The VMI Top Trends in Mobility

July 2012

Vanguard Marketing International, Inc.

Tel 480.488.5707

www.e-vmi.com

The VMI Topical Community Top : Trends in Mobility—July 2012

Page 2

www.e-vmi.com

About the Research

Over the last few months, Vanguard Marketing International, Inc (VMI) has conducted

extensive research and interviews with over thirty key opinion leaders and influencers

across a variety of emerging enterprise mobility industries, ranging from technologists,

to researchers and government agencies. These thought leaders became part of VMI’s

“Topical Community” and provided us with cross industry-level insights and perspectives.

We thank them for their contributions to the body of knowledge and to this Top Trends

briefing.

Introduction

The rise of enterprise mobility and app stores in the last 3 years has brought out several

issues including the use of unmanaged diverse devices on corporate networks, lack of

mobility policies, and an uncertain amount of security threats that these may bring.

Both government and private sectors have been faced with the question, “How do we

enable the use of mobility in our enterprise without incurring all of the associated

risks?” VMI, with the help of our Topical Community, encountered several trends

effecting how various organizations will deal with this question. Whether it is the use of a

BYOD (Bring Your Own Device) policy, utilization of HTML5 Apps or just integrating

mobility into their current IT management framework... one thing is for sure; mobility is

coming out of the door strong, and whether organizations are ready or not, these

devices will be on the network and in the hands of the end users faster than anyone

thought.

Top Trends

While VMI uncovered numerous key trends impacting emerging mobility solutions, a few

key findings stand out:

#1 Enterprise App Stores

While smart phones and tablets themselves hold great utility, the applications are

Top Trends in Enterprise and

Federal Mobility What Thought Leaders are saying about leading trends in mobility and

where they see the industry going in the coming years.

Source: http://www.readwriteweb.com/mobile/2012/01/infographic-the-growth-of-ente.php

The VMI Topical Community Top : Trends in Mobility—July 2012

Page 3

www.e-vmi.com

the real power and advantage of mobility. Commercial App Stores such as Apple’s

iTunes and Google’s Play Store offer a look into the sheer volume of possibilities for

mobile applications, but it is the Enterprise App Stores that bring it down to a

manageable and beneficial approach for organizations. The expectation is that by the

end of 2013, enterprises will each have an average of three or more proprietary apps.

Enterprise managed applications for mobile devices is nothing new, but

utilizing a custom app store allows end users the ability to discover new tools

to meet their needs while building on the increased efficiency and

effectiveness of a mobile strategy.

Most of the app store capabilities in the market today are components of a

mobile device management (MDM) player, trying to differentiate themselves

from the vast number of competitors.

#2 HTML5

The recent utilization of HTML5 has given developers a means of providing content

without the need to cater to each individual device specifications. This will strongly

benefit organizations by allowing for the development of internal applications that

have widespread availability in a BYOD environment. Implementing HTML5 into your

strategy will be helpful because it:

Reduces the need for device specific applications and typically has lower sys-

tem requirements,

Decreases development costs and increasing adoption, and

Removes concern over device fragmentation.

#3 Security and Management Control

Organizations looking to implement mobile strategies have an ever increasing

number of reasons to drive ahead, but there is one very large barrier that needs to be

overcome—security. This has left many organizations struggling between two op-

tions, either opening their networks up to a BYOD strategy without the necessary pre-

cautions in place or purchasing the devices which has significant cost and adoption

concerns associated with it.

While the value and purpose of the device is in what the App Store has to offer, it is up to each organization to determine how much control they are willing to give to the end user. This will either make or break the strategy.

#4 Mobile Device Management (MDM) Consolidation

The MDM industry is currently saturated with providers, which elevates the need to

http://www.edgelens.com/wp-content/uploads/2012/06/secure_email_iphone.png

The VMI Topical Community Top : Trends in Mobility—July 2012

Page 4

www.e-vmi.com

create and sustain a differential advantage crucial to maintaining market share in this

solution category.

