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Sector RoadMap: Enterprise mobility management

Cormac Foster

a mobile report

Sector RoadMap: Enterprise mobility management10/15/2013

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY

2. INTRODUCTION

3. DISRUPTION VECTORS

a. Platform proliferation

b. Continued distribution of the enterprise

c. Compliance, risk, and governance

d. Value-driven metrics

e. EMM as IT management

4. COMPANY ANALYSIS

a. AirWatch

b. Apperian

c. Citrix

d. Good Technology

e. MobileIron

f. Additional EMM vendors

5. OUTLOOK

6. KEY TAKEAWAYS

7. APPENDIX A. EXTENDED VENDOR ANALYSIS

8. ABOUT CORMAC FOSTER

9. ABOUT GIGAOM RESEARCH

10. COPYRIGHT

Sector RoadMap: Enterprise mobility managementThis PDF prepared for: neilschuster ([email protected])

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Broadly speaking, enterprise mobility management (EMM) is the collection of tools necessary to allow businesses to deploy, secure, and manage policies, devices, and applications for a mobile workforce. This Sector RoadMapTM surveys the current landscape of EMM tools, predicts the impact of anticipated disruption vectors on the marketplace, and examines the possible suitability of different approaches of tool vendors in the near future.

For our analysis of the EMM space, we have chosen five key trends (or disruption vectors) that will disrupt the marketplace in the coming 24 months. These vectors are platform proliferation (the single-most-critical vector); continued enterprise distribution; the increasing importance of compliance, risk, and governance; the emergence of EMM as an IT management system; and the demand for value-driven metrics.

As businesses respond to these vectors, they will create opportunities for vendors to meet their new set of needs and, ultimately, compete for market share. This report will outline these disruption vectors, weigh their relative importance to the overall market, and examine which vendor strategies and toolsets will be best able to adapt.

Enterprise Mobility Management vendors scored against disruption vectors

Source: GigaOM Research


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http://pro.gigaom.com/wp-content/uploads/2013/10/MobilityManagementUber.jpg

Key findings in this Sector RoadMap include:

EMM addresses an entirely new set of challenges.

The market is changing so fast and user requirements are so unique and fluid that there is rarely one best provider.

Currently vendors such as AirWatch, Citrix, and MobileIron appear best positioned to address the widest range of concerns from a single source.

Successful EMM solutions will require a blend of mobile device management (MDM) and mobile application management (MAM) tools, often from different vendors.

The next 24 months will see additional partnerships and consolidation in the industry, as well as an increase in the popularity of managed mobile service providers.


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Introduction

Mobility introduces several types of variability into the enterprise, and EMM responds to a unique set of management concerns surrounding these variables. Mobile networks (and, to a lesser extent, devices) operate beyond the IT department’s control, creating new types of potential security holes. Device form factors and operating systems evolve far faster than those of more-established computing platforms, fundamentally altering device usage on a regular basis. Device ownership and carrier relationships, meanwhile, complicate provisioning. Finally, the new expectations of mobile users themselves create the greatest challenges and threats, as users circumvent or simply ignore mobile tools they find cumbersome. Traditional systems-management tools and processes are entirely unable to manage these concerns.

MDM vs. MAM

The core of any EMM solution is end-point management. The two dominant and hotly debated management approaches utilized by EMM vendors differ in their definition of the end point. Mobile device management (MDM) focuses on managing the security and behavior of a physical device, while mobile application management focuses on the applications residing on that device. Each approach is better suited to a given component of an EMM solution, though the two work best in concert. For example, while MAM technologies can lock down an app’s ability to copy or forward data, MDM would be more appropriate to analyze hardware failures or determine whether the device running an app has been rooted or jailbroken.

Common MDM features include:

Full or selective remote wiping

Remote locking

Selective disabling of connection types (e.g., Wi-Fi, Bluetooth, carrier data plans), cameras, and peripherals

Device-level policy compliance (e.g., password protection)

Over-the-air (OTA) application provisioning

OTA device diagnostics and troubleshooting

Common MAM features include:

Custom enterprise app stores

Application blacklisting or whitelisting


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App wrapping (adding management or security policies to existing applications)

Software development kits (SDKs) that allow developers to build management policies into application code

Management of application access permission

Monitoring of application usage

Secure sandboxed application containers

Despite some vendors’ contentions that MDM is dead, it remains a viable approach to many mobility problems, and it will continue to be for the foreseeable future. The chart below shows that while MAM and related technology adoption will rise sharply in the next 24 months, MDM remains firmly entrenched within enterprises, will continue to become more so, and will coexist with MAM.

