Worldwide Enterprise Mobility Management Software Market Shares, 2014: Fragmentation Continues, But the Dust Is Starting to Settle

Transcription

1 MARKET SHARE Worldwide Enterprise Mobility Management Software Market Shares, 2014: Fragmentation Continues, But the Dust Is Starting to Settle Stacy K. Crook IDC MARKET SHARE FIGURE FIGURE 1 Worldwide Enterprise Mobility Management Software 2014 Share Snapshot Notes: 2014 Share (%), Growth (%), and Revenue ($M) Revenue estimates are based on GAAP revenue. For more information, see the Methodology section. Source: IDC, 2015 June 2015, IDC #256627

2 EXECUTIVE SUMMARY The enterprise mobility management (EMM) software market grew from $1.1 billion to $1.4 billion in 2014, representing total year-over-year (YoY) growth of 27.2%. This is a few percentage points higher than the 22% growth IDC had expected in last year's forecast. AirWatch by VMware grew its share by the highest percentage, Good Technology grew its share by the second-highest percentage, and Citrix came in third. Other companies that experienced notable revenue growth include Globo, Microsoft, MobileIron, Sophos, and SOTI. While BlackBerry didn't experience revenue growth from 2013 to 2014, it was able to significantly reduce the percentage of decline from the year before. SAP, once the market leader, has been growing at a more modest pace the past couple of years. Consumerization of IT has been the major driving trend of this market since the iphone started appearing in the enterprise eight years ago. While most organizations have come to grips with the fact that their new reality is a multiplatform, mixed ownership device ecosystem, the fact that each organization has unique mobile worker populations and operates in varying compliance environments means there is no one-size-fits-all approach to policy creation. Security and compliance are obvious driving factors for EMM spending. However, the real value-add of EMM is that it allows IT to enable employees with the information they need to do their jobs. IDC has just recently gotten back the results of its yearly mobile enterprise survey, and the results clearly demonstrate enterprises are buying, building, and deploying mobile applications. The more applications organizations roll out, the greater the need for solutions that provide secure access to applications and that data mobile workers need to do their jobs. It's clear that vendors in this space need to offer solutions with functionality to secure devices, data, and applications. Where OS vendors provide the mobile device management (MDM) APIs and an increasingly sophisticated set of mobile application management (MAM) APIs, we believe data security has become a focal point for many vendors in the space. We see EMM systems tying into a broad swath of back-end infrastructure, and we believe one of the most important of those is identity infrastructure. In an ideal situation, IT administrators will be able to assign one set of data access policies per user or identity and that will follow them no matter what kind of application or device they are accessing the information from. Mobile devices, wearables, and IoT devices will be able to provide additional layers of authentication and contextual data, ensuring even higher levels of security. This IDC study provides a competitive analysis of the enterprise mobility management (EMM) software market for In addition to a ranking of the top 15 vendors by revenue, it provides an overview of key market trends and vendors that helped shape the market landscape in "Growth results from 2014 demonstrate that no vendor can afford to rest on its laurels in this space," says Stacy Crook, research director, Mobile Enterprise. "Large software vendors need to allow mobile business units to continue to move at the speed the mobile market demands. Pure-plays need to keep innovating to keep their ASPs up while their larger competitors create increased pricing pressure in the market. A focus on the right messaging for the right user audience is key, and developing a multifaceted channel that can help the vendor reach that audience in the most effective way is crucial for future growth." 2015 IDC #

