key considerations in evaluating & selecting a mdm solution executive summary

February 2012

Galvin Consulting, LLC EXECUTIVE SUMMARY

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Key Considerations in Evaluating & Selecting a MDM Solution

As worldwide growth in the mobility market surges among both business and personal users,

organizations are seeking ways to monitor, manage and secure mobile devices, data and

applications. Security concerns among IT managers about sensitive data leaving corporate

environments have led many executives to investigate mobile device management solutions.

MDM vendors provide customers with a way to manage, secure, support and track mobile

devices throughout their enterprise. Typical functionality includes over-the-air updates; asset

management; support for applications; the ability to locate, lock, and wipe devices; policy

control and password management; device diagnostics and reporting; and security and

compliance enforcement.

A key driver of MDM growth has been the BYOD – Bring Your Own Device – and

consumerization of IT phenomena. As consumers increasingly bring smartphones, tablets and

other mobile devices into enterprise settings, they expect access to corporate networks and

support by enterprise IT departments. This, along with device and mobile operating system

fragmentation – particularly on Android-based devices – has overwhelmed IT managers and led

to greater interest in MDM solutions.

Due to the significant and accelerating growth in mobility, vendors have entered the mobile

device management market at a rapid pace to capitalize on the need to secure data and

devices. As a result, the MDM market has become crowded, with a mentality sometimes

referred to as the “Wild West.” Additionally, vendors from adjacent industries, including

mobile application management (MAM), are seeking to capture a portion of the mobility

market. In some cases, MDM vendors are partnering with complimentary firms such as MAMs

in order to provide a comprehensive approach to customers. MDM executives realize the

market is moving too fast to develop solutions on their own and emphasize strong partner

ecosystems.

The MDM market can be segmented in a variety of ways. When MDM vendors look at their

own market opportunities, they utilize both vertical and functional segmentation approaches,

targeting industries and line of business groups that are most likely to adopt mobile device

management solutions quickly and comprehensively. It is also common for MDM players to

segment the market based on customers’ size and rate of adoption.

When evaluating the MDM industry structure, there are two principal types of vendors: large

companies that offer mobile device management as part of a larger set of offerings and smaller

players who are primarily or exclusively focused on the mobile device management market.

Larger players are typically public, while smaller players are generally private and backed by

venture capital funding.

Mobile Device Management:

Key Considerations in Evaluating &

Selecting a MDM Solution

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Mobile device management vendors provide numerous benefits for their customers, including

improved ROI/TCO, more efficient and productive employees, greater customer and employee

loyalty, and improved data and device security. These benefits are highlighted in the following

table and discussed in greater detail throughout the study.

