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Technology Roadmap June 2012

Chris Marsh, Senior Analyst, [email protected]
Eugene Signorini, Senior Vice President, [email protected]

MDM Is Dead. Long Live EMM!

Companies menTioned

Adobe, AirWatch, Amtel , Antenna
Software, Appcelerator, Apperian,
Apple, BoxTone, Cisco, ClickSoftware,
Dell, EMC, Esselar, FeedHenry, Fiberlink,
Good, Google, GroupLogix, Hewlett-
Packard (HP), IBM, McAfee, Microsoft,
MobileIron, Mocana, Oracle, Research
In Motion (RIM), Salesforce, SAP,
Sencha, Sybase, Symantec, Tellago,
Unvired, Verivo, VMware, Webalo,
WINIT, Zenprise

Table of ConTenTs

Enterprise Mobility Management
Platforms Must Emerge 2

Methodology 3

From Point Solution Silos to
Enterprise Mobility Management 3

The Market Is Too Large for
Anyone to Ignore 5

Winners 5

Losers 6

Time Will Tell 7

Conclusions and Recommendations 7

Further Reading 8

The bottom line

The complexity of managing siloed mobile assets is a major concern for •
businesses. Twenty-six percent of survey respondents cite it in their top
two reasons for adopting a managed mobile solution. It ranks as the second
biggest concern after the security of mobile data.

The value of managed services is shifting beyond the management of costs •
and the implementation of basic security for deployed devices. The value
of mobility is moving to focus on the liberation of businesses’ systems data
through process mobilization and, crucially, the scaling of applications across
the workforce to cater for this.

Space solution providers need to be cloud-ready.• Vendors need to offer both
on-premise and cloud solutions to enable a cloud migration, but they should
ensure they are innovating around enabling a secure, flexible and scalable
cloud environment for their platforms.

Mobile device management (MDM) solutions do not offer businesses the full
range of security, policy and compliance features to be truly able to manage
mobile assets being deployed in the corporate environment. Some managed
mobile service vendors are integrating capabilities onto unified platforms,
shifting the focus to enterprise mobility management (EMM). This will force a
response from all players from across the entire enterprise mobile ecosystem.

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enterprise mobility management platforms must emerge

After developing at a hugely rapid pace over the past few years, the market landscape
of managed mobility solutions for the enterprise is entering a new phase driven by five
distinct trends (see Exhibit 1):

A continually growing mobile workforce•

Mobile as an increasingly important channel for businesses to reach customers•

Smartphones and tablets emerging as legitimate enterprise computing devices•

Consumerization and bring-your-own-device (BYOD) driving user and enterprise •
technology decisions

The rise of mobile applications to address worker and customer needs•

exhibit 1: managed mobility enters a new phase
Source: Yankee Group, 2012

Total size of mobile
workforce continues
to increase

Mobile professionals
and knowledge
workers a growing
proportion of total
mobile workforce

Users demanding
mobile technologies

Consumers using
smartphones and
tablets increasingly
to interact with
retailers and brands

couponing, social
are all key mobile

Mobility is becoming
table stakes to

Smartphones and
tablets will continue
rapid growth

iOS, Android
dominating, but
BlackBerry and
Windows Phone will
continue to challenge

Employees take
increasing role in
bringing devices
to work

Employees’ desire for
familiar experiences
influence their
choices to bring
devices to work
and access familiar

Tablets and
smartphones are
being viewed
as legitimate

Applications will
fragment beyond
e-mail, extend to
multiple internal
and external

Growing Mobile

Mobile as
Channel for

and Tablet

Consumerization Rise of Mobile Apps

Enterprises have largely attempted to address these trends using a modular and siloed
approach. But the disparate features and capabilities of current point solutions must
become better integrated. Increasingly, the capabilities of mobile device management
(MDM), telecom expense management (TEM) and mobile application management
(MAM) solutions are bleeding into one another. They will ultimately give rise to
enterprise mobility management (EMM) platforms, which will provide businesses
with a more flexible way of combining, integrating and utilizing modular enterprise
services. These emerging platforms will also allow management of security, policy and
compliance across these integrated capabilities.

For mobility to move from an opportunistic deployment of specific technologies to
a more strategic value for businesses, platforms must be available to help IT better
manage the cost, security and complexity of aligning assets with enterprise business
systems. This technology shift will cause the market to move from bundled services
to vendors engineering enough interoperability for closely integrated partnerships on
these platforms, necessitating a much less piecemeal approach to security.