3 ADVICE FOR TECHNOLOGY SUPPLIERS The EMM software market is no longer in its infancy, and there are some early indications of the strategies that will win in this market. Based on our current understanding of market trends, we offer the following advice to IT suppliers of EMM technology: Targeting the right audience: The EMM software market represents a mashup of various technologies that manage and protect mobile devices, the applications that run on those devices, and the various data formats accessed through those applications. Because of the inherent mix of management and security technologies, it hasn't always been clear which part of the IT organization would represent the ultimate buyer of EMM technology. And, as many companies are still working through potential structural and process changes to better align IT with 3rd Platform trends, it can still be difficult to pinpoint the right titles. However, if we look at the companies that were most successful at growing share, we can see that IT folks in the end-user computing, mobility strategies, and messaging infrastructure organizations tend to most often find themselves with the responsibility of managing end-user devices and information. Of course, security and data protection is an important facet of this market, and we see folks on the security team involved with the buying decision however, they are less often directly responsible for the day-to-day administration of EMM systems. The exception to this is in smaller organizations where IT folks may have combined roles. With this said, we do believe security folks should be heavily involved in the vetting of the solution since it will ultimately be integrating with many key security systems, such as identity infrastructure, data loss prevention solutions, and network access control. Vendors with pricing advantages can't afford to be complacent: Pure-play companies playing in this space knew consolidation was going to take place at some point, and when it did, pricing pressures would start kicking in. It is fair to say we've reached the point now where many of the major acquisitions have been made, and several vendors playing in the space now have the ability to roll EMM into enterprise licensing agreements. With that said, we still hear from buyers willing to pay a bit more for solutions that they believe are best of breed or that they feel most closely fit their needs. In other words, it is not a given you will win the EMM business of your existing customers just because you have something to offer. Even if your company is in a position to put pricing pressure on others by bundling EMM with other software, you still have to demonstrate your value as a standalone offering to win the business. This is a highly competitive space and innovative products as well as strong go-tomarket plans are required for success. This is not to imply that every company will need a solution with hundreds of features, only that they won't buy a solution that has less than what they need only because it was priced lower than another. The growing importance of the channel: IDC's latest mobile enterprise survey indicates the vast majority of large enterprises in the United States are currently leveraging some sort EMM tool (either through Exchange ActiveSync or a third-party tool). While the midmarket is less penetrated than the enterprise in the United States, EMM vendors need to rapidly expand their go-to-market plans outside the United States if they hope to continue strong growth trajectories over the next five years. Expanding globally and within various company size segments will require an increased focus on channel strategies. While telcos rank high as a preferred provider in both Europe and Asia, European companies are more likely to rely on SIs as a second choice, while respondents in Asia tend to prefer mobility specialists. In the United States, IDC's latest survey results indicate large enterprises lean most heavily directly on software providers, while SMBs tend to favor mobile operators and device OEMs (these were the second and third most popular channels for enterprise, respectively). In the midmarket, 2015 IDC #

4 however, ISVs are a strong runner-up to device OEMs. While these results aren't specific to EMM but are to mobility in general, they do indicate key routes to market EMM vendors should consider to grow share in the United States and abroad. MARKET SHARE Table 1 provides vendor share for the EMM software market for 2013 and IDC does use GAAP revenue for all software vendor market share reports across the company. We use GAAP revenue as it is the common metric all publicly traded companies are required to report on. However, as many companies are transitioning toward subscription-based pricing and SaaS models, we encourage customers to consult additional publicly available financial information on bookings and billings growth as they represent other important indicators of future financial health and growth potential (for more detail, see Table 1 and the Methodology section). TABLE 1 Worldwide Enterprise Mobility Management Software Revenue by Vendor, 2013 and 2014 ($M) Revenue ($M) Share (%) Revenue ($M) Share (%) Growth (%) AirWatch by VMware Good Technology BlackBerry MobileIron Citrix SAP IBM Microsoft SOTI Sophos Symantec LANDESK Tangoe Trend Micro IDC #