Diversification of solution sets have taken place by expanding into adjacent

offerings such as Mobile Application Management (MAM), allowing for

increased tools for enabling and controlling mobile applications.

The growth within the mobile market has lead to a strong increase in the

number of MDM providers, with a secondary distinction based upon the

focus areas of security, complete solutions and integration capabilities.

With over 60 MDM vendors there are a large number of players, which leads

us to believe that there will be heavy industry consolidation in the next 18

months.

#5 MDM and MAM

A trend that has been seen many times in various industries is the shift in focus from

the hardware to the software. The MDM market is no different, and has given rise to

providers that either added in MAM capabilities, or were founded for the sole

purpose of MAM.

In a BYOD model, MAM has an even greater importance.

Every organization we spoke with was at some stage in adopting the idea

that emerging hardware management will be a continuance of their current

IT policies, and that the management, exchange and security of proprietary

data will be the key in a successful mobility strategy.

Conclusion

In order for organizations to successfully utilize mobile devices and more importantly the

vast number of applications, laying the groundwork of management (MDM/MAM) and

security solutions is a pure necessity. The alignment of the current IT Services and new

mobile strategies will allow for greater synergy and a more streamlined and effective

approach for implementation. VMI sees the upcoming consolidation in the MDM space as

a clear sign that the future of mobility in enterprises is about to about to spark a giant

leap in adoption.

With device and application management following a clear path towards greater

adoption, Enterprise App Stores and HTLM5 are both left vying for end users time. MDM/

MAM providers are quickly absorbing much of the App Store functions into their offerings

while HTLM5’s ease of device configuration, remote control point and offline storage

leaves it as the stronger of the two competitors. Both will find their niche, and both will

likely make their way to your home screen, if they haven’t already.

http://www.idevnews.com/views/images/uploads/general/enterprise_mobility_01.jpg

http://dojotoolkit.org/images/phoneGap.png

The VMI Topical Community Top : Trends in Mobility—July 2012

Page 5

www.e-vmi.com

Again, we would like to thank our thought leaders (VMI’s Topical Community), without

whose help this paper would not be possible. Their insights continue to deliver great

value to our research and allow us to provide you with a cross industry perspective.

While this briefing has covered stand out trends, if you are interested in gaining further

insights into our findings, we would be happy to arrange a telecon to discuss them in

further detail. Please give us a call at 480-488-5707.

Cameron Mehin, VMI

Cameron@e-vmi.com

About VMI

Founded in 1992, in Phoenix, Arizona, Vanguard Marketing International Inc’s

longstanding mission is, “to be widely recognized for clear cutting edge thinking and

delivery of actionable results that make a difference for our clients.” VMI’s

methodologies and expertise gives us the ability to analyze markets and design processes

that produce disruptive, innovative, low-risk strategies and action plans. VMI works on

an ongoing basis with many of its clients to ensure that they address changing market

needs, capitalize on important industry trends, and maintain brands, which clearly

differentiate their company and innovations throughout the investment community and

prospective markets.

About Beyond Line of Sight

The objective of the Beyond Line of Sight methodology is to identify emerging trends or

validate previously identified trends in selected industries and markets. Trends are

posted and maintained on the VMI trend database. There are many applications for the

data but the primary purpose is to enable VMI to map trends across industries and

markets over time.

Most people believe that when they observe a trend it is the first it has ever appeared

but in fact trends evolve and migrate across industries and markets over decades. As a

result, one industry may have ten years experience with a trend while another is just

beginning to feel its effects. By connecting trends and business models across industries

and time we gain understanding of what the future holds for our clients with a high

degree of probability. As a follow-up, the reader is encouraged to review VMI’s website

and published white papers on selected topics related to VMI’s core competencies at:

http://www.e-vmi.com/html/papers.html

©2012 Vanguard Marketing International, Inc., All Rights Reserved

For more information or to contribute to this or other white papers: Call 480-488-5707