Key Benefits Provided by Mobile Device Management Solutions

Benefit Examples

Lower TCO Reduce telecom expense

through telecom expense management programs

Lower provisioning costs

by provisioning devices OTA and remotely

Self-service portals lower

IT administrative overhead

Improved ROI ROI improvements include significant hard dollar

savings, totaling millions in

some cases

Soft ROI examples include greater productivity and

improved employee

morale

Mobile apps are driving significant ROI today and will generate even greater

ROI in the future

Reduce Complexity Customers can upgrade software on all devices

simultaneously

Solutions allow user self-service and administration

IT can restrict corporate devices to specific

versions or OS levels

Increase Security

Includes sandboxing, containerizing and

segmenting personal and corporate data

Application tunnels run from a container to an

enterprise back-end system

Document control provides time- and

location-based access to documents

Improve Employee Experience

Allow employees to bring and use their own personal

devices

Develop and deploy mobile applications that

create greater efficiencies

and productivity

Solicit and util ize stakeholder involvement

and testing

Reduce Liability and Legal Concerns

Devices can be tracked, locked and wiped if lost or

stolen

Departed employees no longer have access to

sensitive company

information

BYOD environments may restrict corporate l iability

to business data only

Increase Productivity

and Efficiency

Mobile integrations with

business system services, such as BI, ERP & CRM

Reduced duplication and

manual processes lead to greater effectiveness

Less down time and

“waiting around” generates higher sales

Improve Customer Experience

Tablet kiosks help drive greater engagement and

higher spend

Customers are more loyal and will ing to re-purchase

Data is more accurate and accessible

Improve Support Self-service portals fit new

end-user paradigm

Partner support provides

comprehensive assistance

Customers can choose

low-, mid-, or premium-level support contracts

Provide Greater Choice

Customers can choose on-premise, cloud/hosted, or

appliance solutions

Vendors offer platform and container offerings

Partnerships allow vendors to provide more comprehensive offerings

Offer Attractive

Pricing

SaaS and appliance pricing

offer reasonable per user and per month fees

Greater competition

within the MDM market has driven down all pricing

Some vendors offer

warranties or free support

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Mobile Device Management (MDM) Market Overview Managing mobile devices is not new – since the introduction of

laptops, IT departments have had to manage mobile infrastructure to

keep track of employee usage of corporate assets. What has changed

is the complexity of multiple platforms, operating systems, device

types and applications.

This complexity is compounded by the BYOD and consumerization of

IT phenomena in which users are driving device choice instead of

control coming from IT departments in a traditional top-down

approach. Moreover, unlike laptops, when corporate applications

were essentially corporate email and users were primarily utilizing a

singular device – BlackBerry – the mobility environment today has

diversified into hundreds of different permutations.

IT executives cite security concerns as a primary reason for evaluating

and selecting MDM solutions. As more employees bring their mobile

devices to work, there are security implications in terms of device

management, information management, and file management, as

well as issues of overall information security and integrity if an

employee leaves the organization.

An approach some MDM vendors have taken in addressing security

concerns around mobile data is to adopt a container architecture,

while other MDM players offer a platform approach.

Container Approach: As the name implies, sensitive information

is put into a “container” or sandbox and managed within that

container. Typically, personal data in a BYOD environment is kept

out of the container so that any wipe of corporate data is clean

and does not disturb an end-user’s personal information, a key

legal consideration for many firms.

Platform Approach: Companies utilizing a platform approach

manage the device all the way down to the OS level. Vendors in

this category work closely with hardware manufacturers, including

handset and tablet manufacturers, to ensure they have access to

the APIs into which their systems will connect. These vendors also

stress their ability to provide a “native” user experience.

RESEARCH COMPONENTS CASE STUDIES

Tangoe Predicts BYOD Trends

Fiberlink on Fire

AT&T’s Focus on Mobile Security

Enterproid’s Divide

VENDOR PROFILES

Absolute Software

AirWatch

AT&T

BoxTone

Fiberlink

Good Technology

McAfee

Mformation

MobileIron

Motorola Solutions

SAP

SOTI

Syclo

Tangoe

Wavelink

Zenprise

TABLES

MDM Company Backgrounds

MDM Vendor Offerings

MDM Vertical Expertise

Vendor Approaches to Mobility Management:

Platform versus Container

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Mobile Applications Driving Growth Mobile applications are driving much of the growth in the mobility

market, and MDM vendors are responding. MDM vendors offer

support for mobile applications from Apple’s iTunes and Google’s

Android Market, as well as private and custom applications.

Increasingly, customers are blending different types of applications to

meet their needs, such as on-device, thick client standalone, thin

client web-clip, and applications that are a combination of on-device

code as well as back-end database/back-end application server.

MDM providers are supporting these needs through innovative

combinations of technology.

Mobile Application Management (MAM) vendors have begun

entering the market, creating tension between their approach toward

application development, deployment and management and the

approach taken by MDM players. In other instances, MAM and MDM

vendors are working collaboratively through partnerships. We

explore the different strategies taken by the various players and how

this impacts both user experience and security.

