the mobile challenges Microsoft ( MSFT) faces. I have to give the great John Paczkowski of All Things D credit for scoping out the IDC data before I did and writing a strong article around it. He points out that Apple ( AAPL) crushed RIM years ago in the consumer market. And, according to IDC's research, "Apple iOS devices are being brought into the enterprise in droves, both by corporate and employee purchase." In terms of volume, IDC expects iOS to be the number operating system deployed by enterprise by the end of the year. I recall with laughter the debates I had with RIMM bulls last year. They sheepishly ceded failure in the consumer market, but refused to give even a little vis-a-vis the enterprise. Their main point: IT departments would never allow Bring-Your-Own-Device to take hold because of security concerns.
My retort: IT geeks are nobodies within most companies, particularly big ones with lots of employees and SVPs, presidents and CEOs who are millionaires and billionaires. They have no say. They are told what to do and when to do it. Their job is to get it done. Be seen, not heard. You don't see this scene much anymore: A person in line at the coffee shop fumbling around with two phones. It used to be a common occurrence here in Southern California -- BlackBerry ringing in one hand, iPhone in the other. There was no way that mess was going to continue. And it didn't. Enterprise now orders iPhones ( and iPads by the thousands for their workforces. Heck, at Yahoo! ( YHOO), CEO Marissa Mayer noted that the company would move away from BlackBerries and subsidize smartphones for its employees. When Mayer speaks, you should listen: The BlackBerry isn't even a smartphone!. Yet, bulls on Wall Street actually expect RIM to be able to buck this trend when BlackBerry 10 comes out next year? Do they realize what an inane claim and flimsy case this is? Apple set off a mega-trend -- a shift of just mind-blowing, epic proportion -- when it chewed RIM up, took its time digesting it and spit it out. You don't just reverse that -- as in beat back the power and utility of iOS -- overnight with a new product we know very little about. Even if RIM rolls out a solid line of phones, which it usually does, it likely will not matter. These analysts are missing on RIM the same way many people miss on mobile. They do not understand the magnitude of what these phenomena are all about. Just as the uptake to mobile monetization on new media platforms will not hit full speed overnight, any traction a deadweight such as RIM gets against Apple will come slowly and not very surely, if it even comes at all. Follow @rocco_thestreet --Written by Rocco Pendola in Santa Monica, Calif.