company’s latest journey as well as his take on the Middle East market.

BlackBerry’s transition to software powerhouse has involved strategic shifts, a unchartered growth trajectory, and pioneering AI-based cybersecurity solutions

Hans-Peter Bauer, Senior Vice President EMEA at BlackBerry, sheds light on the tech giant’s transformative journey from hardware manufacturing to software innovation, with a particular emphasis on cybersecurity.

As BlackBerry navigates through a landscape of evolving consumer preferences and technological advancements, Bauer reveals insights into the company’s strategic shifts, growth trajectory, and pioneering efforts in AI-based cybersecurity solutions.

Q. Looking back, BlackBerry was a leader in communication, even establishing one of the earliest forms of cloud service with its iconic handsets. Could you walk us through this journey and how the company has since evolved?

BlackBerry’s journey is indeed captivating. Initially, we held a pioneering position in communication, and one could argue that our early handsets provided a rudimentary form of cloud service, with a suite of services supporting the handheld device.

However, as time progressed, the landscape changed significantly. While BlackBerry devices were prevalent in both consumer and business settings, the emergence of competitors offering sleeker designs and larger screens posed challenges. Our signature physical keyboard and compact screen, while beloved by many, struggled to compete with the broader appeal of touch-screen devices.

Recognising the need to innovate while catering to evolving consumer preferences, BlackBerry embarked on a transformative journey. We transitioned from being a hardware-centric company to focusing more on software solutions. By doing so, we expanded our reach beyond our own handsets, making our services available on various platforms such as Android and iOS.

While we bid farewell to manufacturing handsets, we preserved the core tenets of BlackBerry—security, reliability, and ease of use. Our customers could now enjoy the same level of service on a wider range of devices, including iPads, ensuring a more universal appeal.

Furthermore, recognising the diverse needs of our clientele, particularly in regions like the Middle East, we introduced solutions that allowed for on-premise server deployment. This addressed concerns regarding data sovereignty and regulatory compliance, offering customers greater control over their data while still benefiting from our robust security and reliability.

In essence, our evolution from hardware to software allowed us to adapt to changing market dynamics while staying true to our core values.

Q. How has the landscape of cybersecurity evolved, especially with the integration of artificial intelligence (AI)? And how does BlackBerry continue to stay ahead of emerging threats?

Security has always been at the forefront of BlackBerry’s offerings, and the integration of AI has significantly transformed the cybersecurity landscape. Traditionally, cybersecurity measures were reactive, responding to known threats. However, with the advent of AI, we’ve transitioned to a more proactive approach.

Our AI-driven cybersecurity solutions constantly learn and adapt, anticipating and mitigating emerging threats before they can cause harm. This proactive stance is crucial in combating the increasingly sophisticated tactics employed by cybercriminals, many of whom also leverage AI in their attacks.

Over the years, we’ve continued to innovate, with our AI-powered cybersecurity tools now in their seventh generation. These tools not only safeguard online communications but also extend protection to offline devices, such as laptops, desktops, tablets, and servers.

Furthermore, our commitment to innovation extends beyond cybersecurity. We’ve developed technologies that powers millions of cars worldwide, showcasing our ability to adapt and innovate across diverse industries.

In addition to our focus on cybersecurity, we’ve expanded our portfolio to offer comprehensive solutions that encompass secure communication, mobile device management, and even emergency communication systems. Our goal is to provide customers with integrated solutions that not only protect their data and communications but also empower them to respond effectively to unforeseen events.

Ultimately, our approach is rooted in leveraging the latest technologies while building upon our core strengths and expertise, ensuring that we remain at the forefront of cybersecurity innovation.

Q. How has this focus on cybersecurity impacted your growth in the region over the past five years?

The allocation of our company’s portfolio towards cybersecurity is indeed a significant aspect.

When we phased out hardware production, it necessitated a compensation strategy, redirecting our focus towards other business verticals. As a result, our balance sheet has maintained a semblance of stability.

One notable area of growth lies in our IoT business, particularly in sectors such as automotive and healthcare. Collaborating with industry leaders like BMW, we engage in multi-year partnerships to develop cutting-edge solutions. For instance, the inception of a new BMW model can take anywhere from three to five years, highlighting the long-term nature of our engagements. It’s conceivable that innovations borne from these collaborations may manifest in future products, like the next BMW model.

We’ve observed solid double-digit growth in regions like Asia, with growth rates reaching upwards of 30 per cent to 40 per cent. This growth trajectory, however, differs from traditional models characterised by steady consumer demand. Instead, we’ve adopted a partnership-driven approach, collaborating with stakeholders to shape future business prospects.

In terms of cybersecurity, our offerings extend beyond conventional solutions. Our Mobile Device Management (MDM) system, for instance, provides enhanced functionality, such as app validation and container technology. This technology, reminiscent of our legacy offerings, ensures stringent data security measures across personal and professional domains.

Despite the paradigm shift from hardware to software, our commitment to innovation remains steadfast. Leveraging artificial intelligence (AI), we’ve pioneered AI-based cybersecurity solutions, marking us as a frontrunner in the industry. With seven generations of AI technology under our belt, our systems boast unparalleled maturity, fortified by years of machine learning integration.

Q. Recent trends indicate cybercriminals targeting smaller businesses with broad-scale attacks. How does BlackBerry address these challenges?

The evolving threat landscape necessitates heightened vigilance, particularly for smaller businesses vulnerable to cyberattacks. Cybercriminals increasingly target them due to the relative ease of exploitation. In response, BlackBerry advocates a multi-faceted approach to cybersecurity, encompassing both proactive measures and robust defence mechanisms.

While investing in cybersecurity solutions is imperative, fostering a culture of security awareness among employees is equally vital. Education, regular updates, and adherence to best practices can significantly mitigate risks.

Furthermore, collaboration with trusted partners and leveraging advanced technologies like AI are indispensable in safeguarding against emerging threats.

Small businesses must prioritise cybersecurity as a fundamental aspect of their operations, not merely an afterthought. By adopting a proactive stance and embracing innovative solutions, they can fortify their defences against cyber threats. The future of threats is online and not offline.