Product Code: IT013-000228
Mobile application management (MAM) is a nascent part of the still-immature overall EMM market, but it is an exciting space to be in as it is expected to see huge growth. Mobile device management (MDM) vendors are still seeing phenomenal growth, but the market is so competitive that prices are naturally dropping and MDM services are heading toward commoditization. MDM is the basic hook that businesses rush to buy when they realize that their fleet of corporate- and- personally owned mobile devices needs to be secured. But once that solution is in place and the panic is over, the next step for businesses is to work out how to get real value from these consumerized devices, and mobile apps appear to be the answer.
- The impact of mobile consumerization and BYOD on the enterprise means that the supply-side enterprise mobility management market is booming. MDM is the most noticeable beneficiary, with telecoms expense management (TEM) vendors also profiting, but as businesses realize the value in deploying mobile enterprise apps, MAM will be the next segment to see huge growth and drive profitability for EMM vendors.
- In terms of improving workforce productivity, MAM is where businesses can derive real value from consumerization and BYOD. Apps can let employees go beyond simply accessing their email and calendar while on the move, providing specific line-of-business functions relevant to their role, helping them to be more flexible, and enabling them to perform key functions wherever they are. Custom apps purposely designed for a single business, or team within that business, are particularly useful in this sense.
- MAM is still a nascent market, and a variety of vendors are approaching this space, including specialist MAM vendors, MDM and BPM leaders, and larger names with more-widespread IT software and service offerings. EMM specialists are in prime position to lead the market as demand begins to pick up, but they will be wary of the bigger vendors on the horizon.
- Examines how mobile enterprise apps represent the next step in the evolution of enterprise mobility, in terms of how they can improve and transform business processes and make users more efficient and productive.
- Identifies some of the leading and up-and-coming vendors in the mobile application management space.
- What is the impact of BYOA (bring your own app) and why is it important to examine options around mobile app deployment sooner rather than later?
- What different types of solutions are available to manage internal app deployments? Which vendors are leading the market?
Table of Contents
- Ovum view
- The EMM market is booming
- Mobile enterprise apps are the key to unlocking business value from
- The vendor landscape is fragmented and has low barriers to entry
- Key messages
- The enterprise mobility market is booming in all its forms
- Businesses can gain real value from mobile apps
- The vendor landscape is still a nascent market
MARKET CONTEXT: The enteprise mobility management market is booming in all its forms
- Growth of smartphones and tablets in the consumer space has a knock-on
effect in the enterprise
- Mobile enterprise app stores are part of a complete enterprise mobility
- MDM: the quickest way to secure the device fleet
- TEM: keeping control of mobile costs
- Using mobile apps to enhance productivity
- MDM is heading toward commoditization, so vendors are aiming to profit
- Mobile enterprise app stores
- Exploiting learned consumer behavior around app stores
- Secure third-party environment for access to third-party, custom apps
- The impact on company operations: where do enterprise app stores fit in
the solution stack?
BUSINESS FOCUS: Building the business case for mobile enterprise apps
- Managing existing employee behavior: BYOA and enterprise multi-screening
- "Bring your own app" is widespread, and is a threat
- Managing "the Dropbox problem" and the malware threat
- Multi-screening behavior is changing the way people work
- Providing a manageable working environment that everyone wants to use
- MAM does not offer the same level of total security as MDM, so it has to
entice rather than force users to "do the right thing"
- A consumer-grade user interface and experience is key to making apps a
- Understanding ROI: mobile app analytics
- Gaining value from custom-designed apps
- Going beyond email to provide line-of-business-specific apps
- Options in custom development are endless
- Utilizing the huge base of mobile app developers
- Securing corporate data
- Whitelisting and blacklisting
- Secure app-wrapping
- Automatically pushing apps and updates to devices
Emerging vendor Focus: Mobile Application Management Specialists
Emerging Vendor Focus: Enterprise mobility management specialists
- Good Technology
Emerging Vendor Focus: Development platforms and developers
- Recommendations for enterprises
- Recommendations for vendors
- Further reading
- Ovum Consulting
- Figure 1: Mobile app stores in the corporate IT services and solutions
- Figure 2: The scale of BYOA for cloud productivity applications
- Figure 3: Enterprise multi-screening - users show little variation
according to device type in the amount of time they spend on different apps