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This report draws upon materials from and interviews conducted with several leading
managed mobile solution providers over the course of Q1 2012, including Amtel,
Antenna Software, Apperian, BoxTone, Esselar, FeedHenry, Fiberlink, GroupLogix,
McAfee, MobileIron, Mocana, SAP, Sencha, Tellago, Unvired, Verivo, Webalo, WINIT
and Zenprise. The report also uses data from Yankee Group’s 2012 US Enterprise
Mobility: IT Decision-Maker Survey, April, a quarterly survey of IT and line of business
decision-makers across different-sized companies. Insights are also drawn from an
extensive evaluation of Tier 1 operators’ managed mobility portfolios that Yankee
Group conducted in 2011.

from point solution silos to enterprise mobility management

The underlying trigger for the emergence of these platforms is the increasing
complexity for businesses in managing and supporting the explosion of mobile devices
and applications in their corporate environment. Twenty-six percent of companies
resort to using a managed mobility service because of the complexity of managing
mobile assets in silos, second only to concerns over the security of mobile data.

For businesses, the modular and more integrated nature of the emerging EMM
platforms moves them closer to providing a realistic end-to-end total cost of ownership
(TCO). Although such offerings are relatively nascent, they also promise to put IT back
in the driver’s seat with better visibility and manageability over their mobile assets. For
end-user employees, the greater control this will afford to IT will encourage a more
pervasive and dynamic attitude about what devices are supported and what access to
applications is permitted and supported.

Yankee Group believes true EMM incorporates multiple components, as shown in
Exhibit 2.

exhibit 2: policy, security and Compliance need to scale across managed services
Source: Yankee Group, 2012

Growing Mobile

Mobile as
Channel for

and Tablet

Consumerization Rise of Mobile Apps

Enterprise Mobility Management

Policy, Security, Compliance

Support, Administration, Systems Management

Telecom Expense


Mobile Device



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Exhibit 3 shows the critical features within these components and displays how they fit
together within a comprehensive EMM solution set.

exhibit 3: Critical features needed for emm platforms
Source: Yankee Group, 2012


Invoice management


Reporting and

Bill auditing

Rate plan

Remote access
across 3G/4G, Wi-Fi
and fixed broadband

Single sign-in

Policy management

Quality of service

Secure access,
including VPN,
private APN and
static IP

Remote configuration
and provisioning

Device firmware and
OT updates

Backup and restore

Troubleshooting and

Policy management

Software installation


Application access via
single sign-in

Remote wipe/lock

Data encryption
(including removable


platforms and tools


permissions and


Catalogs and stores

Remote and OTA

Application updating
and removal




Mobile Device



Policy, Security, Compliance

Support, Administration, Systems Management

These are today often offered as stand-alone solutions, with some vendors integrating
parts of different components and some enterprises deploying only portions of a
whole solution. Today MDM, mobile security and TEM solutions have the widest
use among businesses, being deployed by 65 percent, 63 percent and 58 percent
(respectively) of businesses implementing any managed mobile service. These still
work today as broadly independent managed services with little, if any, integration
and planned interoperability between them outside the formal partnerships between
specific service providers.

However, the value of managed services is shifting beyond cost management and
the implementation of basic security for deployed devices. As more service types
and vendor offerings come to market, the value of mobility is moving to focus on the
liberation of businesses’ systems data through process mobilization and, crucially,
the scaling of applications across the workforce to cater for this. While this is making
businesses look much more closely at mobile enterprise application platforms (MEAPs)
and MAM solutions, it also poses the question of how to integrate these solutions with
existing MDM and TEM services across a fragmented vendor market to better address
the life cycle of mobility management.

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The market is Too large for anyone to ignore

Although the technology is still relatively nascent, a leading
pack of vendors is beginning to address the complex
challenge of integrating different managed enterprise mobile
services onto platform offerings. With this, the managed
mobile services landscape is about to become one of the
most competitively fought of all enterprise markets. This
not only will force consolidation among current MDM, MAM
and EMM vendors, but will also bring enterprise software
providers, the main mobile OSs, cloud players and mobile
operators into the fray:

Enterprise software vendors.• EMM platforms will come
to eat a bigger and bigger piece of the enterprise mobility
market, forcing enterprise software vendors and systems
integrators that are not currently strong in this market,
such as IBM, Hewlett-Packard (HP) and Dell, to get in
the game and invest in mobility to protect their existing
product portfolios.

The main mobile OSs.• Google, Research In Motion (RIM),
Apple and Microsoft will be forced to address their
enterprise offerings in a more systematic way or be forced
to cede ground to holistic and OS-agnostic platforms
pushing them out of the market. RIM, for example, is
already late to the table—if not out of the game—with its
BlackBerry Fusion MDM offering, demonstrating the risks
of being off the pace in addressing the BYOD trend.