EMM implementation plans: “Which of the following mobile security solutions do you use or plan to implement?”

Source: GigaOM Research’s second-quarter 2013IT buyers survey

However, MDM’s role will continue to adjust as enterprises experiment with a wider range of tools. Several years ago, businesses used MDM as a blunt tool to address all mobility-management concerns, and doing so required oppressive, draconian control of user devices. When MAM offerings presented less-intrusive alternatives, IT embraced them where they were appropriate. The mainstream MDM market is also becoming more commoditized, with high-end vendors differentiating on breadth of device coverage and advanced features, both of which require large amounts of development resources. Still, the MDM and MAM approaches each complement the other, evinced by nearly every vendor in the space building or partnering its way into offerings on both sides of the aisle.


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http://pro.gigaom.com/report/second-quarter-it-spending-analysis-and-outlook/


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Disruption vectors

For our analysis of the EMM space, we have identified five key trends (or disruption vectors) that will disrupt the marketplace in the coming 24 months. As businesses respond to these vectors they will create opportunities for vendors to meet their new set of needs and, ultimately, compete for market share. This report will outline these disruption vectors, weigh their relative importance to the overall market, and examine which vendor strategies and toolsets will be best able to adapt.

Below is a graphical depiction of the relative importance of each of the disruption vectors that GigaOM Research has identified for the EMM marketplace. We have weighted them in terms of their relative importance to one another. These vectors represent the areas in which companies will successfully or unsuccessfully leverage large-scale disruptive shifts over time to help them gain market success in the form of sustained growth in market share and revenue.

Relative importance of Enterprise Mobility management disruption vectors


Platform proliferation: 25%

Enterprise distribution: 20%

Compliance, risk and governance: 20%

Value-driven metrics: 20%


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http://pro.gigaom.com/wp-content/uploads/2013/10/MobilityManagementVectors.jpg

EMM as IT management: 15%

Key: Weighting sums to 100%

Source: GigaOM Pro, October, 2013]

Below is a visualization of EMM vendors that represent different strategies and strengths and their scores relative to the other vendors, mapped to the five disruption vectors. GigaOM Research’s analysis process assigns a company a 1–5 score for each vector. The combination of those scores and the relative weighting and importance of the vectors drive the company index across all vectors. The graphic illustrates seven companies.

Enterprise Mobility Management vendors scored against disruption vectors

Key: Number indicates company’s strength across all vectors; size of ball indicates company’s relative strength along individual vector.



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http://pro.gigaom.com/wp-content/uploads/2013/10/MobilityManagementUber-e1381871673891.jpg

Platform proliferation

While the mobile industry may, after a time, consolidate around a manageable set of vendors, the number of platforms those vendors produce will continue to grow.

Hardware platforms

The definition of a mobile device will continue to evolve. Wearables such as the Galaxy Gear and the Sony SmartWatch are currently little more than second screens for smartphones, but they still access sensitive information, and future versions will process and store more data locally. Google Glass has already earned a place in heavy industry, and it may work its way into the mainstream enterprise. And customizable hybrid devices like the Surface Pro and HP ElitePad continue to blur the lines between established device categories.

Operating systems

IOS and Android will remain the dominant mobile operating systems for smartphones, but Windows Phone could grow into a strong third option. Tizen may have legs in Asian markets, and despite lagging sales of the new Blackberry 10 OS, the Blackberry platform will remain important. Many IT departments have shown a willingness to embrace Windows-based tablets due to their compatibility with existing Windows architectures, so they may prove a more immediate challenger to iOS and Android devices. Additionally, unless they limit support to a single handset, enterprises will be managing a number of different versions of each OS.

Applications

The application landscape will reflect this hardware and OS diversity. Enterprises will need to develop and support a widening range of business applications, including multiple concurrent versions of native and hybrid apps as well as HTML-based apps. In some cases, these will run side by side, and each app will require its own life cycle management, from specification and source-code versioning through deployment, monitoring, and retiring.

