Sector Roadmap: Enterprise Mobility Management. A Mobile Report by Cormac Foster

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1 Sector Roadmap: Enterprise Mobility Management A Mobile Report by Cormac Foster

2 Sector Roadmap: Enterprise Mobility Management 03/09/2015 Table of Contents 1. Executive Summary 2. Introduction 3. Methodology 4. Disruption Vectors 5. Company Analysis 6. Outlook and Key Takeaways 7. About Cormac Foster 8. About Gigaom Research 9. Copyright Sector Roadmap: Enterprise Mobility Management 2

3 1 Executive Summary Mainstream enterprises have failed to take advantage of the tremendous growth in mobile capabilities over the past several years thanks to much risk aversion. In 2015, however, the tension between business and operations has finally pushed organizations to the brink of a new round of investment in management technologies. While most enterprise mobility management (EMM) suites offer a fairly standard set of capabilities, how they provide these services and the emphasis they place on each varies greatly, creating a number of distinct product strategies. Each of these strategies is best suited to a specific use case, and since the next wave of major industry consolidation is still several years away, enterprises should choose the strategy that most closely aligns with their near-term business goals. This Gigaom Sector Roadmap identifies and categorizes the principal areas at play what we call Disruption Vectors and profiles a number of significant solution providers in the space. Key findings from this report include: For mainstream EMM use cases, free or extremely low-cost tools from Microsoft, Google, and OEMs will place tremendous pressure on EMM vendors to differentiate. At the same time, EMM vendors will still be able to differentiate in high-value, highly specialized use cases requiring custom app development and, in many cases, custom hardware. While a few large systems management vendors may still buy their way into EMM, the initial wave of acquisitions is nearly over, and features and competitors are beginning to solidify. The next major evolution of EMM will be tighter integration with mobile development environments, potentially spurring a new round of mergers or acquisitions. Sector Roadmap: Enterprise Mobility Management 3

4 Key: Number indicates company s relative strength across all vectors Size of ball indicates company s relative strength along individual vector Source: Gigaom Research Thumbnail image courtesy of franckreporter/istock. Sector Roadmap: Enterprise Mobility Management 4

5 2 Introduction While mobile technology has made tremendous improvements in the past five years, enterprise mobility programs have not. For the majority of businesses, very little has changed since the Blackberry era, and management is out of touch with the potential of the mobile enterprise. In our Gigaom Research 2014 IT buyers survey, we asked enterprises to rank their mobile security priorities. Despite the fact that most data breaches are driven by human error, malicious users or application-level exploits, respondents were far more concerned with device-level security and even mobile malware. Sector Roadmap: Enterprise Mobility Management 5

6 The reason for this disconnect is fairly simple: enterprises simply aren t doing much with mobility, so there is very little to manage but the device itself. In the same survey, 82 percent of respondents claimed they supported on some form of mobile device, but no other application category scored above 50 percent. Collaboration and file sharing, two of the application categories best suited to mobile use cases, were each under 40 percent. These numbers were nearly identical to our 2013 survey, and not particularly different from the state of enterprise mobility in The needle hasn t moved because enterprises are risk-averse, and mobile productivity beyond introduces too many unknowns. Even enterprises that adopted third-party mobile security tools often left the majority of their features untouched. Sector Roadmap: Enterprise Mobility Management 6

7 The changing tide Despite their conservatism, businesses are being pushed or pulled toward mobile productivity. Early adopters that pressed the limits and accepted risk have been successful, increasing competitive pressure to act. At the same time, finance is pressuring IT to justify mobile infrastructure spending with ROI. IT is ready to make a move, which became obvious when we asked our panel about their future deployment plans. IT shows a growing interest in all forms of mobile-focused management, with a particular uptick of interest in application-level management and distribution. This should accelerate as those efforts begin to generate returns. Sector Roadmap: Enterprise Mobility Management 7