5 TABLE 1 Worldwide Enterprise Mobility Management Software Revenue by Vendor, 2013 and 2014 ($M) Revenue ($M) Share (%) Revenue ($M) Share (%) Growth (%) Globo Subtotal , Other Total 1, , Note: All revenue stated in this document is IDC's estimates of software revenue (license, subscription, and associated maintenance) recognized for each calendar year according to generally accepted accounting principles (GAAP). We caution that GAAP-based revenue comparisons have limitations, as vendor-specific accounting practices or requirements often create significant differences between the amount of revenue booked in a given year and GAAP-recognized revenue. For more detail, see the Methodology section. Source: IDC, June 2015 Representative vendors in the "other" category include CA Technologies, Apperian, Dell, Oracle, Mocana, Kaspersky Lab, BMC, Intel Security, Open Peak, Absolute Software, FancyFon, and Excitor. WHO SHAPED THE YEAR In this section, IDC highlights a maximum of five vendors that were able to impact the market in some significant fashion. This year, IDC highlights the five vendors that experienced the highest growth in market share from 2013 to 2014 and provides insight into the strategies that made them successful in doing so. It is important to note that this section is not meant to be used as tool to evaluate vendor offerings; the EMM software market continues to be a highly competitive space with more than five viable offerings to choose from. Rather, this section is designed to offer insight into strategies that resulted in strong financial growth (relative to the market and the vendor itself). Vendors are profiled in alphabetical order in the sections that follow. AirWatch by VMware IDC estimates that from 2013 to 2014, AirWatch grew its EMM revenue by 78% to a total of $161.1 million and grew its share by the greatest amount of any company in the market. AirWatch was acquired by VMware in 2014, but the integration process between the two companies has been measured with VMware sales reps only beginning to sell AirWatch offerings in July While the company was already on a steady growth trajectory, this added sales head count and the ability to combine AirWatch with broader VMware enterprise licensing deals add powerful growth accelerators IDC #

6 AirWatch sits within the End-User Computing Group at VMware. Overall, this business unit is performing strongly at VMware; YoY license bookings growth in 1Q14 was over 35%; by 4Q14, YoY license bookings growth had risen to over 60%. AirWatch provides an important component in the company's broader strategy to deliver desktops, applications, and data to any endpoint device. Aside from the benefits that VMware provides, AirWatch's strength in the cloud, many partnerships across the mobility ecosystem, industry focus, and broad feature sets keep the company top of mind for buyers of EMM technology. Good Technology Citrix IDC estimates that from 2013 to 2014, Good Technology grew its EMM revenue by 55.3% to a total of $136.8 million and also grew its share by the second-highest percentage. Good Technology's overall revenue mix includes enterprise software and services, consumer software, carrier revenue share agreements, and IP licensing. While just a few years ago other segments dominated the mix, enterprise is the fastest-growing segment of the portfolio and accounted for approximately 68% of the company's $211.9 million in revenue for (IDC's methodology for this report includes only the enterprise software portion of total revenue.) Good's 2014 recurring revenue grew 74% over 2013, and we expect the percentage of recurring revenue to continue to rise in the future as the company continues to sell a higher proportion of term licenses than perpetual. Good Technology offers five suites of EMM functionality that run on top of the company's shared services architecture, the Good Dynamics Secure Mobility Platform. The Good Dynamics Secure Mobility Platform includes the Good Enterprise Mobility Server, which provides integration into key back-end data sources, and Good Control, for user provisioning and fine-grained policy control of MDM, MAM, and mobile content management (MCM). With this platform, Good aims to offer the enterprise a streamlined approach to build and deploy secure application workflows. The company attributes a steady rise in customer ASPs year after year directly to the stickiness of the Good Dynamics platform. IDC estimates that from 2013 to 2014, Citrix realized revenue growth of 47% to reach a total of million. The company's broad focus on mobility and investment into user experience is helping fuel its growth. Citrix offers its flagship EMM offering XenMobile in three editions: the MDM Edition for basic device management; the Advanced Edition, which adds on mobile app management and secure mobile apps; and the Enterprise Edition, which adds ShareFile to the MDM and MAM capabilities. Today, the company says over three-fourths of the customer base chooses to deploy the Enterprise Edition, highlighting the importance of secure data sharing in this market. In addition to the boost ShareFile provides to the XenMobile business, Citrix's vision to deliver secure workspaces across form factors is also bolstered by the company's traditional virtual desktop infrastructure business. While mobile application development in the enterprise is on the rise, the reality is that many of the applications users need to access while on the go are Windows-based apps that may never be rebuilt for mobile form factors. In addition to providing its own set of secure productivity apps, Citrix is partnering with a number of leading mobile application development providers such as Kony and AnyPresence to integrate EMM capabilities into the application development life cycle IDC #

