IDC MarketScape IDC MarketScape: Worldwide Enterprise Mobility Management Software 2014 Vendor Assessment Stacy K. Crook THIS IDC MARKETSCAPE EXCERPT FEATURES: GOOD TECHNOLOGY IDC MARKETSCAPE FIGURE FIGURE 1 IDC MarketScape Worldwide Enterprise Mobility Management Software Vendor Assessment Source: IDC, 2014 Please see the Appendix for detailed methodology, market definition, and scoring criteria. September 2014, IDC #251379e
IN THIS EXCERPT The content for this excerpt was taken directly from IDC MarketScape: Worldwide Enterprise Mobility Management Software 2014 Vendor Assessment (Doc #251379). All or parts of the following sections are included in this excerpt: IDC Opinion, IDC MarketScape Vendor Inclusion Criteria, Essential Guidance, Vendor Summary Profile, Appendix and Learn More. Also included is Figure 1. IDC OPINION Over the past several years, the enterprise mobility management (EMM) software market has been on a path of rapid evolution and consolidation. As customer needs have shifted from a focus on device management to a broader set of requirements around application security and data protection, vendors have had to continually expand their product suites. Today, the EMM market includes a collection of technologies that span across the functional areas of endpoint management, policy management, identity, network security, data protection and management, application security, and application lifecycle management. While IDC estimates the market for mobile device management (MDM) is currently about 50% penetrated in the United States from a customer perspective, we believe the opportunity for vendors to unseat each other is still quite significant for two reasons. One, the majority of customers begin mobility projects with a pilot group of users and increase the amount of seats over time. There is a better opportunity for displacement if a customer has only deployed a pilot of the solution versus a full rollout (notice we said that the market is about 50% penetrated from a customer perspective, not a seat perspective). Two, the relative mobile maturity of most customers is still low. Many organizations have EMM solutions from multiple vendors deployed, in some cases as a result of mobility initiatives undertaken outside the control of the central IT function. As customers start to become more strategic about mobility, they may find themselves looking to consolidate vendors where possible or switching out a point solution they bought in the past for a more sophisticated product suite. Greenfield opportunities are more bountiful outside of the United States. However, the increasingly global nature of business creates the imperative to build relationships with the largest companies as soon as possible as these deals have the potential to span across many geographies. Given the constant pace of innovation in consumer mobile technology, the fact that the enterprise isn't further along in leveraging those advancements for competitive advantage is somewhat surprising. The reality is, enterprise mobility has been rife with complexity both from an application development perspective and from a security perspective. Many organizations have mixed mobile worker environments to support, with myriad device, network, and software solution requirements. Customers want to adopt the best long-term strategies to maximize business value while minimizing risk, but feeling confident about the future direction of the industry is difficult when change is happening so fast. At the same time as IT is working through these complex decisions, consumerization trends are slowly shifting more and more of the control they once had out into the hands of the end user. Today, IT not only has to find solutions that not only meet governance and compliance mandates but also offer an optimal end-user experience. Failing to deliver on either imperative increases the risk posture of the organization. 2014 IDC #251379e 1
In addition to the fact that end users and the broader mobile ecosystem (device manufacturers, mobile operators) hold much of the power in the mobile space, another issue for IT buyers is the complexity of the vendor landscape. The mix of ISVs and core strategies of these vendors is extremely varied. There are vendors that hail from a security and/or systems management background; vendors that offer deep expertise in applications, workflows, and/or virtualization; and vendors that have purely focused on mobile from day one. Each of these vendors brings unique capabilities to the market, and because the conversations are moving from being tactical (i.e., How do we manage devices?) to strategic (i.e., How do we best enable our mobile workforce?) in nature, the buying process is being stretched out. While cloud has disrupted various functional software markets for several years now, IDC believes the additive power of mobile will serve to further accelerate movement toward next-generation IT infrastructure. Today, a company might leverage one vendor for client management, another for identity, another for centralized policy management, another for antimalware, and yet another for network security. As mentioned previously, a typical mobile management product brings all of these capabilities (and more) into one server. As mobile becomes more and more intrinsically woven into the fabric of the IT infrastructure, and mobile/desktop operating system (OS) convergence continues, the idea that today's "mobile" architectures could serve as the new paradigm for managing and securing all endpoints, not just mobile devices, becomes more salient. Vendors playing in the space are surely interested in capturing the near-term mobile opportunity, but as mobile becomes mainstream, the longer-term strategy is to provide next-generation security and