8 For this report, we are reviewing the full collection of tools necessary to allow businesses to deploy, secure, and manage policies, devices, applications, and content for a mobile workforce. While there are many approaches to EMM, and a number of problems can be solved in different ways, typical EMM solutions will almost always include: Mobile device management (MDM). MDM manages physical hardware and the portion of mobile software that affects an entire device. Common examples include device-level password enforcement, remote lock and wipe, over-the-air (OTA) OS updates, OTA remote configuration, and selective disabling of cameras, wireless radios, or other hardware features. Mobile application management (MAM). MAM treats the application as the endpoint, rather than treating the actual device as such. Common MAM features include enterprise application stores, tools to place policies around existing applications ( application wrapping ), secure SDKs to integrate policies directly into custom apps, and secure sandboxes that can be locked or wiped without affecting personal data elsewhere on a device. Most EMM vendors also include a number of secure productivity apps (typically messaging, a web browser, and file sharing) that are already integrated with MAM policy tools. Mobile Content Management (MCM). MCM systems vary greatly in their level of functionality and approach to security, but all of them provide secure storage for documents and some level of policy control for document access and sharing. They can perform these features natively or sit on top of other enterprise content repositories. Sector Roadmap: Enterprise Mobility Management 8

9 3 Methodology For our analysis of the EMM space, we have identified six Disruption Vectors, or key trends 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. Gigaom Research s analysis process assigns a 1 to 5 score to each company for each Vector. The combination of those scores and the relative weighting and importance of the Vectors drives the company index across all Vectors. That produces the Sector Roadmap chart in the company analysis section. Sector Roadmap: Enterprise Mobility Management 9

10 4 Disruption Vectors This section discusses the six key 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. The Disruption Vectors that we have identified for this report are: Commoditization Transformation Enterprise Extension Verticalization Compliance Holistic Management Commoditization In the PC era, text editing, antivirus, disk defragmentation, and web browsing were once the realm of discrete applications. Over time, operating systems absorbed these as features, forcing Sector Roadmap: Enterprise Mobility Management 10

11 ISVs to move up or out, improving on what was now baseline functionality. EMM is no stranger to this commoditization phenomenon. In the early days of -focused mobility, Microsoft s Exchange ActiveSync was the baseline for remote management on which EMM vendors needed to improve. In the last 18 months, Microsoft has built on that with Intune, its own EMM product (covered elsewhere in this report) and security features built into its Office applications. At the same time, Google has beefed up the default security of its Android operating system through Android for Work. As enterprise mobility continues to grow in importance and value, so too will the range of free or inexpensive services offered by OS vendors, mobile OEMs, and vendors in other spaces (such as identity access management) who are able to lose margin on EMM sales to bolster their core products. For many businesses simply looking to enable basic mobile use cases without worrying about security, these offerings will be good enough, decimating a large chunk of revenue for a number of EMM vendors. In the long term, the solution for EMM vendors boils down to beat them or join them strategies. They can either commit to the expensive path of servicing high-end customers with use cases that will always exceed commodity services or they can become part of a larger product offering that can afford to make money elsewhere. In the near term, as vendors realign themselves, those already focused on delivering services to the highest-value, most pricetolerant clients will be best-suited to cope. Transformation Initial enterprise mobility programs were purely defensive: As businesses moved from Blackberry Enterprise Server (BES) environments that had secured devices, , and chat, they attempted to recreate that secure environment with ios and, in a much more limited fashion, Android. Many of those early implementations stalled out or failed outright, but even successful ones did little to push mobility past the , calendaring and Personal Information Management (PIM) suite of the Blackberry era. The main focus was simply on stopping or mitigating device and data loss. Too many businesses have proven real value through mobility to allow this trend to continue. While security will remain critical, EMM must earn its keep by providing productivity benefits that offset inherent costs and risks. Truly transformative mobile implementations that generate real ROI will go far beyond providing access to horizontal productivity tools or mobile ports of existing enterprise. They will require custom-built applications targeted at specific users and use cases, each with its own lifecycle. High-scoring vendors in this space will provide secure SDKs or coding tools, flexible policies, and technical consulting resources with experience in custom development. Sector Roadmap: Enterprise Mobility Management 11