7 Microsoft IDC estimates that from 2013 to 2014, Microsoft grew its EMM revenue by 77.5% to reach 43.3 million. While Microsoft has been offering Intune as its main MDM offering for a few years now, the introduction of the EMM-oriented Enterprise Mobility Suite is an important milestone for the company's enterprise mobility strategy. IDC believes Microsoft has the ability to have a disruptive effect on the industry due to its existing strength in systems management, identity, and productivity apps and its ability to put parameters on how deeply its competition can manage the Office suite and the fact that it can bundle these capabilities into popular enterprise licensing agreements. One such agreement is the Enterprise Cloud Suite, which includes O365 plus EMS. As an OEM, an OS provider, and a software company, Microsoft is one of the few vendors in the industry that can tell an end-to-end device to back-end infrastructure security story. However, few companies in this position have the challenge of balancing their time between efforts spent to differentiate their own platforms (Windows, in this case) and support their competitors (Android, ios, etc.) platforms as well as their EMM competition. Sophos IDC estimates that from 2013 to 2014, Sophos grew its EMM revenue by 117.5% to reach 41.1 million. Sophos is notable due to its ability to penetrate the midmarket, a segment that has followed the enterprise in EMM adoption but is becoming increasingly interested in the technology. Another point of interest Sophos is one of the few traditional security companies currently experiencing high rates of growth in this market. Sophos is a security company with offerings to protect corporate networks, servers, and endpoints. Its EMM offering, Sophos Mobile Control, includes capabilities to manage devices, applications, and content and to protect the information on that device from various mobile threats. Sophos is a channel-driven company, with the vast majority of sales derived from companies with 5,000 employees or fewer. This focus on the midmarket led the company to build an EMM offering with characteristics important to IT-restrained customers. These capabilities include rapid set up and deployment, a fully featured self-service portal, integrated Web, malware and network protection, and 24 x 7 support included with the license. MARKET CONTEXT The enterprise mobility management software market has been on an evolutionary path the past several years. While device management was the first point of entry for many vendors, it quickly became obvious that BYO as well as extended enterprise populations demanded a lighter-weight option to managing the corporate footprint of information. Thus we saw many vendors scramble to build various incarnations of container technology to create a virtual barrier between the corporate and personal applications on the device. Today, vendors often offer a set of off-the-shelf productivity apps that have already been containerized, then offer SDKs and app wrappers to create the same shield of security around third-party or custom applications. This ability to set more fine-grained policies around applications is often referred to as mobile application management. Once there is technology available to manage the device and applications, the last piece of the puzzle is to secure the content and data that is the lifeblood of many organizations, especially for certain end users. This is perhaps one of the most difficult components of the suite to build, given the breadth of back-end data repositories and complexities of document workflows. Strategically, however, this is a very important area of investment 2015 IDC #