management architecture. However, providing technology for technology's sake isn't a worthy pursuit. IDC believes the real value of being a leader in this space is the opportunity to help customers reduce the risk often associated with embracing innovative technology such as mobile and cloud. The goal is to offer IT tools that enable end-user productivity instead of stifling it. IDC MARKETSCAPE VENDOR INCLUSION CRITERIA Because of the large number of vendors participating in the EMM market, IDC invited vendors to participate based on two key criteria: An EMM suite offering (mobile device management [MDM], mobile application management [MAM], and mobile content management [MCM]), which had gained enough customer traction over 2013 to provide the required references when the project commenced in the first quarter of 2014. IDC estimated recognized software revenue totaling $20 million or above for calendar year 2013. Note: This revenue was estimated in April 2014 and may differ from forthcoming vendor share documents. In addition to the companies that met the criteria for this year's study, there are also a number of other companies that play in this space that may qualify for future IDC MarketScape documents. These include Microsoft, Dell, CA Technologies, Sophos, Kaspersky Lab, Absolute Software, Globo, McAfee, and others. 2014 IDC #251379e 2
ESSENTIAL BUYER GUIDANCE While it is true that enterprise mobility is complex and buying decisions shouldn't be taken lightly, the competitive environment is moving too fast for companies to stand still. IDC provides the following guidance pertaining to enterprise mobility management purchasing: Bring a cross-functional group of employees together to discuss mobile purchasing decisions and ensure that the group includes people whose primary concern is the end customer's experience of dealing with the organization. The more information you can gather about the needs across the company, the more potential value you can realize from the system. While EMM solutions certainly offer key pieces of security functionality, they can also integrate with many other systems to help enable centralized policy management and streamline business processes. For instance, IT may want to choose a solution that integrates with a mobile application development platform to ensure a common security framework is leveraged across all mobile applications. Or your organization may have line-of-business (LOB) folks that want to be able to manage and deploy their own apps. In this case, a solution with drag-and-drop menus and the ability to partition user groups will be key. We recommend evaluating solutions that go beyond the basics to deliver real business value to your organization. Another reason it's critical to bring together LOB folks: Mobility should be a key part of the overall IT strategy, not a segregated enclave. The reality is that the kinds of endpoints your organization has to support are expanding, not shrinking, and you don't want to have separate strategies and consoles to deal with each of them. In addition, we believe that over time, operating systems between mobile and nonmobile devices are going to become more and more similar, so the decisions you make today will likely play a larger and larger role in the broader IT infrastructure in the future. This speaks to the importance of choosing vendors with highly reliable, available, and scalable solutions with flexible deployment options. Organizations should approach mobile management as a way to securely enable end users. We have seen time and time again that if the end user doesn't enjoy working with the solution on a day-to-day basis, it stifles the uptake, which then impacts the company's ability to maximize ROI on the mobility deployment. It also makes it more likely that employees will use alternative consumer solutions that may be less efficient and less secure than the corporate solution. To avoid these issues, we recommend organizations seek out vendors that put a strong emphasis on end-user experience in their product architecture. Once a solution has been chosen, it is best for organizations to provide end-user training and get feedback in the early days of the deployment. This is a good way not only to involve employees in the process but also to identify any issues early on that might affect compliance later. That said, it is also important to minimize the amount of end-user training that the solution requires. Millenials are now a key part of the enterprise workforce, and they have little patience for reading manuals. VENDOR SUMMARY PROFILES This section briefly explains IDC's key observations resulting in a vendor's position in the IDC MarketScape. While every vendor is evaluated against each of the criteria outlined in the Appendix, the description here provides a summary of each vendor's strengths and challenges. 2014 IDC #251379e 3
Good Technology Good Technology is a Leader in the 2014 EMM IDC MarketScape. Good Technology, a provider of mobile security and management solutions, was established in 1996 and is headquartered in Sunnyvale, California. The company currently has more than 5,000 customers in over 180 countries around the world. Good has more than 800 employees based worldwide and has offices throughout the United States, EMEA, and APAC. Approximately 40% of Good Technology's revenue comes via the company's direct sales force, with the remaining 60% coming through channel partners. Good offers a broad portfolio of mobility management tools and services. The company's flagship offering is the Good Mobility Suite, which includes: MDM, MAM, MCM, and containerization A customizable enterprise app store All apps in the Good Collaboration Suite Unlimited deployment of customer-developed apps Good Mobile Service Manager