Executive Brief The Global Market for Enterprise Mobility Management Solutions

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1 2013 Enterprise Mobility and Connected Devices Executive Brief The Global Market for Enterprise Mobility Management Solutions Part of the Strategic Insights 2013, Enterprise Mobility Solutions Research Program: Track 5, Topic 1 By Eric Klein, Senior Analyst, with David Krebs, Vice President

2 Inside this Report This report provides a comprehensive analysis of the market for Enterprise Mobility Management (EMM) Solutions, including the vendor landscape, supporting ecosystem, and enterprise end-user requirements. It includes rigorously developed analyses that size and forecast the EMM market, along with a discussion of how the highly complex competitive landscape will evolve. It addresses the most important trends in EMM including security and BYOD, as well as the drivers behind EMM adoption. What questions are addressed? What is the size of the EMM market? How fast will this market grow? Why have MDM point-solutions given way to comprehensive EMM solutions? How are EMM vendors tackling the challenges of BYOD in the enterprise? Will large and established ISVs force rapid consolidation in the mobile ecosystem? Are EMM solutions best delivered via the channel as a managed service? Who should read this report? This report is for written for all vendors that participate in the enterprise mobility software, services, and hardware business. The report is a valuable strategic and tactical decision support tool for individuals with C-level titles, as well as those with senior marketing, strategy, product development, and business development roles. VDC Research, 2013 Page 1

3 Contents Global Market Overview and Forecast Global Market at a Glance Global Enterprise Mobility Management Market Forecast (US $M) Global Market Ideas & Insights Five-Year Forecast: Mobile risks spur market growth Recent Developments The channel imperative EMM vendors must enhance their security capabilities Satisfaction with security provided by currently deployed MDM solution Focal Points - Securing the device, the applications and the network EMM s comprehensive solution range Competitive Landscape Competitive Landscape by Vendor Class Handset OEMs Competitive Landscape Ideas & Insights: Hardening the OS Vendor Insights Apple BlackBerry HTC Samsung Microsoft Motorola Solutions MDM to EMM Vendors Competitive Landscape Ideas & Insights Vendor Insights AirWatch Fiberlink (MaaS360) Good Technologies MobileIron SAP SOTI Citrix BoxTone LANDesk Network Access Control (NAC) Vendor Insights Aruba Networks Juniper Networks ForeScout NetMotion Wireless Trustwave Holdings Channel Insights Channels Ideas & Insights End User Trends and Insights BYOD elevates risks in corporate deployments Organization confidence in addressing risks mobile devices pose to corporate networks Mobile security is different than IT security Most important elements considered when investing in mobility management solutions Do EMM vendors meet market needs? What tools has your organization implemented for data privacy on mobile devices? Supporting multiple platforms adds complexity How supporting multiple mobile platforms impacts the support of the mobile deployment Managing risk is crucial Which factors do you consider the greatest threat to your mobile IT security? Confidence levels are low The Cost of Doing Business About this Report VDC Research, 2013 Page 2

4 Summary Executive Brief The battle among mobile ISVs is in full swing, with countless vendors striving to become the primary provider of a broad range of mobile solutions for today s enterprise. Established mobile software categories such as mobile device management (MDM) and telecom expense management (TEM) have not only matured but are being integrated with emerging mobile categories such as mobile application, security, and content management. Now integrated, these formerly isolated enterprise mobility products are being marketed by a wide range of vendors as enterprise mobility management (EMM) solution. EMM vendors are having success in expanding their customer bases and have been steadily growing their revenues. However, competition will continue to be fierce, with vendors battling on both price and innovation. This has the EMM segment shaping up to be one of the most competitively fought enterprise mobility software markets. The future will likely include considerable M&A activity as the market consolidates, as well as attrition resulting from weaker players inability to survive in this highly competitive space. Key Findings Our forecast shows that the global market for EMM solutions will see a robust compound annual growth rate (CAGR) of XX.X% as it grows to $XXXM in 2017 from $X.XB in [Data available in full report.] EMM solutions will be essential for IT leaders to regain control of their organizations mobility initiatives, and adoption of EMM solutions will continue to be fast-paced as a result. Best-of-breed mobile-first ISVs who do not offer complete EMM solutions, but instead specialize in content, application, and security management will need to demonstrate a compelling value proposition and commercial viability rapidly in order to secure the channel partnerships they need to gain visibility and acquire customers. Handset OEMs are a growing threat to EMM vendors, as they continue to enhance device security with hardware primitives and other methods. More importantly, they are embracing the mobile ecosystem and are partnering effectively to successfully bring to fruition enterprise-grade smartphones and tablets. EMM vendors will need to accelerate their pace of innovation in order remain relevant. VDC Research, 2013 Page 3

