BES10 as SAAS may be the key to gain markets no one targets today. More, I believe that "prosumers" will find value in a secure management and storage environment. BlackBerry added "affordable" and "easy" where the words "administrators" and "expensive " are the norm.
In the same move, they offer BYOD/MDM and enhanced security/privacy to enterprises/prosumers that would not even think about it.
Using carriers (T-mobile as a start) sales force where their team have been shrinking is also an unexpected trick, I must say : very, very well done. We were used to BIS V.S BES... now BlackBerry is offering a single high grade service, available for everyone, company or Joe. For the price of a coffee/month.
I for one would agree to pay much more than that to keep my mobile-related stuff in BlackBerry's safe. Anytime.