12 Enterprise Extension The workplace has changed substantially over the past 10 years, and that pace of change continues to increase. Today s workplace is physically distributed and relies much more heavily on contractors, part-time labor forces, and task switching throughout the workday. Even in companies that do not support BYOD, upstream or downstream partners own many of the devices touching corporate assets. As a result, while MDM can still be extremely useful in a modern enterprise (particularly when supporting devices in the field), the ideal solutions for this Vector focus on various types of containerization that can allow IT to manage and provision applications without regard to hardware profiles or other application-installed applications. App wrapping, secure prebuilt apps, and various forms of virtualization will all help provide security without disrupting a flexible, fast-moving value chain. Verticalization While every enterprise will attempt to transform mobility into a profit center, some will completely re-imagine their entire business around mobile development. This process will be neither inexpensive nor simple, as it will require equal parts software development and business process re-engineering. The payoff, however, will be substantial. For example, a network of auto dealers is considering equipping service agents with ruggedized devices to assist in diagnosis and repair. At the same time, these devices will function as point-of-sale (PoS) pieces to complete transactions, upsell on the spot, bill insurance, and update maintenance records from the field. This initiative has tremendous potential to increase customer satisfaction, company revenue, and employee satisfaction, but it is also incredibly complex, requiring new training processes and device-sourcing procedures as well as several points of integration, custom mobile development, and a restructuring of service-tech compensation. While much of that is outside the bounds of classic EMM, any management system must be aware of the various moving parts. High-scoring vendors in this space will provide deep integration with specialized hardware, experience in secure custom development, and a focus on high-value support tools. Compliance Mobility has stalled for a number of reasons, but one of the most common is risk aversion. Highprofile breaches such as Anthem and Sony Pictures have pushed governments to consider greater involvement in digital security. In the words of President Barack Obama, the private sector can t do it alone. President Obama s recommendation that businesses and the government share security data is much more concept than mandate, but it points toward a government oversight that has been increasing worldwide since the most recent financial crisis. In industries that are already highly regulated by standards like HIPAA, Sarbanes-Oxley, or PCI, the possibility of increased oversight makes businesses question any changes that could add to their risk profile. Indeed, even the best-constructed mobile application adds risk. To cope with Sector Roadmap: Enterprise Mobility Management 12

13 this more security-driven climate, data encryption, secure access, and secure, policy-driven storage is essential, as is granular access over business rules governing the passage of data among various devices and applications. And all of this must be possible to audit. Successful compliance will require a number of different approaches. For example, businesses requiring only occasional mobile access may find that virtualization meets their needs with minimal impact and overhead. Others may need to access secure SDKs to build dozens of custom apps. This vector favors those providers that offer a wide range of tools that support extensive in-house customization while also maintaining relationships with consulting firms with a history of compliance-related customization. Holistic Management The smartphone remains the fastest-growing category of computing device, and tablets are beginning to find their niche in the enterprise. A large part of everyday work, however, will continue to occur on laptops and desktops for the foreseeable future. At the same time, new categories of devices are emerging, from wearables running familiar operating systems to custom-built devices designed for specific tasks to millions of IoT sensors in everything from light fixtures to clothing. It is highly unlikely that any business would choose to manage all of these devices through one interface. There are too many different use cases, and the employees managing mobile phones are probably not responsible for office automation. Still, as workers shift among devices, tracking them across those endpoints in a single place can save time and help businesses understand the context in which its employees operate. This is particularly useful for tech support staff. Laptops, desktops, mobile phones, and tablets are the most likely grouping. Extending that management sphere to wearables and other IoT devices is also helpful. Sector Roadmap: Enterprise Mobility Management 13

14 5 Company Analysis Key: Number indicates company s relative strength across all vectors Size of ball indicates company s relative strength along individual vector Source: Gigaom Research The EMM market has matured quite a bit since our 2013 Sector Roadmap, largely driven by increased deployment scale and complexity and the mergers that complexity has demanded. Mainstream EMM has coalesced around a fairly standard set of tools, but there remains a great deal of difference in the ways vendors approach those tools and the strategic importance of each feature. Based on our identified Disruption Vectors, we have scored eight vendors that represent a variety of approaches to coming challenges in the EMM market. We have also included a brief review of two additional vendors taking an app-centric approach to the market. It is essential to note that the constraints of this report allow us to feature only a fraction of the total vendors in the space. Buyers should consider these evaluations as part of a larger analysis based on the specific needs of their business. Sector Roadmap: Enterprise Mobility Management 14