5 Global Market Overview and Forecast Global Market at a Glance Global Enterprise Mobility Management Market Forecast (US $M) Global Market Ideas & Insights Five-Year Forecast: Mobile risks spur market growth Our forecast indicates that the global market for enterprise mobile management (EMM) solutions will grow to $X.XB market by 2017 from a base of $X.X billion in 2012, a CAGR of XX.X%, driven by growth within existing accounts and new account acquisition. [Data available in full report.] CIOs and IT leaders are actively investing in solutions to help mitigate the inherent risks of using mobile devices for line of business applications. The portability, connectivity, and storage capacity of smartphones and tablets pose a significant data leakage risk. Additional serious corporate liability issues arise from personal data that may reside on an employee s device. EMM solutions help address both sides of the equation, as well as providing other benefits around telecom expense management (TEM), application security and management, and much more was a banner year for EMM vendors as many experienced significant growth, with notable traction being gained through channel partners. VDC Research, 2013 Page 4

6 We envision a large shift in the EMM revenue mix during the forecast period, with non-mdm components driving the majority of the revenues during future years. This stands in stark contrast to today s revenue mix, which is largely dominated by MDM. The proportion of total revenues from content management, application management, and security management accounted for just XX% of revenues in 2012, while software licenses and support revenues from MDM solutions accounted for XX% of revenues. VDC projects that EMM solution components other than MDM will account for approximately XX% of total EMM revenue by [Data available in full report.] As EMM vendors expand the breadth of their solutions and integrate application, content, and enhanced security features into their platforms, they will need to partner effectively to reach new customers. Out-of-country partners will also be vital for EMM vendors to expand deployments with their multinational customers, and will bring opportunities for new customer acquisition. Vendors who have designed their solutions to be offered as a managed service will be best-positioned to establish partnerships with regional vendors who bring the requisite professional service, support and integration capabilities. Such partnerships are a proven and efficient way to drive growth without having to make significant investments into the sales organization. Recent Developments Several core device management capabilities, such as provisioning, configuration management and remote lock/wipe have commoditized. Meanwhile customers are becoming more actively engaged in deploying and managing mobile applications and providing mobile workers with secure access to existing corporate data stores. Thus, leading mobile-first MDM vendors such as AirWatch, Good Technology, MobileIron, and SAP have expanded their solution range and reframed their messaging to EMM. These vendors have focused on developing secure file (content) management and collaboration, application management, and enhanced security functionality that is often referred to as containerization or secure container. Best-of-breed mobile-first ISVs such as Apperian, Asdeq Labs, Averail, Big Tin Can and Bitzer Mobile will continue to bring innovative solutions to market in these functional areas as they attract VC-funding and demonstrate that their solutions are filling real gaps in EMM software. The sheer size of enterprise mobility opportunity has given rise to a myriad of players and created a highly fragmented EMM landscape that includes large and established ISVs, mobile-first ISVs, security-oriented ISVs, networking vendors, and carriers. Each brings solutions to the market with their own value proposition or vision for how to best support enterprise deployments. Support for the Android platform will remain a notable area of focus VDC Research, 2013 Page 5

7 for participating vendors due to the platform s continued market share gains. Windows Phone support has been uneven among leading EMM vendors, though we believe that Microsoft will continue make gains in the enterprise in 2014 and that EMM support for the platform will increase. EMM vendors will also continue to build their capabilities around enhanced security; we see new areas of focus on integrating and leveraging technologies such as WebRTC for video and collaboration, as well as a renewed focus on unified communication, coming in the next months. VDC Research, 2013 Page 6

8 About this Report VDC Research s i2: ideas & insights reports provide clients with deep insights into product, market, channel, and competitive strategies and tactics. Using deep and rich datasets based on extensive primary research, the i2 reports provide clients with the insights they need to make strategic decisions for their business about the markets they are in and the markets they want to be in. Coverage includes a combination of market sizing, segmentation, forecasting, end-user requirements analysis, competitive analysis, and more. For more information contact us at and visit our website at VDC Research, 2013 Page 7

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