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Enterprise mobile device management (MDM) software is primarily a policy and configuration management toolfor mobile handheld devices, such as smartphones and tablets based on smartphone OS. It helps enterprisesmanage the transition to a more complex mobile computing and communications environment by supporting security, network services, and software and hardware management across multiple OS platforms. This is especially important as bring your own device (BYOD) initiatives become the focus of many enterprises. It can support corporate-owned as well as personal devices, and helps support a more complex and heterogeneous environment. The primary delivery model is on-premises, but it can also be offered as software as a service (SaaS) or through the cloud. Although some MDM vendors also support PCs, this Magic Quadrant focuses only on mobile capabilities.
Leaders demonstrate balanced progress, effort and clout in all execution and vision categories and are
the first to envision, develop, and launch new MDM features, partnerships and strategies. If they are not one of the leading MDM providers in sales, they are, at a minimum, the most critical competitive threat to their peers in open competition. A leading vendor is not a default choice for all buyers, and clients are warned not to assume that they should buy only from the Leaders quadrant. To stay on the right side of the chart, Leaders (and Visionaries) must offer features that remove significant roadblocks to the complex challenges enterprises face when attempting to treat mobile consumer devices as business tools. One example of a competitively disruptive activity might include delivering a "sandbox" method to prevent data leakage between personal and business applications. Another is the ability to support enterprise and third-party applications, provide a deeper security capability, and actively partner for technology capabilities.
Visionaries are able to demonstrate long-term strategies for MDM that point to the product and service approaches that will be most competitive in the future. Visionaries might affect the course of MDM, but they lack the execution influence to out maneuver Challengers and Leaders. Also, Visionaries may not have the funding nor the capability to scale their businesses and provide robust operations and customer support. Marketing and mind share are also weak areas for Visionaries. Buyers may pick Visionaries for best-of-breed features, and for broader infrastructure investments than Niche Players. Smaller vendors may take risks on potentially disruptive technologies, while larger vendors may be in the process of building out their next-generation portfolios. Buyers of Visionaries' products may base their selections on specific technology features and by participating in the vendor's road map.
MDM is not new on the market, but the demands of new platforms keep MDM valuable to enterprises. Although many companies are trying to solve a similar problem, it takes multiple types of mobile software to address a full solution. A full MDM solution has four main components:
1) Software management — This is the ability to manage and support mobile applications, content and
operating systems. The components are:
2) Network service management — This is the ability to gain information off of the device that captures
location, usage, and cellular and WLAN network information. The components are:
3) Hardware management — Beyond basic asset management, this includes provisioning and support. The
4) Security management — This is the enforcement of standard device security, authentication and
encryption. The components are:
The market and interest in MDM continue to grow. Driven by the move from well-managed and secured BlackBerrys, to consumer-focused devices based on iOS, MDM is the fastest-growing enterprise mobile software ever (in terms of number of suppliers, revenue growth and interest from Gartner clients). In terms of priority, our EXP CIO Survey, released in January 2012, rates mobility second, up from third last year. This is primarily because of the new smartphones and tablets that enterprises need to manage. Many vendors are seeing fast growth — bringing on 30 to 40 new deals each week, compared with a quarter of that 12 months ago. This is driving MDM licensing revenue up from $200 million in 2010, to more than $350 million in 2011, with the majority of sales in North America and Western Europe. MDM licensing revenue alone is expected to top $500 million globally in 2012. This rapid growth has interested new companies to enter this space, as demonstrated by this Magic Quadrant. However, not all companies are faring well, and many of the regional MDM vendors have not grown at the same rate, with the dominant players based in North America selling to multinational companies needing global support.
Those companies that have recently developed MDM differentiate their products from other management consoles by security vendors, or PC management and remote support vendors, by their focus on mobility and the ease of use and design of their interface. This is becoming more important in the light of BYOD programs at many companies. In 2011, MDM was focused on supporting basic security on consumer mobile devices and enforcing enterprise policies. Although this still exists, the drivers to support third-party and enterprise-developed business applications and content are continuing the growth of, and interest in, MDM in 2012 and beyond. Supporting the larger form factor, tablets, which makes it easier to create and consume content, is a priority. Many users have already moved to synchronize their data with Internet-based cloud file synchronization systems like Dropbox or Box. The basic offerings were not explicitly meant for enterprise data. As a result, they represent security risks. A number of vendors have emerged in the MAM sector, because they focus on the application part of the solution. Those stand-alone MAM solutions cost the same or more than a full-function MDM, even with their lighter management capabilities. Much of this functionality is already present or is being built and acquired by the leading MDM vendors. Symantec's acquisition of Nukona is one indication. This year, most of the top MDM providers will have some type of enterprise document management system that supports secure storage and transfer of enterprise content.
Another big area of growth has been in the enterprise application store. Again, most MDM vendors support the ability to store and transfer enterprise applications, as well as link to popular application stores from Apple and Google. Extended security is another area that MDM developers are exploring. Since MDM has the ability to manage by profile or user segment, it makes sense to integrate with DLP systems that manage and secure enterprise content. MDM profiles will enable easier setup of permissions and policies in DLP, and allow for more-flexible management of enterprise content. Today, the more mobile-oriented providers are having the best success in managing mobile devices. According to our recent survey data, most organizations are managing their devices in their messaging and network operations groups, with about 25% of companies managing their mobile devices in their endpoint computing groups. Gartner expects that number to continue to grow. As more vendors provide tools that support mobile platforms as well as PCs, we are seeing an increase in management outside of these areas, and we believe this trend will continue.
More data is being put on mobile devices today, and enterprises are fast developing their own applications to support their mobile users. As mobile devices continue to displace traditional PCs, enterprises will look to their existing MDM systems to support more devices, enterprise applications and data. MDM vendors are moving beyond security to support enterprise and third-party applications, data, and content — mobile document management systems. During the next two years, we will continue to see MDM platforms broaden out and become enterprise mobile management system (EMMS) platforms, going beyond just devices. This broadening out of MDM EMMS will offer full solutions as more enterprises rely on mobile devices for more usage throughout the workday, displacing traditional PCs, especially for mobile users.
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