Apple: It's business, it's business time

Jobs is finally getting ready for the iPhone to mean business.

In its first eight months, the iPhone has been mostly a consumer phenomenon in the U.S. Apple has pitched the device by showing off its iPod capabilities, or how to search the Web for restaurant reservations and car prices, or update your status on Facebook. But next week Apple plans to show off some "exciting new enterprise" features for the iPhone, which will presumably make it easier for those of us who can't push the CIO around to use our iPhones as tools for work.

The groundwork for this movement has been taking place for some time. When Apple CEO Steve Jobs announced plans to bring out a software development kit for the iPhone in October, that paved the way for companies developing enterprise software applications--decidedly not Apple's strength--to move those applications to the OS X operating system that runs the iPhone. Also, earlier this year AT&T began allowing iPhone users to sign up for business accounts, after requiring them to use personal accounts in the early days of its service.

It's not hard to imagine that a wide variety of previously skeptical iPhone customers would take a second look at the product if they realized they could use it for both work and play. The first people who widely adopted smartphones were business executives, who wanted products like Research in Motion's BlackBerry so they could have access to corporate e-mail while traveling. Phones based on Microsoft's Windows Mobile, with its ties to the Exchange e-mail software, the Office suites, and the Windows desktop, were also able to exploit the business community's need for a mobile office.

Apple's first attempt at a smartphone came from a totally different place. The company swung for the fences, and connected, with its focus on consumer-friendly features like the touch-screen user interface and videos. People who had never even considered a smartphone were drawn to the iPhone, and they made the iPhone the third-best selling smartphone in the world during the fourth quarter, only the second full quarter it was available.

So now, after demonstrating that people like their iPhones, Apple has a chance to show how practical a device it can be as well. The release of a few influential enterprise applications could provide a reason for holdouts to take the iPhone plunge, or a reason for current iPhone users to upgrade once the 3G iPhone arrives.

Most notably, the iPhone currently doesn't fully support widely used e-mail software such as Microsoft's Exchange or IBM's Lotus Notes, making it much more difficult to get the IT department to support push e-mail to your iPhone the way they would a BlackBerry or a Treo. The iPhone can work with Exchange servers with some configuration changes, but that's not something that is widely supported inside IT departments that aren't located at One Infinite Loop, Cupertino, Calif.

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