A focus on application management and an ability to scale will differentiate the vendors best suited to adapt to proliferation. Finding common ground in such a chaotic space is key, and securing applications via app policy wrapping, secure containers, or (to a lesser extent) MAM SDKs on as many operating systems as possible is far more scalable than attempting to lock down behaviors at the device level.

While application management is the biggest hedge against proliferation, device management will continue to play a role, and the degree to which vendors can keep up will largely be determined by their available resources. Vendors that choose to offer more than commodity-level device-management


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http://pro.gigaom.com/report/forecast-global-mobile-operating-systems-2012-2017/

http://pro.gigaom.com/report/the-cross-platform-mobile-app-advice-for-enterprise-developers/

services will require deep relationships with hardware vendors and large, fast-moving development teams. While this sort of high-cost, high-value responsiveness will rarely pay in typical enterprise contracts, it may be of interest to large contracts in government, health care, and other highly regulated industries for which device-level security outside specific applications is of paramount importance and worth a premium.

Continued distribution of the enterprise

As discussed in GigaOM Research’s Sector RoadMap: work media tools in 2012, the workplace of the future will become more distributed, with greater reliance on contractors, part-time labor forces, and team- and task-hopping throughout the workday. Increasingly, the personal computers (typically laptops), tablets, and mobile phones used to access enterprise content by general knowledge workers will be employee-owned or -operated and managed by business partners. Since enterprises will need to retain accountability and security over their own corporate data, the ideal solution calls for discrete containerization technologies that can allow IT to manage and provision applications without regard to hardware profiles or other application-installed applications. App wrapping will also play a significant role, and services that support laptops will substantially ease IT’s provisioning and management burden.

Compliance, risk, and governance

The WikiLeaks scandal, high-profile hacks of data aggregators, and a search for accountability in the latest financial crisis have increased the prominence of compliance, risk, and governance (CRG) in the past several years. Still, few IT departments have traditionally considered mobility a priority in their CRG efforts. Over the past 12 months, however, that perception has changed considerably. As more enterprises move mobile app deployments beyond email and calendaring over the next two years, mobility will become the first consideration of many compliance efforts.

In this regard, the medical industry is ahead of the curve. For one CTO of a health care provider we spoke to, mobility is the company’s “single biggest opportunity and single biggest risk.” The CTO noted that his entire business is founded on providing sensitive, regulated information to field workers on potentially insecure mobile devices over a variety of networks. He added that one of his company’s applications was actually classified by the FDA as a mobile device, further increasing scrutiny.

For the applications it develops in-house, the company integrated application management through an SDK, but it also employs a variety of other technologies, including containerized email and calendaring applications, app wrapping for third-party applications, and MDM for device monitoring and wiping. While somewhat extreme, this reflects the type of multitool approach most regulated businesses will require in the near future. This is also reflected in the redundancies of EMM vendors’ marketing pitches, which often claim overlapping clients in highly regulated industries such as banking, pharma, and


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http://pro.gigaom.com/2012/09/sector-roadmap-work-media-tools-in-2012/

http://www.bbc.co.uk/news/technology-24284277

http://www.fda.gov/MedicalDevices/ProductsandMedicalProcedures/ConnectedHealth/MobileMedicalApplications/default.htm

government.

Since each industry and business has such different requirements, there is no single success vector in CRG. Rather, the best-suited vendors will offer a wide range of tools, a common interface with well-documented APIs for export to a variety of consoles, and strong relationships with consulting agencies and SIs. This category also favors incumbents with existing implementations in regulated industries, since proven performance will encourage necessary participation from the services sector.

Value-driven metrics

More-mature technologies such as desktop PCs carry a known amount of capability and risk that changes only incrementally, and IT typically acquires that technology alongside a complementary management infrastructure. When telephones became computing platforms, mobility challenges entered the enterprise suddenly, and IT lacked a proper understanding of management practices and a toolset capable of automating those practices. BYOD exacerbated the problem. In response, first-generation attempts at EMM were purely tactical responses focused squarely on risk mitigation, locking down many of the capabilities that make mobile devices popular and effective. As seen in the figure above, the next generation of EMM adoption uses MDM where appropriate, but it encourages adoption and productivity through less-oppressive MAM-based measures where they are appropriate.