15 IBM In December of 2013, IBM completed its acquisition of Fiberlink and its MaaS360 product, an EMM solution targeted primarily at SMBs and smaller enterprises. In the 15 months since, IBM has integrated MaaS360 into the MobileFirst product line, which is built on natural synergies between its portfolio products. The combined product is now presented as a viable EMM offering for businesses of all sizes. IBM has a solid footing in MDM, and also offers the MAM features and applications that have become table stakes. In conjunction with Apple, it has also released the first wave of vertically focused apps in its MobileFirst for ios line. Throughout the product line, IBM has focused on security, integrating its Security Trusteer fraud and anti-malware product with MaaS360 s Mobile Threat Management. While its EMM product has no discrete IoT component, IBM is a founding member of the Industrial Internet Consortium and has pledged to support emerging standards. The biggest challenge to businesses considering IBM s MobileFirst Portfolio may be confusion about what it is, where it ends, and how to use it. While this reflects IBM s broad portfolio of mobile offerings from development to app and device management to consulting and managed services it could be intimidating to potential customers who want to understand and evaluate a discrete product. This is unfortunate, since IBM has decoupled its MobileFirst components, and has had success running in parallel with components from competitive solutions. For businesses looking to transform their mobility strategy from the ground up or build vertical use cases, IBM offers an outstanding blend of tools and services. For SMBs or small enterprises looking for the fastest path to good enough security and productivity for basic use cases, IBM will feel pressure from commoditization, though its MobileFirst Protect suite can be pricecompetitive with the majority of current solutions. Citrix Citrix has a bit of a head start on many of its larger competitors, as it moved into the MAM market in 2012 with CloudGateway 2 and the MDM market in early 2013 with the acquisition of Zenprise. With that extra year, Citrix has been able to integrate its products and strategy to take advantage of its core strength: virtualization. The Worx Mobile Apps productivity suite is a competent performer, and its ShareFile app is a standout in its own right. But where Citrix really shines is in companies that also embrace its various forms of virtualization, at both the app level (XenApp) and the desktop (XenDesktop). Citrix uses its NetScaler Application Delivery Controller to manage the various types of traffic this environment generates and balance load to improve performance, particularly important to larger, more-distributed enterprises with mission-critical apps requiring high availability. Sector Roadmap: Enterprise Mobility Management 15

16 For enterprises seeking to provide a basic level of horizontal productivity services to all mobile users, plus case-by-case access to full-featured desktop apps and secure remote-in services to entire environments when necessary, Citrix offers a broad toolset of mature products that work well together. Perhaps more important is that the company s long-term business goals have always been aligned with that vision of any app on any device from anywhere. For existing Citrix customers, extending their infrastructure into XenMobile makes perfect sense. Likewise, Citrix is a very strong contender for any business struggling with security or regulatory concerns, as virtualization in some form is already a reality or soon will be. For businesses looking only for basic device and application management, Citrix has modularized its offering, allowing a number of licensing models for just the XenMobile suite. However, the company s offering remains most appealing to those businesses that can take advantage of all the features Citrix offers. Good Good remains best known for its secure client, which still has many devoted followers, but the company provides a solid EMM suite with secure applications, MDM, an enterprise app store, and secure content storage. The standout feature of its Good Dynamics Platform is a secure SDK that offers extremely granular policy control for custom development. It also offers an app wrapping option that, unlike many competitive wrapping solutions, provides exactly the same level of policy control. Banks, health care providers, and other enterprises that are particularly concerned with security and custom app development have embraced the Good Dynamics platform. This is where Good s core business will likely continue. Still, the company now supports a cloud-based deployment, so it may also appeal to smaller companies that are security focused but infrastructure-averse. In early 2014, after several years of competition, Good acquired BoxTone, adding significant weight to its support portfolio. BoxTone extended Good to Blackberry, added some new channel partners, and provided the company with helpdesk expertise that is critical to large enterprises and a jumpstart for smaller companies. BoxTone certainly helped round out Good s offering, but to remain competitive, the company needs to increase its focus on application developers, in both its own codebase and through partnerships with third-party development tools. In 2014, Good also acquired security-focused Fixmo and split-billing provider Macheen, leading some to question the company s remaining amount of cash on hand. While it s true that Good has certainly spent a substantial amount and has pushed back a planned IPO, its recent financial filings indicate that it is still well on the path to self-sustainability. Still, an infusion of additional cash from it impending IPO or a late-to-arrive vendor looking to extend its management tools would certainly help Good pursue an aggressive evolution of its security platform for high-end mobile development. Sector Roadmap: Enterprise Mobility Management 16