Good Enterprise Suite is another popular entry-level EMM offering that includes MDM, MAM, secure browser (Good Access), document management, and secure email, contacts, and calendar. The Good Collaboration Suite includes everything in the Good Enterprise Suite plus Good Share. Good Share offers SharePoint and file server access and Good Connect, which is Good's instant messaging and presence app. This app integrates with Microsoft Lync or IBM Sametime, unlimited Good-secured ISV apps, and Good Mobile Service Management for operations and analytics. Good Mobile Service Management, stemming from Good Technology's recent acquisition of BoxTone, includes real-time monitoring, predictive analytics, end-to-end visibility, and automated support. Good also recently acquired the assets of Fixmo to further enhance its ability to serve regulated industries. Capabilities added via the acquisition include FISMA certification and secure boot capabilities. Good Technology, in addition to its ongoing support for mobile operating systems, will also be introducing capabilities for Windows 8 Pro in the near future. Strengths While much of Good's historical success has stemmed from the Good for Enterprise application, the company has made a successful pivot toward a platform approach to mobility that enables IT admins to leverage a centralized platform for building security into corporate apps as well as deploying these apps and then managing and supporting them as well throughout their life cycle. Good has a strong R&D organization and has been first to market with concepts that are then often replicated by competitors. One of the company's latest innovations is the Good Dynamics Shared Services Framework, which allows developers to publish services. As a result, other developers that are building line-of-business apps and/or workflow support apps can leverage existing code while they place their focus on building their specific business logic. 2014 IDC #251379e 4
Good's customers cite deep comfort with the company's security model, easy administration, and an excellent support function as strengths of the company. Challenges The success of Good's impending IPO is critical to the company's future viability as the standalone provider in this space. When the company's financials were revealed earlier this year, it became obvious that all of the acquisition activity and R&D work over the years has come at a price. While this kind of spending may have been required to drive Good's success in the market, the company will not be able to continue to move at its current pace much longer without increased billings growth or further funding. For customers of the traditional Good for Enterprise application, the most commonly cited challenge has been the user interface. However, for the latest iteration of the app, the company did a complete rewrite of the application with a modern new user interface. Another issue customers frequently bring up is the complexity of working with the Good Dynamics SDK and the fact that they need to support multiple servers. Good has taken action to reduce the complexity of the implementation with the recent introduction of a common server architecture, the Good Enterprise Mobility Server that offers HA/DR and a single architecture that any Good apps can be deployed off of. Today, Good's name is exclusively associated with mobile. We believe companies will be looking for solutions that run across all endpoints. Good will have to continue to find a way to balance its mobile heritage while staying relevant to broader enterprise needs. APPENDIX Reading an IDC MarketScape Graph For the purposes of this analysis, IDC divided potential key measures for success into two primary categories: capabilities and strategies. Positioning on the y-axis reflects the vendor's current capabilities and menu of services and how well aligned the vendor is to customer needs. The capabilities category focuses on the capabilities of the company and product today, here and now. Under this category, IDC analysts will look at how well a vendor is building/delivering capabilities that enable it to execute its chosen strategy in the market. Positioning on the x-axis, or strategies axis, indicates how well the vendor's future strategy aligns with what customers will require in three to five years. The strategies category focuses on high-level decisions and underlying assumptions about offerings, customer segments, and business and go-tomarket plans for the next three to five years. The size of the individual vendor markers in the IDC MarketScape represents the market share of each individual vendor within the specific market segment being assessed. 2014 IDC #251379e 5
IDC MarketScape Methodology IDC MarketScape criteria selection, weightings, and vendor scores represent well-researched IDC judgment about the market and specific vendors. IDC analysts tailor the range of standard characteristics by which vendors are measured through structured discussions, surveys, and interviews with market leaders, participants and end users. Market weightings are based on user interviews, buyer surveys, and the input of a review board of IDC experts in each market. IDC analysts base individual vendor scores, and ultimately vendor positions on the IDC MarketScape, on detailed surveys and interviews with the vendors, publicly available information, and end-user experiences in an effort to provide an accurate and consistent assessment of each vendor's characteristics, behavior, and capability. Market Definition IDC has renamed the market formerly known as mobile enterprise management (MEM) to enterprise mobility management (EMM) software; however, there is no change to products or vendors included in this study. Vendors playing in the EMM market offer suites