8 for these vendors as it allows for a higher level of differentiation than MDM and MAM, functionality increasingly commoditized by the OS vendors. Consumerization of IT has been the major driving trend of this market since the iphone started appearing in the enterprise eight years ago. IDC has been tracking these trends in our annual business-use smartphone report since then, and for the past several years, the majority of business-use smartphones have been employee owned. While most organizations have come to grips with the fact that their new reality is a multiplatform, mixed ownership device ecosystem, the fact that each organization has unique mobile worker populations and operates in varying compliance environments means there is no onesize-fits-all approach to policy creation. However, the one thing all these organizations have in common is the fact that their network perimeter has been exponentially expanded by the influx of these new devices and computing paradigms and they need to somehow get control of it. Security and compliance are obvious driving factors for EMM spending. However, the real value-add of EMM is that it allows IT to enable employees with the information they need to do their jobs. IDC has just recently gotten back the results of its yearly mobile enterprise survey, and the results clearly demonstrate enterprises are buying, building, and deploying mobile applications. In fact, in 2015, the largest amount of enterprise respondents indicated they have mobilized 4 10 applications (33.1%), with another 17.7% saying they have mobilized more than 10. We have found that once enterprises are deploying more than 4 mobile applications, the value of a corporate application store becomes apparent. For IT, app stores offer a streamlined way to manage the versions, licensing, app signing, and all the other components of the mobile application life cycle. For end users, it offers a quick and easy way to access all the applications they need in one place with the comfort that they are always accessing the right information at the point of contact with the customer. This is just one example of how EMM is important from an end-user enablement perspective. We also see the ability for vendors to create optimal experiences and workflows in and between productivity apps and files to be another key value-add of EMM to the end user. The population of mobile devices is still on the rise in corporate environments. In the United States, it is beginning to slow but emerging markets still offer excellent growth opportunities. Aside from device penetration rates, the two main inhibitors to revenue growth we see are the fact that OS providers are building more and more EMM capabilities directly into the device, allowing for less differentiation opportunities, and more large vendors have entered this market in earnest and can drive prices down by bundling in EMM with broader technology suites. Overall, we think the market will continue to grow but these two trends will affect ASPs. Significant Market Developments When we consider significant developments that impacted market size or growth over 2014, it's important to consider individual vendor strategies, the role of the ecosystem, and the buyer journey. Vendor Strategies Over the past several years, many vendors in this space have bolstered their strategy through acquisition. At this point, we believe much of the major acquisition activity has happened in this market (i.e., one vendor buying another comprehensive EMM suite player); there are only a few sizable pureplay companies left in the EMM software market, and it would take another company of reasonable means to make the acquisition. This is not to suggest there aren't any possible acquirers left, as mobility management could be interesting to any company that provides desktop management, security, or 2015 IDC #

9 application enablement, among others. Moving forward, however, we expect to see the majority of acquisition activity centered on filling portfolio gaps and differentiation rather than net-new participants. In general, we believe there were four key themes that seemed to resonate best with customers last year: providing stringent security without hindering end-user experience, offering a sophisticated mobile content management offering, providing segmented messaging (by vertical or company size), and offering the ability to tie EMM into a broader end-user computing story. Some vendors found success by focusing on one of these capabilities or messages, while others combined several of them. However, the majority of vendors that saw growth in the market did so by speaking to the top concerns of their buying audience and by offering technology that could deliver on those promises. Impactful Ecosystem Activity In the mobile market, software vendors are subject to the whims of the mobile OS providers. However, those OS providers are incented to partner with such vendors as the perceived "enterprise readiness" of the device and complementary solutions factor into its adoption in the enterprise. With each OS release, Apple has created additional APIs for deeper levels of management of individual applications on the device. In ios 7, the company introduced managed open in, managed application configurations, and per-app VPN capabilities, all aimed at giving enterprises greater control over corporate applications and data. In 2014, Google took it a step further when it bought Divide, technology it then leveraged to build Android for Work. Launched in February 2015, Android for Work is a program Google will use to raise the relevancy of the Android operating system within the enterprise market. While Android for Work is not a product in itself, the strategy does lie upon a foundation of technology components. Essentially, Google is offering its ecosystem of partners a set of building blocks from which to create differentiated experiences on the Android platform. These strategies are important, allowing these OS providers to create differentiated experiences for their devices (or OEM partners' devices) and raising their relevancy in the enterprise. However, the more of this type of capability that gets built into the OS, the more important it is for EMM providers to find new ways to differentiate their solutions. Failure to do so leaves the vendor competing on price alone, leading to an eventual drop in ASPs. Buyer Journey Aside from the vendor strategies and the ecosystem, another aspect of market growth is the buyer journey. IDC has developed a broad mobile maturity model enterprises can leverage to assess where they are on their mobility journey in relationship to their peers (see IDC MaturityScape: Enterprise Mobility, IDC #253113, December 2014), While the breadth of mobile applications and back-end infrastructure pieces mobility touches may vary by the specific vertical industry a company plays in, almost all organizations will have to think about securing mobile information access in some way, shape, or form. We see most companies start this journey by assessing their mobile worker populations and considering which mobile device usage policies make sense for their internal employees and extended enterprise. The next step is usually to offer access to productivity applications, such as , a secure browser, and file sharing. Finally, we see a broader push to offer secure access to third-party or custom applications as those are built out. The ability to access Windows applications on mobile devices is often top of mind as well, since most companies have a broad swath of legacy Windows apps that may never be rewritten for mobile operating systems, yet hold critical information for mobile workers IDC #