As IT moves from risk mitigation toward a more strategic position of secure productivity enablement, it (and other line-of-business units) will look toward a more detailed value analysis of EMM efforts. This ongoing analysis will evaluate both the ROI and productivity of its mobile workers and the efficiency of the infrastructure and staff that support them. Inputs to that analysis will include:

Device-level remote diagnostics and remediation

Network diagnostics

Application usage and adoption diagnostics

Application performance management

Application life cycle management

Expense management and discovery

It is important to note that human resources, finance, and the various lines of business subsidizing mobility efforts will also be involved in value analysis, and a successful EMM solution should support those departments’ tools and processes as well.


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Vendors best suited to address this trend will provide:

Native diagnostic and analysis applications across all the inputs listed above

Strong partnerships with best-of-breed diagnostic and analysis applications for businesses requiring more-powerful tools

Well-documented APIs and a strong developer network to allow enterprises to integrate with the tools and consoles of their choice

Business-friendly reporting across all features. This favors vendors that develop a larger percentage of their applications in-house or those with particularly long-standing technology partnerships

EMM as IT management

As smartphone and tablet sales continue to displace PC sales, laptops continue to erode the desktop PCs’ percentage of the remainder, and Windows and Mac OS become more similar to their mobile counterparts, mobility management will assume a larger role in overall enterprise provisioning and management. The first businesses to adopt this new paradigm will be small- and medium-size businesses (SMBs), which typically lack entrenched IT management processes and may even operate without an IT staff.

At the right price point, SMBs that rely on self-provisioning, an honor system, and crowdsourced tech support will gladly accept a per-device monthly usage fee to provision, monitor, manage, and retire applications and devices. Ultimately, larger businesses will follow suit, but SMBs’ lack of infrastructure makes them ideal early adopters, an attractive market in aggregate, and an excellent proof of concept for both EMM vendors and their more-conservative enterprise clients.

Vendors best suited to address this trend will provide:

A simple, unified console

Support for the widest possible range of platforms, including Windows and Mac laptops

Strong channel relationships with mobile carriers, hardware OEMs, and SMB managed service providers

A strong cloud-based offering with a competitive direct-selling proposition


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Company analysis

The EMM market is evolving rapidly, playing catch-up with the technologies it governs. It is also a large field, with more than 100 vendors providing some level of coverage and a great number of shared technologies and partnerships underlying product offerings. For example, the San Francisco–based security vendor Mocana has licensed portions of its technology to Good Technology and Apperian, despite selling a product that could be considered a competitor to both. It is also extremely common for enterprises to purchase EMM systems from multiple vendors even if there is substantial overlap, and partnerships among competitors are as common as they are temporary. Finally, since each business’ mobile needs are so unique, the search for the right vendor often boils down to a specific list of priorities that need to be addressed during sales demos or trial implementations.

As a result, it is impossible to provide a comprehensive list of the best vendors. Instead, we have chosen to feature five EMM providers that represent significantly different backgrounds and approaches to developing and selling solutions, and we will weigh the viability of those approaches to the disruptions outlined earlier. For example, AirWatch and MobileIron have roots in the MDM world and compete for similar accounts, but they have shown different approaches to the cloud and their channels. At the end of this section, we have included the names of many notable EMM vendors that are not profiled in this report, and we discuss the role of providers of managed mobility services that offer a different path to EMM. These and other providers are equally worthy of consideration.


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https://mocana.com/customers/case-study/good-technology

https://www.mocana.com/news/press/press2012-09-06

AirWatch

AirWatch has grown its MDM roots into a hypersuccessful, horizontal suite of mobility-management applications, quintupling its number of employees over the past two years and banking more than $200 million during a Series A financing round. To date its growth seems balanced, with proportional hiring across development, support, marketing, and sales. The company is privately held, which means hard data is not available, but there is no indication that AirWatch is spending its cash reserves on operations. Given the current chaos in the market, the importance of cash reserves is difficult to overstate, as it can fuel acquisitions, fund R&D, and allow a vendor to recover from mistakes.

While AirWatch has a definite product road map, its scale and cash reserves have allowed it to adopt a fast-follower strategy in prioritizing the rollout and character of many of those products. For example, it built app wrapping and secure content-storage applications in response to customer interest and integrations with third-party tools. More recently it added containerization, increased support for its developer community, and a certification program in response to customer feedback. While the company is often criticized by competitors (and some app developers) for providing a relatively lightweight feature set in its newer offerings, AirWatch’s scale allows it to enhance those products quickly, and the company’s frequent product refreshes put those changes in users’ hands. In a more proactive move, the company has also begun supporting Mac laptops via an agent that extends management capabilities beyond those built into the Mac OS, and it plans to support Windows laptops soon.