We also examine the different stages of development among

customers with regard to application deployment. While some

customers have moved beyond basic applications to more advanced

capabilities, many companies continue to struggle with how to

manage all of the applications that end-users are putting onto their

mobile devices, including securing and provisioning the applications

and managing third party versus in-house applications.


Fiberlink: Applications in

the Cloud

MobileIron’s AppConnect

Helps Secure Enterprise

Applications

Absolute Software

Provides Secure Document

Access and Control

through AbsoluteSafe

Wavelink Stresses

Importance of Controlled

Application Rollouts

SOTI’s MobiControl Saves

Auto Glass Business

VENDOR PROFILES

Apperian

Bitzer Mobile

Partnerpedia

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MDM Delivery Models Allow Greater Customer Choice While mobile device management has traditionally been offered as an

on-premise solution – a delivery model that remains a significant

portion of the MDM installed base – customers are increasingly

evaluating other ways of consuming MDM offerings. Vendors are

moving at varying speeds to provide alternatives:

Recent Offers of Cloud Solutions: Companies such as MobileIron,

Motorola Solutions, SOTI, Tangoe, Wavelink, and Zenprise have

recently added hosted offerings to their portfolios. In-depth

discussions with executives from these firms found that the cloud-

based segments of their businesses are growing at a rapid rate.

Cloud Solutions through Partnerships: Vendors such as McAfee,

SAP and Zenprise are offering cloud-based MDM solutions through

partners. In some cases, these vendors are also developing their

own cloud-based solutions as organic offerings through their direct

sales teams.

Cloud-only Offerings: Fiberlink and Mformation regard the single

option of a cloud-based solution as preferable to the combined

offerings of cloud and on-premise solutions. These firms believe

that the rapid pace of change within the mobility market, along with

the general IT trend to increasingly shift infrastructure from on-

premise to the cloud, makes cloud-based MDM a sound decision.

On-Premise-only Offerings: Good Technology believes that

delivering end-to-end security with consistent, government-grade

data encryption across all of its supported platforms and devices

requires an on-premise solution with a footprint behind the

corporate firewall and on the device, particularly when business

apps and data being accessed are based on on-premise systems.

We analyze and discuss additional paths vendors are taking to meet

customer delivery needs, including appliance offerings; perpetual

licensing; site, partial and full hosting; and managed services hosting.

Additionally, we address the deep and sometimes visceral differences in

vendor attitudes about the relative ease – or difficulty – in moving from

a single-tenant, on-premise architecture to a multi-tenant, cloud-based

architecture.


Mformation Highlights

Cloud Security

Zenprise’s Evolution from

On-Premise to the Cloud

SAP Offers Cloud-based

Afaria with Key Partner

Offerings

TABLES

MDM Vendor Delivery Options

MDM Pricing Models

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Partner Ecosystem Critical to MDM and Customer Success In every interview with MDM executives, partnerships were highlighted

as a vital factor to MDM success and customer satisfaction. Partners

are essential to MDM players when MDMs are moving into new

markets or adding new technologies and services that may not be a

core competency. Partners also extend MDM vendors’ reach to

international markets.

Partners provide both horizontal and vertical expertise. Examples of

highly sought after vertical partners include those in fast-growing

mobile industries, such as healthcare and financial services.

Horizontally, MDMs are seeking out best-of-breed partners, such as

players with deep experience and relationships in mobile security.

Partnerships are detailed in the following areas:

MDM Partnerships with OEMs: MDM vendors are partnering with

OEMs to develop advanced functionality for feature-rich products.

MDMs are also pre-loading their software onto OEM devices,

allowing customers to purchase mobile devices bundled with MDM

products.

MDM Partnerships with Carriers: Carriers are important to the

MDM market, as they expand MDM vendors’ reach into the

carrier’s customer base, as well as scale down to lower segments of

the market that may not typically be targeted by MDM players.