of capabilities that include mobile device management and mobile application management at a minimum but often offer additional functionality to control and manage content (mobile content management) and email (mobile email management) as well. Many of these solutions leverage containerization technology to provide separation between personal and business information on BYOD devices and gateways to provide a secure tunnel for information flow between the enterprise network and the endpoint device. A mobile device management solution includes many of the standard features included in PC management solutions but also includes additional functionality that addresses the unique needs of mobile devices such as smartphones and media tablets and increasingly other areas (i.e., M2M modules or printers). Some of the key features of a mobile device management solution are: Device provisioning and managing configuration settings Inventory/asset management Software distribution (applications, OS, firmware updates) Remote wipe/lock, remote control for systems diagnostics Policy/compliance management (encryption management, device posture, etc.) Authentication and certificate management Real-time device monitoring, location information, GPS breadcrumbing Reporting and analytics on devices Mobile application management refers to a solution by which specific mobile applications can be managed, secured, and distributed by IT organizations and typically allow for enhanced policies to be applied to individual applications. Mobile application management solutions can either supplement MDM functionality or stand alone and typically include some combination of the following features: Managing the application life cycle 2014 IDC #251379e 6
Granular application distribution capabilities by group or policy (often through a mobile enterprise application store) Application performance management and monitoring Application version management and end of life Detailed application analytics Granular security management and corporate policy control of applications and content Enforce or restrict user authentication and encryption per application Apply micro-vpns to individual apps Enable or disallow data storage, offline access, document sharing, and copy/paste Ability to wipe applications/data remotely Mobile content management solutions for the enterprise provide IT with a secure way to provide access to files/content/data sitting in various data stores to mobile devices. Such solutions may also provide mechanisms to securely collaborate on this content as well. These products allow IT to manage who gets access to what information and may tie in with other back-end or mobile-specific policy systems. Preventing data loss is a key goal of these products, and they do so by providing IT with a mechanism to control data flow in and out of the secured app and secure communication between apps. These solutions assist with compliance and governance by offering reporting on user activity with mobile content. Mobile content management solutions may be either cloud based or onpremise based and may also provide access to content that is in the cloud or behind the firewall. LEARN MORE Related Research Worldwide Enterprise Mobility Management 2014 2018 Forecast and Vendor Shares (forthcoming) BlackBerry Security Summit 2014: Focusing on Core Competencies for Profitability (IDC #lcus25019114, July 2014) Doubling Down on Enterprise Mobility: Apple and IBM Partner to Drive Deeper into Enterprise and Industry (IDC #lcus24994214, July 2014) Worldwide Mobile Enterprise Security Software 2014 2018 Forecast and Analysis (IDC#249434, June 2014) The State of Mobile Enterprise Software in 2014: An IDC Survey of Applications, Platforms, Decisions, and Deployments (IDC #249234, June 2014) Good Technology's Good Exchange 2014: The Future Rests on an IPO and Innovation (IDC #lcus24916214, June 2014) Symantec Continues to Evolve Mobile Enterprise Strategy with NitroDesk Acquisition (IDC #lcus24897614, May 2014) 2014 IDC #251379e 7
IDC's Worldwide Security Predictions, 2014: The New Value of Security Paranoia (IDC #WC20140107, January 2014) Worldwide IT Security Products 2013 2017 Forecast and 2012 Vendor Shares: Comprehensive Security Product Review (IDC #245102, December 2013) Worldwide Business Use Smartphone 2013 2017 Forecast Update (IDC #244840, December 2013) Market Analysis Perspective: U.S. Mobile Enterprise Device Solutions, 2013 BYOD Paradigm Bringing Holistic Shift in Enterprise Strategy (IDC #245033, December 2013) IBM Strengthens MobileFirst Security Strategy with Acquisition of Fiberlink (IDC #lcus24450013, November 2013) Mobile Enterprise Security: Striking a Balance Between Usability and Risk (IDC #243297, September 2013) Synopsis This IDC study uses the IDC MarketScape model to provide an assessment of a number of vendors participating in the worldwide enterprise mobility management software market. The IDC MarketScape is an evaluation based on a comprehensive framework and a set of parameters that assess vendors relative to one another and to those factors expected to be most conducive to success in a given market during the short term and the long term. "As mobile becomes more and more intrinsically woven into the fabric of the IT infrastructure and desktop and mobile OS alignment continues, the idea that today's mobile architectures could serve as the new paradigm for managing and securing all endpoints becomes more salient, says Stacy Crook, research director for IDC's Enterprise Mobility research practice. "The value of being a leader in this space is the opportunity to help customers reduce the risk often associated with embracing innovative technology such as mobile and cloud." 2014 IDC #251379e 8
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