17 AirWatch by VMWare AirWatch remains one of the best-known brands in enterprise mobility. It is a relative veteran in a comparatively young space, its product offering is among the broadest in the industry, and its growth and scale over the last five years are unparalleled. That scale has allowed the company to respond to market and technology changes very quickly, tasking an army of developers and support staff on hardware developments, customer complaints, and feature requests. Given its history in MDM, AirWatch continues to have a strong focus on device-level considerations such as provisioning, enrollment, and support. While many of the more advanced features are somewhat outside of mainstream use cases, they can save a tremendous amount of time and money for large companies. For example, their smart groups feature allows admins to tag a device with a different set of permissions when it is sent out for repairs, autolocking the device until it returns. At that point, admins can simply reassign the group and return the device to service. This removes the expense and hassle of wiping, un-enrolling, and reenrolling devices each time they leave the enterprise. The company has also partnered with Jasper to extend its services to compatible IoT devices, and is already managing embedded systems in medical and retail markets. With its February 2014 acquisition by VMware, AirWatch has gained the resources to move beyond the fast-follower strategy outlined in our previous Sector Roadmap on EMM. While client-side virtualization tools will play a role in many enterprises, AirWatch is equally focused security and resource optimization on the server side. For example, through its VMWare relationship, AirWatch is currently exploring a software-defined back end that allows mobile applications to connect to only a discrete number of services, enhancing security even in compromised apps. There is also potential for deeper integration with other products from EMC, VMWare s parent company. For example, AirWatch could potentially extend its Content Locker MCM product more deeply into the range of EMC Documentum products and services. All of this progress is contingent on a smooth integration between the two companies. John Marshall, AirWatch s cofounder and VMWare Senior VP and GM, has stated that while 2014 was the do-no-harm year, 2015 will be the year of synergies, and 2016 will see full integration of the product lines. Properly executed, this transition could smooth over AirWatch s sometimes rocky relationships with SIs, provide a substantial revenue boost from VMWare s sales channel, and position the company to compete as a next-generation systems, content, and application management platform. If the integration stumbles, the AirWatch core EMM platform will remain strong but progress could begin to stall, and the company could lose its leadership position. During the integration process, AirWatch faces two primary threats. Encroachment from Microsoft (and potentially Google) could eat away at some of the business AirWatch has generated from SMBs through its cloud-based offering. AirWatch, like many of its competitors, may cede the lowest end of the market and focus on higher-margin customers with tremendous scale or heterogeneous environments that play to its strengths in deep MDM and a broad range Sector Roadmap: Enterprise Mobility Management 17

18 of use cases. At the high end, customers with very specific, difficult transformational plans may be drawn to products with strong vertical strategy and consulting organizations, so AirWatch will need to maintain the growth in its service business. SAP SAP is a big company with big clients, and its EMM offering reflects that. While its Mobile Secure platform offers sufficient MDM and MAM tools for companies of any size, SAP s target client for EMM is very much the same as its target client for its other applications: large enterprises with sophisticated business processes. Companies with substantial investments in SAP technology should absolutely consider Mobile Secure first. The framework is built to support SAP apps (particularly the Fiori app catalog) and integrate with SAP Business Intelligence and the SAP Mobile Platform. As shown by its announcement of integration between its app store and AirWatch, SAP is also willing to open its platform to competitive tools, so existing customers shouldn t fear feature lockout. Apart from integration with other SAP products, the most distinguishing characteristic of the Mobile Secure platform is scale. For example, while many vendors can claim customer installations in the tens or low hundreds of thousands of users, Mobile Secure is currently managing over one million Android devices at the Thai Ministry of Education. That bodes well for the type of compliant, mission-critical apps most Mobile Secure installations will be supporting. It s important to note that while Mobile Secure can take advantage of other SAP apps, it does not require them. A large number of non-sap shops run Mobile Secure, as either direct customers, through a Managed Mobility Services (MMS) provider or through one of SAP s channel partners. MobileIron MobileIron plants its feet firmly in the middle of the EMM space, focusing on providing what is essentially the secure middleware of mobility. The company believes that best-of-breed apps will always win, particularly in the mobile world, so it focuses on enabling easy integration of other applications into its secure management framework. That framework consists of MDM (the company s traditional strength), a mature MAM product centered around an enterprise app store and app wrapping, an MCM solution designed to be provide policy-driven access to documents across a variety of content repositories, and a collection of additional security and reporting features. Unlike many of its competitors, MobileIron relies almost entirely on its channel partners to distribute and build value-added Sector Roadmap: Enterprise Mobility Management 18