Cloud players.• Moving to address mobility will be a
logical extension for cloud players such as EMC, Cisco
and Salesforce as application-related platforms move
to the cloud. In addition to the big cloud players, other
niche enterprise platforms such as FeedHenry have also
built their MEAPs in the cloud. FeedHenry also recently
announced a partnership to enable developers to build
applications on VMware’s CloudFoundry using the
FeedHenry platform. The intersection of mobile and cloud
promises to be a key future driver of enterprise mobile
applications development, so Yankee Group expects a
strong movement of cloud players into this space.

Mobile operators.• Operators have been pursuing buy
(mainly TEM) and partner strategies (MDM, MAM) to
build out their enterprise mobile and cloud portfolios
over the past couple of years, with varying degrees of
success. Common among them, however, is the desire
to deliver and recognize value from bundled services for
different business segments wrapped in professional and
managed services.

The trend toward comprehensive EMM will spawn M&A
activity to address the requirements of enterprises and
the shortcomings of current incomplete vendor solution
portfolios. We anticipate this M&A trend will come in two
distinct flavors:

Large traditional ISVs and enterprise vendors acquiring •
independent mobile application development and
management platforms, as well as MDM vendors.
Examples include SAP’s acquisition of Syclo, as well as
IBM’s recent acquisition of Worklight and Symantec’s
purchase of Odyssey Software.

Further consolidation of similar independent mobile •
software vendors. This will come in the form of mobile
application platforms acquiring similar companies to gain
customers or complementary technology. It will also
come in the combination of MDM, MAM/storefronts and
mobile application development platforms to create more
comprehensive enterprise mobility management offerings
rather than siloed technology solutions.


For vendors in a crowded market of device management and
a growing market for application management solutions,
future longevity rests in only two routes: become a platform
of choice enabling businesses to manage the bulk of their
mobile operations or become best-of-breed to partner with
one of these emerging platforms. A few companies—Antenna
Software, BoxTone and SAP are good examples—stand out
as having taken a lead in moving toward a more integrated
platform offering.

Each of these vendors is ahead of the curve in realizing the
challenges enterprises will face when it comes to integrating
their MDM and MAM solutions and ensuring that a unified
security, policy and compliance architecture can be applied
across all mobile assets. Tight integration will increasingly
become a hallmark of a leading solution as the pain of
managing these multiple service infrastructures begins to
show. These three are well-positioned to help businesses
meet these challenges.

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antenna software

In February 2012, Antenna released its AMPChroma mobile
enterprise life cycle management product, a cloud platform
from which businesses can design and build native, Web,
HTML5, business-to-consumer (B2C) and business-to-
employee (B2E) applications. It provides metered access to
be able to integrate, publish, manage and analyze mobile
applications. As a life cycle product, its pricing includes
hosting, support and maintenance for applications and
content published on the platform, and it can be integrated
with enterprise and content management systems for real-
time usage analytics. MDM is offered at an incremental price.

Antenna now stands as one of the most comprehensive and
attractive independent mobile application platform vendors
in the market, having acquired Dexterra, Vaultus and Volantis
in recent years in anticipation of the move to mobile B2C
applications from its traditional focus on mobile B2E (Vaultus)
and the need for application deployment and storefronts
(Volantis). While Antenna cannot boast a best-in-class MDM
play, it remains an attractive option for enterprises as well as
potential acquirers.


BoxTone has developed a platform of modular EMM services
to address the lifecycle of a business’ mobility assets and
related processes. The core platform has an extensible
architecture that is interoperable with a multitude of
enterprise systems and manageable from a single role-based
console. It offers both MDM and MAM, as well as a variety of
managed business and operations services such as security
and compliance assurance, asset and expense management,
and service management in addition to a number of related
services such as performance and incident management and
user self-service. Another important feature for emerging
EMM platforms that is included here is real-time visibility
of user transactions for improved service management and
problem resolution. The modular nature of the platform
also enables businesses to get closer to a TCO through ROI
calculations based on adoption of either single or multiple
bundled modules. BoxTone also announced in April 2012
an EMM partner network composed of a group of security,
application, and mobile service and infrastructure partners
that all integrate on the BoxTone platform.

BoxTone has done an impressive job of defining the EMM
market and has played a strong role in moving the segment
marketing beyond the siloed definitions of MDM and MAM,
pointing to a future where mobility can become integrated
into traditional business IT. In emphasizing both breadth
of platform service integration and third-party service
interoperability, it stands well positioned to help drive the
EMM agenda.