Despite a solid large enterprise client base, AirWatch has embraced the cloud and is selling direct to businesses of all sizes, offering free trials and à la carte upgrades to basic service plans. It partners with channel providers of all sizes. To date, none of its partners have complained publicly about competition, though channel conflict is always a possibility in a business with a direct sales effort.

Even with its deep pockets, army of developers, and focused leadership, AirWatch’s biggest potential risk may be its own pride. The company understands that it will need to partner with other vendors in the space and it may not always be the system of record for a given task, but it has taken great care to internalize anything that works, through acquisition or development. Provided the platform remains open, this one-stop shop can be appealing to customers and channel partners, but it could be off-putting to technology partners that might be wary of being displaced as soon as their solution proves a business case.

Once AirWatch does take a technology in-house, it should take care to ramp up functionality to a competitive level before moving to other targets. The company should also take care to bite off only what it can chew. MDM and MAM are core to AirWatch’s business, and developing within those domains is well worth the effort. But going head to head with vendors in established adjacent technologies such as identity and access management (IAM) or telecom expense management (TEM) or becoming involved in costly consulting efforts could deplete a $200 million war chest quickly.


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Apperian

Apperian is almost an advertisement for openness. Unlike other competitors, it has little desire to own the entire EMM market in the near term, and it is perfectly content to partner with any vendor that can build around its application-focused offering. Senior VP of Products Alan Murray explains:

“Consolidation of the previous generation of systems management to a single console took the industry 15 years. We’re three to four years into the current generation of mobility management, in the middle of tremendous change. It’s naïve to think that a single vendor can provide the depth and breadth of offering that’s sufficient for every business. That’s why we’ve focused on best practices in Mobile Application Management.”

To that point, Apperian’s solutions revolve around rapid deployment and the monitoring of secure applications, with an enterprise app store and app-wrapping technologies at the core. Through a simple interface, administrators can wrap apps with policies for security (e.g., encryption or data-loss prevention measures such as disabling copy functionality), analytics (number of installs, opens, deletions, and usage details), and application management (remote monitoring, control, or wipes by support staff). The system is geared toward verifying, deploying, encouraging adoption of, troubleshooting, and retiring apps, and Apperian has partnered with a wide range of complementary vendors to make its management and reporting comprehensive and detailed. Apperian has not moved into the laptop management space, though the company is not against it. According to Murray, “We would consider managing desktops if there was a shift in the way laptop /desktop applications are deployed and managed in the enterprise. If that shift was more in line with BYOD and self service rather than centrally provisioned standard images, then we’d explore the opportunity.”

While some developers prefer to build management into their apps directly via SDKs, Apperian’s customers seem pleased with the level of granularity and control its wrapping provides and the ease with which they can integrate feedback from their apps into other systems and consoles. Apperian’s approach tends to be a good fit for commercial and enterprise application developers looking to manage the business value of their applications and IT administrators who are overwhelmed by the minutiae of application management on multiple devices. This is particularly true if they have only basic device-management needs or are already meeting those needs with another tool.

Citrix

In 2012 Citrix — best-known for collaboration and virtualization tools — stepped fully into the MAM


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space with CloudGateway 2, an iOS, Android, and HTML5 application-management solution. In early 2013 it acquired Zenprise, a well-regarded MDM vendor. Zenprise supported a particularly wide variety of mobile platforms, including Blackberry, Symbian, and Windows Mobile, and it offered one of the most prominent cloud-based MDM services of the day.

Since the acquisition, Citrix has rebranded its EMM products as XenMobile, offering MDM-only, MAM-only, and all-inclusive versions of the suite. The full XenMobile Enterprise Edition offers MDM, an app store, app wrapping and an SDK, plus containerized email, browser, and contact applications. Some IT buyers have adopted a wait-and-see approach toward the Citrix suite, as its current incarnation is so new, and some loyal Zenprise customers wondered whether Citrix’s broad product portfolio would dampen its focus on mobility management. So far Citrix seems committed to further integrating and deepening the functionality of the XenMobile suite, and feedback has been extremely positive.

