BlackBerry’s pitch to get back into the warm embrace of corporate IT shops seems logical enough at first glance: We’re the most secure in mobile. Mobile is where all of your data and interactions are heading. Therefore you should give us all of your corporate business.

But when you take a closer look, the argument crumbles. It’s not going to arrest BlackBerry’s plummeting enterprise market share. 

BlackBerry still has some good selling points on the security front, and it hits all of those in the current campaign, arguing that BlackBerry phones have better security because they protect not just data, but voice, email and text communications as well. Of course, BlackBerry has cited security as its great differentiator for years, to no avail, and this new campaign probably wouldn’t have a chance of reverberating beyond its core markets in areas such as finance, healthcare and the military if that were the extent of the message. So BlackBerry, like a flailing politician far behind in the polls, turns to that old standby, fear. It cites headlines about cyberattacks, the implication being that BlackBerry phones could have saved the day. The problem is that — well, no. None of the security disasters cited involved cellphones at all. 

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