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In a white paper published last year, Yankee Group senior analyst Chris Marsh stated, “Increasingly, the capabilities of mobile device management (MDM), telecom expense management (TEM) and mobile application management (MAM) solutions are bleeding into one another. They will ultimately give rise to enterprise mobility management (EMM) platforms, which will provide businesses with a more flexible way of combining, integrating and utilizing modular enterprise services.” With or without the name change from MDM to EMM, that shift is now happening. Simon Vivera, manager of product marketing at SOTI, says the range of functionality included under the umbrella term “mobile device management” has gradually become broader and broader. “Before, it was rudimentary — being able to set up email, push IT policies and wipe corporate data,” he says. “Now, I can push corporate files

MDM Advances with Additional Features

into a secure content library, and create a corporate app store or a specific app catalog within that client’s device as well as manage the data usage per

by Jeff Goldman

application for expense management.” And Altimeter Group analyst Chris Silva says that’s a logical evolution. “MDM is evolving toward a grander vision of managing the device, the apps, the people, the profiles and how this

mdm3

The New MDM

mdm4

More Than The Device

mdm4

Counting on Tablets

mdm6

Impact of BYOD

mdm8

A Changing Pricing Model

mdm10 Choosing a Solution mdm11

Solution Tryout

device ties into the greater infrastructure. At the end of the day, to me, it’s where MDM should always have been headed anyway,” he says.

The New MDM Carl Rodrigues, president and CEO of SOTI, says some startups use terms like MAM or mobile content management (MCM) to try and differentiate their of-

march/april 2013 | MobileEnterpriseMag.com | MDM3

mobile device school of management

ferings since they may not have an array

on,” he says. “So I think what we have

management are a subset of mobile

of features. “But enterprise-class MDM

traditionally thought of as mobile de-

device management, which encom-

solutions have these added features, and

vice management is going to be a sub-

passes a much deeper feature set that

have had them for a long time.”

set of something bigger.” He predicts

corporations are looking for in order to

that MDM as a “pure play” is going to

have greater control and flexibility for

be different in 12 to 18 months.

the devices.”

Jonathan Dale, product marketing manager at Fiberlink, says many of the more established players are under-

Still, Chris Hazelton, research di-

standably wary of getting rid of the

More Than The Device

rector for mobile and wireless at 451

term MDM, if only for marketing rea-

The point is that any solution that’s

Research, says most companies are in

sons. “Customers aren’t Googling ‘en-

not protecting the data and applica-

the very early stages of actually manag-

terprise mobility management’ when

tions as well as the device itself isn’t

ing apps in any significant way. “There

they’re looking for a solution,” he says.

likely to last. “The guys that have an

aren’t that many companies out there

“They’re Googling ‘mobile device man-

insurance state of mind, they recog-

that are building dozens or hundreds of

agement,’ they’re Googling ‘iPhone/

nize that the device itself, whatever it

applications,” he says. “There are defi-

Android security,’ they’re Googling

might be worth, is worth a fraction of

nitely companies that are doing that,

‘app management,’ ‘mobile app man-

the data — so any solution that doesn’t

but they’re pretty few and far between

agement’ – but they’re not Googling

at least address containing the data, if

— those companies are very advanced,

and looking for an EMM solution. So

not managing the data and applica-

they have very large populations of

terminology-wise, we don’t have a

tions, those solutions are short-lived,”

mobile users, they’re highly profitable,

standard yet.”

Gibson says. “The solutions that have

and they have very large IT budgets and

Still, David Gibson, senior manager

legs have rolled in, for the most part,

they’re investing in the future of mo-

for industry solutions at AT&T, says the

very sophisticated application and data

bile because they see a return there.”

term “mobile device management”

management solutions into their port-

Regardless of the terminology,

isn’t likely to stand the test of time, sim-

folio, and that is now part of the stan-

Fiberlink’s Dale says, most users now

ply because the functionality of most

dard feature set.”

understand that the majority of MDM

MDM solutions has moved so far be-

Shash Anand, director of business

solutions do offer a wide range of func-

yond device management. “They’re de-

development at SOTI, says the ongoing

tionality. “There’s a pretty good educa-

vice management, app management,

proliferation of mobile applications

tion in the marketplace that MDM is no

they’re container solutions, they’ve got

has made application management an

longer just associated with managing a

VPN solutions, they’ve got content se-

increasingly important part of MDM

device — that it’s about being able to

curity, they have hooks into your certifi-

– but, he notes, it’s not the only part.

push applications and manage those

cate management system, and on and

“The reality is, application and content

apps, it’s about being able to push documents out to users and have them be able to share documents, edit documents and have them sync back. And I

MDM is evolving toward a grander vision of managing the device, the apps, the people, the profiles and how a device ties into the greater infrastructure.

give credit to customers — rather than a year ago, when it was, ‘I just need help getting a hold of these devices,’ now they’re finally starting to see how they can leverage tablets, as a primary example, in the enterprise,” he says.