MDM Partnerships in Adjacent Industries: MDM players have

structured partnerships with technology vendors, software services

companies, managed service providers, mobile application

management vendors, mobile enterprise application platform

players, value added resellers, and system integrators.

MDM vendors also rely on partners to provide a variety of support

services, including international support, system support, Tier 1 help

desk support, application development and deployment, and

installation and configuration assistance.


Good Dynamics Promotes

Secure Application

Development through

Partnerships

Syclo’s Tiered Partner

Structure

Motorola Solutions: Plug-

In Partner Model

BoxTone and 3LM Partner

to Provide Secure Android

to Security-Conscious

Customers

AirWatch Scales with

Global Customers

MDM Partnerships:

Critical to Future Success

TABLES

MDM Technology Partnerships

MDM Geographic

Coverage MDM Support Offerings

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Mobility Experts Provide Advice for Evaluating and Choosing a Mobile Device Management Solution

In a crowded market with MDM vendor functionality that appears

undifferentiated in the eyes of many customers, how can IT managers

decide upon the best “fit” for their organizations? What are the critical

issues enterprise IT managers should consider when evaluating MDM

solutions?

We asked these questions to MDM executives, and they provided

insights on key strategies customers should employ when considering

and selecting an MDM provider. We discuss these recommendations

and others in greater detail within the report:

Consider MDM as a Long-Term Strategy: Customers should ensure

that they are taking a long-term view of their mobility deployments

by preparing for different market scenarios, including multiple

devices and platforms that may be introduced, or that may

disappear.

Determine Vendor Support for Heterogeneous Environments:

While most top-tier MDM providers support a range of mobile

operating systems, device fragmentation necessitates that

customers inquire about specific MOS levels supported across the

various platforms.

Determine BYOD Strategy: Customers who have not already

decided on a BYOD policy need to do so soon. Otherwise,

employees will make this determination for them.

Put Corporate Policies and Business Needs Ahead of IT Tools:

MDM executives stressed the importance of putting corporate

policies and strategies ahead of devices and MDM software so that

MDM solutions are aligned to the customer organization, and not

vice versa.

Understand the Needs of Business Units: Organizations need to

understand not only the requirements of the IT department, but the

critical business needs and processes that individuals use with

mobility and mobile applications.

RESEARCH COMPONENTS

TABLES

Considerations for

Implementing Mobility

Policies and Procedures

Sample Reimbursement

Policy Matrix

Mobile Device

Management Industry

SWOT Analysis

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INTENDED AUDIENCE FOR THIS REPORT

Key Considerations in Evaluating & Selecting a MDM Solution serves a growing audience of IT

managers within medium-to-large organizations who are considering the deployment of mobile

device management solutions within their organizations. The report:

Highlights the core capabilities provided by top-tier MDM providers, the benefits MDM

solutions provide, and the innovative ways in which mobility is being used within

organizations today.

Presents comprehensive and detailed recommendations for the types of issues IT

executives should consider before and during their discussions with mobile device

management vendors, highlighting key questions and capabilities prospective customers

should raise to discern whether a specific solution is a good “fit” for their needs.

o Mobile device management vendors, while outwardly similar, offer distinctive

solutions tailored to specific markets.

Provides recommendations about internal policies and procedures that will aid in

organizations’ long-term mobility success, helping to prevent avoidable mistakes that

organizations new to the industry may encounter.

Provides assistance to customers who may be considering adjacent mobility players,

such as mobile application management vendors – either in addition to or in place of

MDM solutions. Through in-depth discussions with these market players, we present

the similarities and differences in their approaches to mobility management.

HIGHLIGHTED ORGANIZATIONS

This report features information from in-depth interviews with leading mobile device

management providers, as well as emerging mobility players . Customer and partner interviews

were also conducted to provide additional perspectives on the market. Case studies and

company profiles highlight the innovative work being done in the mobile device and mobile

application management markets by a variety of players, including:

3LM, Absolute Software, AirWatch, Apperian, AT&T, Bitzer Mobile, BoxTone, Coldwater Creek,

DynCorp International, Endeavour Software Technologies, Enterprise Mobility Strategies,

Enterproid, Fiberlink, Good Technology, McAfee, Mformation, MobileIron, Motorola Solutions,

Paragon Development Systems, Partnerpedia, SAP, SOTI, Syclo, Tangoe, Verivo, and Wavelink.