10 Because the path outlined previously is the most typical maturity pattern we observe for EMM deployments, and because the same team responsible for managing desktops is one of the most common entry points for this technology, the market has shown the most successful EMM companies tend to offer MDM capabilities, commoditized or not. As companies quickly move from focusing on devices to the information on those devices, offering a secure suite of productivity apps and a strong file sharing offering become of key importance. SDKs and app wrappers begin to gain relevancy for companies that are deploying larger amounts of third-party and/or custom applications. It is also key to take a platform approach so that buyers of EMM technology can integrate with the growing number of back-end systems they need to as their mobile strategy becomes more mature. Building out preintegrations with as many of these providers as possible helps customers get up and running quickly and find faster time to value. METHODOLOGY The IDC software market sizing and forecasts are presented in terms of packaged software revenue. IDC uses the term packaged software to distinguish commercially available software from custom software, not to imply that the software must be shrink-wrapped or otherwise provided via physical media. Packaged software is programs or codesets of any type commercially available through sale, lease, rental, or as a service. Packaged software revenue typically includes fees for initial and continued rightto-use packaged software licenses. These fees may include, as part of the license contract, access to product support and/or other services that are inseparable from the right-to-use license fee structure, or this support may be priced separately. Upgrades may be included in the continuing right of use or may be priced separately. All of these are counted by IDC as packaged software revenue. Packaged software revenue excludes service revenue derived from training, consulting, and systems integration that is separate (or unbundled) from the right-to-use license but does include the implicit value of software included in a service that offers software functionality by a different pricing scheme. It is the total packaged software revenue that is further allocated to markets, geographic areas, and operating environments. The market forecast and analysis methodology incorporates information from five different but interrelated sources, as follows: Reported and observed trends and financial activity. This study incorporates reported and observed trends and financial activity in 2014, including reported revenue data for public companies trading on North American stock exchanges (CY 1Q14 4Q14 in nearly all cases). IDC's Software Census interviews. IDC interviews all significant market participants to determine product revenue, revenue demographics, pricing, and other relevant information. Product briefings, press releases, and other publicly available information. IDC's software analysts around the world meet with hundreds of software vendors each year. These briefings provide an opportunity to review current and future business and product strategies, revenue, shipments, customer bases, target markets, and other key product and competitive information. Vendor financial statements and related filings. Although many software vendors are privately held and choose to limit financial disclosures, information from publicly held companies provides a significant benchmark for assessing informal market estimates from private companies. IDC also builds detailed information related to private companies through in-depth analyst relationships and maintains an extensive library of financial and corporate information focused on the IT industry. We further maintain detailed revenue by product area models on more than 1,000 worldwide vendors IDC #