Counting on Tablets In fact, SOTI’s Rodrigues says, more and

MDM4 | MobileEnterpriseMag.com | march/april 2013

mobile device school of management

more customers are finding new and interesting ways to use tablets. “We have a lot of customers in education where they’re giving students tablets to empower them with better learning tools, and giving teachers tablets to manage the students’ tablets,” he says. “In hospitals, they’re giving nurses tablets, and in homecare, they’re sending nurses out into the field with tablets. They’ll go to check on a patient, they’ll record their stats, their weight, their medication, and in some cases they’ll hook up devices to the tablet, so that as they take the patient’s blood pressure for example, all that data gets fed through the tablet back to the hospital system.” And Altimeter Group’s Silva says the process of managing tablets really shouldn’t be significantly different from managing smartphones — except when it comes to expense management. “These are more laptop-like devices — they have a higher rate of

As soon as you start adding customer data and compliance, you really need to have a much deeper level of context awareness of how that device is being used.

consumption per user on average —so when you’ve got a user traveling with a 3G-enabled iPad, you’ve got to really figure out how your policy looks, how it’s enforced, and how you can remediate overages, because tablet devices just have a higher propensity for overruns in the cost department,” he says. In general, Silva says, organizations are finally starting to understand the

and the data that’s on them, as I would

as soon as you start adding customer

for a laptop,” he says.

data and compliance, you really need

degree to which many users depend on

Still, Silva says many companies

to have a much deeper level of context

their mobile devices. “I could care less

haven’t yet implemented the tools they

awareness of how that device is being

about whether I have my laptop with

need to provide that level of manage-

used, when and where, and applying

me — what I do care about is, do I have

ment. “Many organizations may feel

policies that differ based on that con-

my smartphone? Do I have my tablet?

that they have MDM, because they

text,” he says.

Because that’s where I’m actually get-

may look at what they can do to the

ting my work done, and so, as an IT

Exchange server through ActiveSync

Impact of BYOD

person, I need to be sure I’m applying

policies, and they feel as though they

In acquiring that level of awareness,

the same level of rigor to securing and

have some adequate controls, but as

Silva says, the difference between

managing those devices, and their apps

soon as you start adding applications,

managing a BYOD deployment and a

MDM6 | MobileEnterpriseMag.com | march/april 2013

mobile device school of management

a corporate-owned environment, you want to be able to just push the software to the devices without any end user interaction,” he says. “Now, with BYOD, employees want to have choice and flexibility and be empowered to manage their devices themselves.” And SOTI’s Rodrigues says BYOD is actually pretty straightforward to manage. “There’s really 10 or 12 things that encompass BYOD— for example, configuring email, configuring Wi-Fi, configuring VPN, content and app delivery. The main complexity for us is the breadth of devices, with many devices made by different manufacturers, some with more capabilities, and some with very low management capabilities,” he says. “The challenge for an MDM company is to find a way to bring consistent and strong management across this wide range of devices.” Altimeter’s Silva says one way some companies may respond to that chal-

From the user side, the experience of having the entire device potentially wiped because of something happening to it isn’t really acceptable anymore.

lenge is simply to require users not to update to the latest version of a given device or operating system until the company is ready to support it. “It comes down to very carefully drawing the lines of, ‘This what we support,’ and getting down to a dot release OS level, device model level — because other-

corporate-liable device deployment is

individual-liable, the user expectation

wise, you leave the door open to vague

far less relevant now than it used to be.

of how that device is handled, and how

interpretations of policy, and you have

“A couple of years ago, we would say,

seamless and painless the management

to pay the price with operational inef-

‘If it’s an individual-liable device, we

is, has brought to the fore the need

ficiencies and IT cost — and, potentially,

have to be careful about wiping it — we

for MAM and MDM, even if they are

breaches,” he says.

don’t want to wipe the whole thing —

wholly-owned corporate devices.”

but if it’s corporate-liable, who cares?’

One change that has come with the

Well, that experience on the user side,

arrival of BYOD, SOTI’s Anand says, is

A Changing Pricing Model

of having my entire device potentially

an increase in end-user control over

With an increasing number of devices

wiped because of something happen-

the management of the device. “We’ve

per user, many customers are now ask-

ing to it, isn’t really acceptable any-

always had the ability to silently install

ing for per-user pricing rather than

more,” he says. “So, corporate-liable or

applications on devices – typically, in

per-device pricing. “It’s not a tenable

MDM8 | MobileEnterpriseMag.com | march/april 2013

mobile device school of management

solution for them to continue doing

moot at some point. This conversation

without applications, these devices are

per-device pricing when somebody’s

about per-device or per-user has to

just really expensive phones. So the

got an iPad, an iPad Mini, an iPhone

do with the fact that we’re so rapidly

question becomes how you as an orga-

and, maybe, they’ve also got an iPod

changing out everybody’s device every

nization intend to leverage and take

Touch,” Silva says.

eight to 12 months. Once people start

advantage of this incredibly powerful

And in the long term, AT&T’s Gib-

to settle on a certain type of device that

tool called mobility.”

son says, per-user pricing will likely be

they like to use, I don’t think it’ll be that

the best option for the vast majority

big of a deal.”

