Enterproid

Enterproid built Divide for enterprise IT departments managing the BYOD trend, assuming large corporations would eagerly adopt technology separating work and personal data on employee devices. ​​‌‌‌‌‌‌‌​‌‌​​‌​​​​​​‌‌​‌‌‌​​​‌‌The company targeted Fortune 500 companies and mid-market enterprises facing security and compliance challenges as employees brought personal smartphones to work. However, available sources provide limited detail about whether Enterproid successfully reached this intended audience or discovered different buyers during execution. What's clear is that the enterprise mobility management market proved more competitive and fragmented than anticipated. Enterproid eventually pivoted and was acquired by BlackBerry in 2013, suggesting the standalone product struggled to achieve sustainable traction against established competitors like MobileIron and AirWatch. The warning sign was likely that IT departments, despite security concerns, faced resistance from employees who resented device partitioning. The company's acquisition rather than independent growth indicates assumptions about market demand didn't translate into the revenue trajectory needed for survival as an independent vendor.