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ABOUT GALVIN CONSULTING, LLC

Galvin Consulting publishes syndicated research on mobile technology, including Smartphones

in the US Enterprise and Transforming Healthcare through mHealth Solutions. Additionally,

Galvin Consulting has supported direct clients and mid-tier research firms on custom market

intelligence and primary research projects. Analyst expertise extends from mature hardware

and software technology to emerging markets.

Through in-depth analysis and ongoing conversations, Galvin Consulting has developed

relationships with global subject matter experts and industry influencers. Deep connections

with technology professionals put Galvin Consulting analysts in close proximity to the tactical

and strategic information end-clients seek. Galvin Consulting researchers have a highly tuned

perspective on the integration of technology within corporate enterprises. They also

understand the vertical application of technology within a given industry by virtue of

interviewing key technology consumers.

Galvin Consulting research includes market trends, drivers, segmentation, industry dynamics,

market direction, pricing/cost analysis and SWOT analysis. Additionally, Galvin Consulting

frequently includes competitive analysis, feature/functionality analysis, financial health, and

gap analysis. Customer satisfaction research is an additional core competency, including

win/loss analysis and customer satisfaction research.

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METHODOLOGY

Primary and secondary research for this study took place during October 2011 – January 2012

and included interviews with IT executives from mobile device management vendors, mobile

application management companies, and mobile enterprise application platform vendors.

Additional participants included IT enterprise customers, partners, and subject matter experts.

Report contributors included company presidents, CXOs, VPs, senior and executive directors,

and senior managers. Participants were represented from marketing, engineering, business

development, communications and corporate strategy and provided both tactical and strategic

feedback regarding their organization’s mobility technology. In-depth face-to-face and

telephone interviews were conducted with approximately 60 mobility executives during the

research process. Research also included participation in webinars and online forums, as well

as live discussions at industry events.

LICENSE

Copyright © Galvin Consulting, LLC. Some rights reserved. Licensed under a Creative Commons

Attribution 3.0 License. Any reuse or remixing of the work must be attributed to Galvin

Consulting, LLC.

PRICING INFORMATION

Individual License: $3,500 for 1 designated internal user with no rights of distribution to

additional internal users or third parties.

Team License: $5,000 for 2-5 designated internal users with no rights of distribution to additional internal users or third parties.

Enterprise License: $10,000 for unlimited usage and distribution rights for all internal employees.

External Distribution License: $15,000 for unlimited usage and distribution rights for all internal employees, customers and partners.

REPORT INFORMATION

Length: 188 pages

Tables: 16, some listed in this executive summary

Case Studies: 19, some listed in this executive summary

Delivery: Electronically as a PDF document

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DISCLAIMER Galvin Consulting believes the information contained in this report is reliable but, due to the

dynamic nature of the mobile industry and the market research process, we cannot guarantee

that it is accurate or complete and it should not be relied upon as such. Opinions expressed a re

current as of the date of this publication. The information, including the opinions contained

within the report, is subject to change without notice.

Use of this report by third parties does not absolve these third parties from using due diligence

in verifying the report’s contents. Galvin Consulting shall have no liability for any direct,

incidental, special, or consequential damages or lost profits, if any, suffered by any third party

as a result of decisions made, or not made, or actions taken, or not taken, based on this report.

CONTACT INFORMATION Galvin Consulting, LLC Seattle, WA

Telephone: 206.347.7552 Email: [email protected]

Web: www.galvinconsulting.net

mailto:[email protected]

http://www.galvinconsulting.net/

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