11 IDC demand-side research. This includes thousands of interviews with business users of software solutions annually and provides a powerful fifth perspective for assessing competitive performance and market dynamics. IDC's user strategy databases offer a compelling and consistent time-series view of industry trends and developments. Direct conversations with technology buyers provide an invaluable complement to the broader survey-based results. Ultimately, the data presented in this study represents IDC's best estimates based on the previously mentioned data sources as well as reported and observed activity by vendors and further modeling of data that we believe to be true to fill in any information gaps. In addition, please note the following: All revenues stated in this study are IDC's estimates of software revenue (license, subscription and associated maintenance) recognized for each calendar year according to Generally Accepted Accounting Principles (GAAP). This is done to provide the highest-quality estimates of revenue and to establish a consistent basis for comparing vendors' relative shares. We caution, however, that GAAP-based revenue comparisons and growth projections have limitations and should not be used solely as a basis for evaluating vendors' relative standing or revenue-generating potential. Revenue recognition practices are not consistent among vendors profiled in this study due to vendor-specific accounting practices or requirements. In some instances, particularly where revenue is recognized over a longer period, the difference between revenue share indicated in this study and revenue "booked" in that same year can be substantial. The reader is advised to be aware of these practices and their potential for distorting the interpretation of share estimates and market projections included in this study. Some of the information contained in this study was derived from IDC's Software Market Tracker database as of September 1, All numbers in this document may not be exact due to rounding. For more information on IDC's software definitions and methodology, see IDC's Software Taxonomy, 2014 (IDC #249238, June 2014). MARKET DEFINITION Enterprise Mobility Management Software Enterprise mobility management (EMM) is a competitive software market that pulls revenue from various enterprise systems management, security, and content management markets. EMM offerings include capabilities that enable the secure management of devices, applications, and content within a mobile computing context. A mobile device management (MDM) solution includes many of the standard features included in PC management solutions but also additional functionality that addresses the unique needs of mobile devices such as smartphones and tablets. In its current incarnation, the EMM software market is not meant to capture the entire IoT device management opportunity; however, a portion of the IoT device management market may be included where existing EMM vendors broaden out their platforms to support additional device types. Some of the key features of a mobile device management solution are: Device provisioning and management configuration settings Inventory/asset management Software distribution (applications, OS, firmware updates) 2015 IDC #

12 Remote wipe/lock and remote control for systems diagnostics Policy/compliance management (encryption management, device posture, etc.) Authentication and certificate management Real-time device monitoring, location information, GPS tracking Reporting and analytics on devices Mobile application management (MAM) 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 or a grouping of apps. Mobile application management solutions can either supplement MDM functionality or function as standalone offerings. Common functionality included within MAM include enterprise app storefronts, containers, and app wrapping. Mobile content management (MCM) 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. RELATED RESEARCH The State of Mobile Enterprise Software in 2015: An IDC Survey of Applications, Platforms, Decisions, and Deployments (forthcoming) IDC's Forecast Scenario Assumptions for the ICT Markets and Historical Market Values and Exchange Rates, Version 2, 2015 (IDC #256665, June 2015) Worldwide Mobile Enterprise Security Software Forecast and Analysis (IDC #254933, March 2015) U.S. and Worldwide SMB Enterprise Mobility Management Software Forecast (IDC #254958, March 2015) IDC MaturityScape: Enterprise Mobility (IDC #253113, December 2014) Worldwide Enterprise Mobility Management Software Forecast and 2013 Vendor Shares (IDC #252063, October 2014) Worldwide and U.S. Mobile Life-Cycle Management Services Forecast: The Basis of Competition Is Changing (IDC #251439, September 2014) IDC MarketScape: Worldwide Enterprise Mobility Management Software 2014 Vendor Assessment (IDC #251379, September 2014) The State of Mobile Enterprise Software in 2014: An IDC Survey of Applications, Platforms, Decisions, and Deployments (IDC #249234, June 2014) 2015 IDC #

13 About IDC International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make factbased decisions on technology purchases and business strategy. More than 1,100 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide. For 50 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. Global Headquarters 5 Speen Street Framingham, MA USA idc-insights-community.com Copyright Notice This IDC research document was published as part of an IDC continuous intelligence service, providing written research, analyst interactions, telebriefings, and conferences. Visit to learn more about IDC subscription and consulting services. To view a list of IDC offices worldwide, visit Please contact the IDC Hotline at , ext (or ) or sales@idc.com for information on applying the price of this document toward the purchase of an IDC service or for information on additional copies or Web rights. Copyright 2015 IDC. Reproduction is forbidden unless authorized. All rights reserved.