Then, Gibson suggests, look for an MDM solution while keeping those

of companies. “I think the writing’s

The current diversity of devices and

intentions in mind. “Focus on the ca-

on the wall that per-user solutions are

operating systems, Gibson says, just

pability you want to enable,” he says.

going to fit the enterprise model a

isn’t sustainable. “I believe that there

“Are you trying to make it easier for a

whole lot better, because you’re not

is an overall desire for most people to

field force to read meters or to conduct

really wanting to control the user ex-

use a device that works for them, or a

transactional business, are you trying to

perience to this device — you want to

couple of devices that work for them,

enable an IT workforce to be able to be

control the user’s experience to this

and they want those devices to be as

more responsive to support calls, or are

user’s profile, whatever that profile

ubiquitous as possible. We’re very far

you trying to enable a sales force to have

happens to be,” he says. “And if they

away from that right now, but I think

better access to more current informa-

have a tablet and a smartphone and

that we’re moving slowly in the right

tion? What’s the business driver that’s

a laptop, you want that profile to be

direction,” he says.

making you make this investment? Then align your investments accordingly.”

able to follow them, and you don’t want to incur additional costs just be-

Choosing a Solution

And make sure you get a clear sense

cause a user happens to open up that

In selecting an MDM provider, Gibson

of how each MDM vendor operates.

profile on another device.”

says, it’s crucial to make sure you’re

“Look for the strategy that your tech-

Still, Gibson expects that the average

clear on the business driver for leverag-

nology partner has to enable devices,

user may actually begin to use fewer

ing mobile in the first place. “A mobile

and applications, and international car-

devices over time. “After we’ve evolved

device and a mobile infrastructure is a

riers, and support, and things of that

a little further, I have a feeling that users

business tool,” he says. “Or it had better

nature,” Gibson says. “Look to the life-

are going to gravitate towards a type of

be — otherwise, it’s just a business cost.

cycle of the overall solution, not the

device, whatever that device happens

So go back to how you’re going to use

right here and now, this one microcosm

to be, and they’re going to want to use

it, what you’re going to use it for, what

in time – because I promise you, three

whatever applications they need to on

applications you either have or plan to

months from now, it’ll be very different

that device,” he says. “So it becomes

have to enable these devices because,

than it is today.” To that end, 451 Research’s Hazelton recommends seeking a provider that offers tiered levels of service. “Where

It’s not a tenable solution to continue doing per-device pricing when somebody’s got an iPad, an iPad mini, an iPhone and, maybe, they’ve also got an iPod Touch.

you want device control, there’s that ability — and where you want app management, there’s that ability. What we see as the most advanced stance for a company is that kind of tiered model, to say, ‘I have different populations of users, I have different user groups, and I want to be able to immediately switch different capabilities on and off as my

MDM10 | MobileEnterpriseMag.com | march/april 2013

actually set up in your environment. Generally, MDM solutions are very quick and easy to set up, so there’s no reason not to just start trialing. If you really want to understand a solution partner and what they’re bringing, and whether their technology is living up to your needs, just trial the software.” From a broader perspective, AT&T’s Gibson says, it’s essential to step back and stop looking at mobile as an addon to your normal operations. “In order to be fully realized, mobile has to be a driving underlying component of the way you do business because it’s already an underlying driving component of the way we communicate. So don’t try to bolt this onto the way you used to do business,” he says. “Look at what you want to be and where you want to take your business from a competitive perspective and leverage this to get you there.” //

Coming Next Issue F eat u red S u pplement business evolves and as my situations

require. “A sales team has different

with employees change,” he says.

requirements than a marketing team,” Dale says. “Inside sales may have differ-

Solution Tryout

ent requirements than outside sales.

Fiberlink’s Dale recommends asking so-

Different industries — healthcare, fi-

lution partners about their track record

nancial services, retail, education — all

in delivering solutions for new releases.

have different use cases within their dif-

For example, how quickly did a given

ferent industries. So outlining the dif-

vendor provide support for iOS6 after it

ferent use cases is important up front,

was released? “And you could take their

because then when you’re engaging

word for it, or you can say, ‘Look, I would

with vendors, you really know if that

like a reference that went through an

vendor’s technology is going to fit.”

iOS5 upgrade with you guys,’ to know

And Dale recommends taking the

that it was in fact supported, and in

time to actually try out each offering.

what timeframe,” he says.

“Play with the technology, see how it

It’s crucial to be as clear as possible

works,” he says. “Make sure it’s user

about what your users will actually

friendly. Check how long it takes to

Show Me the Rugged; Show Me the ROI How many broken consumergrade devices does it take for an enterprise to realize that rugged is the answer in the field? If you take the average cost of a rugged tablet, for example, and divide it by the cost of all the iPads the field force will probably break in a year, it adds up fast. This paper will show the case for rugged and present various tools on the market.

march/april 2013 | MobileEnterpriseMag.com | MDM11

mobile device school of management

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MDM12 | MobileEnterpriseMag.com | march/april 2013