Citrix’s breadth of offering beyond the confines of traditional EMM is one of its competitive differentiators and a key point in its marketing strategy. The degree to which this will provide additional value to buyers will depend on a company’s specific circumstances. For example, while GoToMeeting is a category leader, there is certainly no mandate to purchase MDM and collaboration tools from the same source. Likewise, while a product like NetScaler might increase app responsiveness, the degree to which it could or should be integrated with EMM solutions is up for debate. Still, other out-of-the-box integrations such as the multiplatform secure file syncing ShareFile, while technically outside the realm of EMM, could provide a productivity jump start.

Citrix sells through a network of more than 10,000 partners to customers of all sizes, and XenMobile’s entry-level pricing is similar to its competitors’. Coupled with its support of Mac OS and Windows devices as well as a wide variety of mobile operating systems, XenMobile is well worth consideration by businesses from IT-strained SMBs to full-scale enterprises.

Good Technology

Good Technology is a pioneer in containerization, and despite a long list of patents and innovations in the MAM space, it is still best-known for its containerized messaging application. Despite recurring grumbles about Good’s application design and functionality relative to consumer apps (Good recently expanded its UX design staff more than tenfold in response), most IT executives and analysts still consider Good the clear leader in the space.

While Good’s roots are in containerization, it has built its recent wins on a standout SDK. The Good Dynamics SDK is known for providing particularly deep security and authentication across a number of applications, though the full benefits are only for developers who use the SDK for all of their apps. Good is also quick to partner with technology partners to complement its strengths. The most notable partnership of the past year is a joint venture that wraps BoxTone’s MDM, reporting, and management interfaces around Good’s secure applications, SDK, and app wrapping. It also provides the visibility into


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http://www.citrix.com/products/netscaler-application-delivery-controller/overview.html

http://boxtone.com/solutions/mobile-service-management/boxtone-for-good.aspx

http://boxtone.com/solutions/mobile-service-management/boxtone-for-good.aspx

http://boxtone.com

Blackberry Enterprise Server that Good lacks. While both vendors sell somewhat competitive solutions, this is a particularly deep partnership involving joint development and combined sales and marketing efforts, and it has generally been well-received among enterprises looking for an integrated management package.

From its compliance-tailored packages to its reputation for a relatively high price tag, Good is aimed squarely at midsize and larger enterprises that are willing to undertake mobility projects of a certain scope. This shows in its attitude toward the cloud. A number of Good’s customers run its software in private clouds, and the company is not against running certain services (e.g., app stores) in public clouds. However, it has no plans for a fully cloud-based, entry-level offering. And while it does have a number of medium-size clients, they tend to be heavily regulated or security-conscious firms that operate downstream of large enterprises for which security is paramount.

Good would not confirm rumors of planned laptop support, saying only that it is “aware of trends” and will continue to watch the market.

MobileIron

MobileIron has come on strong over the past three years, winning a large percentage of high-profile accounts in pharma, automotive, and financial services on the back of a strong appliance-based (on-prem) EMM product and dedicated channel partners. While it is best-known for its MDM capabilities, MobileIron focuses equally on MAM, and it has built and partnered its way into other technologies like secure content access to round out a full-featured mobility-management platform.

Nearly all of MobileIron’s business has come through channel partners, which explains much of the company’s skew toward high-value enterprise contracts that require extensive customization. MobileIron feels that threatening this relationship by competing directly with their channel would jeopardize its primary source of growth, and to date, that logic has paid off. MobileIron provides a tremendous amount of training and sales support to its channel partners, and they tend to be fiercely loyal in return.

MobileIron’s competitors have been quick to point out that it embraced cloud-based delivery rather late, painting it as an appliance-only vendor that was incapable of scaling without management and provisioning hassles when those appliances top out. MobileIron counters with references to its high retention and satisfaction rates, as well as its number of competitive deals won, despite a price point that continues to rise. It also explains its late arrival to the cloud as “wanting to get it right” and take full advantage of scalability advances, like the improved thread handling in the latest version of Apache Tomcat. Currently 30 percent of its customers use its Connected Cloud service, and MobileIron expects its new Anyware product to further increase cloud adoption.

