They should not try to be a better Apple than Apple.
Focus on their market.
(a) Be awesome at email (and therefore have keyboards.)
(b) Take phone calls.
(c) Integrate with your calendar.
(d) Have awesome instant messaging (BBM?).
(e) Be able to survive a 20 foot drop.
(f) Have excellent battery life.
(g) Be much cheaper than the iPhone/Android.
If you're a business, you want to be able to give everyone this type of device on their first day of work, all set up with everything. There should be no expectation of personal use and there should be every expectation that everyone in the company has and uses one.