Following its acquisition of Sybase two years ago, SAP
continues to build out its mobile software and application
portfolio. The Afaria 7.0 product is the underlying foundation
for device management and support for BYOD, and the SAP
mobility platform, Sybase Unwired Platform (SUP), stands
as a unified development platform for mobile B2E and B2C
applications. It has also worked to expand its portfolio of
mobile B2E apps across a number of different categories
and verticals built by both SAP (bolstered by its acquisition
of Syclo in April 2012) and partners, as well as a portfolio of
mobile B2C apps increasingly built by partners and driven
by cloud delivery. It also recently announced partnerships
with Adobe PhoneGap, Appcelerator and Sencha for broader
mobile application development options in the area of
HTML5 and hybrid applications. Sybase 365 is a global
messaging infrastructure.

SAP still needs to demonstrate how its portfolio of different
technologies, when put together, actually makes for a unified
EMM platform rather than a bundled suite of individual
technology components. However, its goal to create such a
platform, the strength of its individual owned assets and its
partnership strategy is clear.



Despite its recent acquisition of Worklight, IBM still lacks
a comprehensive mobility strategy. While it has a broad
enterprise service portfolio and numerous assets in
the area of mobility—app development, mobile unified
communications and collaboration (UC&C), device
management and professional services—it has yet to
establish best-of-breed in any of these areas or articulate a
cohesive mobility strategy. Of course, IBM has the ability to
make further acquisitions in this area and catch up.

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Unlike SAP, Oracle has yet to put a significant stake in the
ground when it comes to mobility. As applications go mobile,
and as cloud and mobility intersect, it would seem logical for
Oracle to pursue a more active role in the mobility space.


While it is not game over for any of the losing companies,
RIM really dropped the ball by not acting more quickly to
embrace and cater to the BYOD trend among its business
customers. It has come late to market with its Fusion
product and has little appreciable claim to mindshare in
the enterprise mobile applications space. As the company’s
financial results continue to slide, CEO Thorsten Heins’
focus on reevaluating the company’s scope and bringing
renewed innovation for the business segment should help
RIM become more competitive. However, it has a mountain
to climb to be able to quickly bring to market an integrated
solution built beyond just MDM leveraging a third-party
enterprise service ecosystem.

Time Will Tell

Only time will tell whether individual point solutions
will be able to build out their own platforms or partner
widely enough with emerging platforms to ensure their
own longevity. Companies such as AirWatch, Apperian,
ClickSoftware, Good, MobileIron and Zenprise are leading the
field in MDM and MAM solutions but have made few moves
to build out a wider platform offering. If they’re not pursuing
this strategy, they should focus on making themselves the
go-to companies for platform partnerships or targets for
acquisition. The winning platforms will be those with breadth
of service relevance, managed service experience and the
ability to scale the architecture easily and effectively. Point
solutions should look to develop maximum geographic
reach, local-market operational expertise and architectural
flexibility for platform interoperability.

Conclusions and Recommendations

The market for managed enterprise mobile services is quickly
moving beyond the value that TEM and MDM alone can
bring to businesses. As mobility’s value moves on to the
strategic liberation of data in businesses’ enterprise systems,
companies will look to build and deploy mobile applications
for which MAM and MEAP solutions will be required. This
increasing complexity in architectures and infrastructures is
leading some vendors to forge ahead in creating integrated
platform offerings providing both breadth of services and
greater service interoperability. To be competitive in this, we
recommend that space solution providers:

Focus on business and operations management. • What
is at stake here is a platform for businesses to manage, if
not their entire, then the bulk of their mobility operations.
The value will lie less in the core device and application
management features on offer, but more so in the features
that give those businesses the visibility and flexibility over
service management around these assets.

Build out a partner network.• However integrated a
platform solution, the diversity of services required by
businesses beyond core TEM, MDM and MAM capabilities
will require close partnerships with other service and
application providers. BoxTone’s EMM Partner Network
stands out as a good example of this approach.

Be cloud-ready.• Businesses will migrate to adoption of
cloud services at different paces, but migrate they will.
Vendors need to offer both on-premise and cloud solutions
to enable this staggered migration, but should ensure that
they are innovating around enabling a secure, flexible and
scalable cloud environment for their platforms.

Become best-of-breed point solutions. • Those companies
that do not see a future in building out their own platform
should concentrate on becoming a partner of choice,
optimizing their own solution interoperability and
geographical operational experience.

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