Dell could win with enterprise-grade smartphone

The Wall St. Journal reported that Dell is busy working on its own smartphone contenders, at least one of which is based on Google's Android OS. But the smartphone marketplace is already full of strong competitors, including Apple, Microsoft, Palm and Google. How can a smartphone laggard like Dell hope to compete? By doing what it always does--catering smartly to the enterprise.

CNET's Matt Hickey posits that Dell might be able to lure enterprise users by offering some kind of software link between its ubiquitous Dell enterprise servers and its new smartphone. He says the link would be similar to what RIM offers in its Blackberry Enterprise Server (BES), but it would offer:

... more compatibility with the Dell ecosystem many businesses already have. And better package deals on hardware when you buy everything together.

So Dell would be able to leverage its installed base of servers and PCs to offer better enterprise-level smartphone integration at a better price--not a bad idea. But to really mark its place in the enterprise smartphone arena, however, Dell should also consider the following:

* Unlocked bare-bones phones. This is where Dell can bring their PC expertise to bear. Enterprises like to choose their carriers based on coverage, not phone models. They also like to determine exactly which applications and options are activated for which users--and which are not. If Dell can let enterprises customize their phones just like they customize their PCs, they will have a huge leg up in the enterprise world.

* Security. This is where RIM's BES shines. Enterprises need a central console where they can manage everything from ensuring users set strong passwords, to enforcing encryption, to handling remote wipe and lockout--and if enterprise IT can get remote access to the device for troubleshooting, so much the better.

* Integration. Like Hickey says, enterprise integration will be key. If IT staffers can buy--and manage--their smartphones the same way they currently manage PCs, that will go a long way to getting Dell a big smartphone play in the enterprise.

Of course, there is no way to tell how Dell will approach its entry into the smartphone market. It's track record is not all that great. Remember the Dell DJ MP3 player or its Axim pocket PC? Dell was late to both markets and proferred anemic competitors that though cheap, couldn't hold their own.

But if Dell sticks to what it knows, it may just be able to deliver an enterprise smartphone winner.

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