19 services around its platform. Over the past several years, this dedication to partners has paid off, landing the company enormous deals at the world s largest banks, pharmaceutical companies, and healthcare providers. Its business is weighted toward larger, more sophisticated enterprises, with more than 70 percent of revenues ($132 million in fiscal year 2014) coming from businesses with more than 1,000 employees. It also claims some of the world s largest on-prem (more than 200,000 devices under management) and cloud-based (more than 170,000 devices) EMM installations. In the near term, MobileIron s focus on the high end should insulate it somewhat from a growing wave of commoditization. And while it has not yet posed a problem, longer-term, the company may be challenged by increased pressure on channel partners that also have ties to other EMM providers via acquisitions. SOTI SOTI is unlike any other EMM provider. First, it has remained profitably independent throughout its 20-year history, and has no plans to change that. Second, in a world that is rapidly shifting away from MDM, SOTI has doubled-down on its device-focused strategy. Since its beginnings managing embedded devices and peripherals, SOTI has built deep relationships with OEMs, and it continues to do so today, taking aim at the fractured landscape of Android device manufacturers. While SOTI s MobiControl product provides application management, secure content storage, and other features of a modern EMM platform, its differentiator is clearly the degree to which it has integrated with hardware. This is most clearly seen in MobiControl s Android+ technologies, which create a level of consistency across handset manufacturers and add remote helpdesk features such as device remote control. SOTI is growing and ambitious. The company claims a 50 percent year-over-year growth in the first half of its current fiscal year, and recently hired a chief innovation officer to head its new research and innovation lab in Waterloo, Ontario. SOTI understands that its future is not in commodity engagements, but with high-value clients like American Airlines, which created and supports several custom back office business apps to run on a variety of tablets and ruggedized devices. This focus has limited SOTI s exposure to business that will be consumed by encroachment from Microsoft and Google, but it also challenges the company to stay ahead of the curve as its competition is absorbed by massive companies with enormous resources. In the EMM world, SOTI is the opposite of Microsoft, and as such may be a potential partner. Businesses looking only for the simplest way to secure horizontal apps like Office on a wide range of phones and tablets should look elsewhere, but those that require sophisticated vertical applications, customized hardware, or deep remote diagnostics or other support in the field particularly if they support Android should place SOTI at the top of their list. Sector Roadmap: Enterprise Mobility Management 19

20 Microsoft While Microsoft Exchange ActiveSync defined baseline management for many years, for the majority of the smartphone era, the company s mobile ambitions were limited to various versions of its Windows Mobile OS. That changed in late 2013, when Microsoft extended its Intune cloud-based management tool to mobile devices and applications. It s hard to tell where Intune ends and Microsoft s other products begin, and that fuzziness is deliberate. Intune is less of a standalone product and more of a cloud service built on Microsoft s Azure Active Directory, integrating with Microsoft s Office 365 and System Center Configuration Manager (SCCM) products. Since most enterprises run one or more of these already, Microsoft hopes to provide enough MDM and MAM functionality to render its competition irrelevant. That deep integration makes Intune dangerous to other EMM vendors, despite the offering s relative youth. While other vendors have created impressive and secure mobile productivity suites, Microsoft Office remains the productivity standard. The prospect of adding policy to mobile Office applications and controlling users and devices through identity tools already in place is extremely appealing to businesses of all sizes. It is of greater interest to enterprises seeking broad access to horizontal productivity tools than highly specialized custom applications or particularly complex policies. For its target market, Microsoft has an additional weapon in its arsenal: economics. While CEO Satya Nadella has called out a specific focus on mobility management and InTune revenues are growing, Microsoft could still consider the product a success if it failed to turn a profit. Intune is part of an holistic effort to enhance the appeal of Microsoft s other products, which allows the company to charge less per user (for up to five devices) than some competitors charge per device. Over the next two years, Microsoft should be very successful in the SMB market, as well as with larger enterprises that have failed to implement sophisticated EMM programs in the past. Intune s low cost will make it a no-brainer for many other enterprises that will run the software alongside other EMM suites. It remains to be seen to what extent will push into development tools, more granular policy controls, deep device-level integrations, or the other features that differentiate the high end of competitive offerings, but it may not need to. It is more likely that Intune will absorb the most common use cases and continue to expand to meet the needs of the mainstream market, while at the same time leaving the most complex integrations to the rest of the market possibly through partnerships with its competition. Sector Roadmap: Enterprise Mobility Management 20

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