Anyware, a cloud-based EMM solution launched in August 2013, is MobileIron’s first attempt at SMB adoption and a rare attempt to sell direct. The key differentiators for the service are low entry-level price


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points; quick, user-friendly installation via consumer app stores or Salesforce.com’s AppExchange; and a management toolset aimed at CRM administrators and line-of-business managers rather than IT. It’s important to note that while MobileIron supports Mac OS devices (and Windows support is on the road map), its Anyware product does not.

Additional EMM vendors

The EMM market is huge, and it is impossible to cover in a single, comprehensive analysis. Mocana and BoxTone — two vendors mentioned for their integration with vendors featured above — provide solid, well-respected EMM solutions in their own right. Still other vendors, such as Tangoe and Vox Mobile, detailed in the following section, provide EMM tools but differ on services. There are more than 100 vendors in just the MDM space alone, with a number of additional vendors specializing in other parts of the EMM value chain.

Following is an inexhaustive list of important EMM vendors to consider:

Absolute Software

Blackberry

Fiberlink

Fixmo

IBM

Kaspersky

LANDesk

McAfee

SAP

Soti

Sophos

Symantec

Outlook


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The mobility mess will get worse for quite some time before it gets better. Consumerization and a general move toward cloud-based services will make more enterprise content web-accessible, providing further opportunities for end runs by mobile users. Additionally, the continued shift of purchasing authority from IT to lines of business will increase demand for consumer-quality interfaces and interactions, further complicating administration.

Until the mobility market coalesces and its rate of innovation slows, no EMM single vendor’s solution will address all the most demanding enterprise’s management needs, increasing the number of multivendor integrations. In the short term this will encourage partnerships, but longer term, it will likely spur a wave of acquisitions as each vendor seeks to secure its future as the EMM platform of record and present a comprehensive offering to both its channel and direct customers.

During this period of upheaval, managed mobility services providers that offer technology, consulting, and support will become increasingly attractive.

Service providers catering to larger enterprises will often differentiate through a specific focus on a business need. For example, Tangoe, which wraps consulting services and management around its own telecom expense management and EMM software, will find traction in large enterprises that have been burned by telecom expenses in the past, while Vox Mobile, a member of the Global Enterprise Mobility Alliance (GEMA), will be attractive to businesses seeking 24/7 support in multiple regions and languages. SMB-focused service providers such as G-Squared Wireless will focus on turnkey offerings that provide mobility provisioning and support-in-a-box offerings, handling everything from hardware sourcing to data plans and will differentiate on high-touch personalized support tiers.

While businesses of all sizes will be interested in offloading management to a third party, larger and more-regulated enterprises will require a longer vetting process and have more at stake, so SMBs and unregulated industries will move first.


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http://thegema.com

Key takeaways

Enterprise mobility management (EMM) addresses an entirely new set of challenges.

The market is changing so fast and user requirements are so unique and fluid that there is rarely one best provider.

Successful EMM solutions will require a blend of MDM and MAM tools, often from different vendors.

The next 24 months will see additional partnerships and consolidation in the industry, as well as an increase in the popularity of managed mobile service providers.


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Appendix A. Extended vendor analysis

Platform proliferation

Enterprise distribution

Compliance, risk, and governance

EMM as IT management

Value-driven metrics Total

AirWatch 4 5 5 5 4 23

Apperian 4 3 3 2 4 16

Citrix 5 5 4 5 3 21

Good 4 4 5 2 3 18

MobileIron 4 5 5 4 4 22

Weighting 25% 20% 20% 15% 20%

Weighted values

AirWatch 1 1 1 0.75 0.8 4.55

Apperian 1 0.6 0.6 0.3 0.8 3.3

Citrix 1.25 1 0.8 0.75 0.6 4.4

Good 1 0.8 1 0.3 0.6 3.7

MobileIron 1 1 1 0.6 0.8 4.4


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About Cormac Foster

Cormac Foster is a research director at GigaOM Research covering mobile technologies and enterprise operations. He has spent nearly 20 years in enterprise technology as a QA manager, product manager, industry analyst, and writer. As an analyst at Jupiter Research, he covered content management, security, and enterprise operations. As a consultant, he has worked with a number of enterprise technology providers, including Dell, Research In Motion, Borland, Trend Micro, and Avocent. He has spoken at a number of industry events, appeared on CNN and ABC News, and has written for CNET, ReadWrite, and several other technology publications.


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