Gartner’s 2013 Magic Quadrant for Mobile Management Software Solutions

Interest and adoption in mobile device management continues to grow at a fast rate, with companies looking for enterprise security and mobile optimization and enablement. Strong offerings go beyond policy to support enterprise mobile management.

Enterprise mobile device management (MDM) software is:

(1) a policy and configuration management tool for mobile handheld devices (smartphones and tablets based on smartphone OSs), and (2) an enterprise mobile solution for securing and enabling enterprise users and content. It helps enterprises manage 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 and now sometimes laptop and ultrabooks. This is especially important as bring your own device (BYOD) initiatives and advanced wireless computing become the focus of many enterprises. MDM can support corporate-owned as well as personal devices, and helps support a more complex and heterogeneous environment.

Magic Quadrant for Mobile Device Management Software

Magic Quadrant for Mobile Device Management Software

Mobile Device Management Defined

Although the product capabilities of MDM continue to increase, each new product can be found to fall under one of the following main critical components:

Software management — This is the ability to manage and support mobile applications, data and OSs.
Network service management — This is the ability to gain information off of the device that captures location, usage, and cellular and wireless LAN (WLAN) network information, using GPS technology. Network access control (NAC) features are also found here.
Hardware management — Beyond basic asset management, this includes device provisioning and support.
Security management — This is the enforcement and support of standard device and data security, authentication, and encryption. Application containerization, VPN and encryption software are also part of this capability.

Companies are always asking when is the right time to assess and adopt MDM. Note 2 and Note 3 cover the decision criteria that companies should use when assessing the adoption of MDM and the use of EAS for MDM.

MDM Market Data

MDM has seen rapid growth during the past two years as companies have adopted more consumer-designed smartphones and are looking to enforce policies across multiple mobile OS platforms. In 2012, Gartner saw license revenue run to $784 million worldwide, and it is expected to rise to over $1.6 billion in 2014. Of that, 83% of lines were managed in on-premises servers, with cloud accounting for 17%, up from 5% in 2011. Although penetration has hit about 30% in North America, it is still growing and is much lower in other regions. The additional growth in smartphones, tablets and BYOD is driving adoption of MDM and will continue to do so for the next few years at a similar rate. The expansion into additional security products, such as DLP, containerization and VPN, as well as mobile content management areas, such as EFSS and MAM-like app stores, will continue this growth.

Increased competition, the movement toward cloud services and the impact of larger MDM companies will continue to put pricing pressure on this segment. In 2012, Gartner saw per-seat pricing decrease by up to 30% on average from the beginning to the end of the year. Increased product expansion into mobile software and content management can delay this in 2013, but continued competition on a global basis will push pricing in a downward trend. Potential mergers and acquisitions could delay some of the pricing pressure.

As in previous years, North America has seen the biggest number of MDM sales in 2012, with 65% of revenue gained in North America. Western Europe was second, at 17%, with the rest of the regions in single digits. Financial services led the way with 25% of sales, followed by manufacturing and healthcare and government. MDM is also being adopted by companies of all sizes, with over 70% of sales at 500 seats or lower. Gartner expects continued adoption and growth in all segments through 2014.

MDM Market Drivers

The growth of consumer-based devices in the market continues, with 63% of companies in North America planning for iOS to become the primary platform in the next 12 months.1 Android, the most popular smartphone platform (see “Forecast: Mobile Phones, Worldwide, 2011-2017, 1Q13 Update”), at 50% market share for both the consumer and business markets at year-end 2012, has under 20% in enterprise-only market share today, which varies based on region. However, Gartner believes that, by 2016, over 40% of enterprise-supported mobile devices will be Androids, so cross-platform MDM will be in even greater demand. The drive for many companies to support individual users’ mobile devices (both smartphones and tablets), as well as to secure corporate data and support mobile users, are the primary drivers for MDM adoption.
MDM is typically introduced as a method to implement and support mobile data security on smartphones and tablets. Most adopting companies are already supporting basic mobile device policies through EAS (see Note 2) before they adopt a more thorough MDM solution. This is because they are looking for more detailed mobile data security capabilities and are looking to support more-complex mobile computing and communications processes. For 2013 and beyond, the main trends will be:

Security Trends
Application-based VPN — Using a VPN for every app transaction can drain battery life and also increases data traffic for nonbusiness needs. There is a movement to enforce application-based VPN on business apps to guarantee security.
Data containerization — Companies are assessing the opportunity to separate business data from personal data, either by application or by putting it into separate workspaces, as a way to increase data integrity and management, while affording additional privacy to personal data. This is especially important for BYOD programs.
NAC — The use of NAC and identity management with MDM is to enforce segmented policies, and can use the network to allow, deny or grant limited access to devices, based on their compliance with these policies.

Mobile Enablement Trends
EFSS — These offerings enable productivity and collaboration for mobile workers who use multiple devices by allowing file sharing for internal and external use. Consumer-grade products are dominant today, but enterprises are evaluating solutions that will afford them increased data security and management.

App catalog — Companies are looking for solutions that will provide access to secure and manageable third-party apps commonly found in application markets, but want to be able to add enterprise policies and controls. MDM providers are partnering with ISVs and third-party app developers to configure enterprise-grade apps and provide them in an extensive app catalog. An app store is used independent of the apps available in a catalog.

Application provisioning and support — As part of a total mobile software management solution, enterprises need the ability to provision and support third-party, ISV and enterprise mobile applications. Many want an easier way to support apps across different types of users, with multiple policy possibilities. MDM is well-positioned to provide this as part of advanced mobile app management capabilities.

Application virtualization — Also in the app area, companies are assessing the use of mobile workspace aggregation, where the app would run in the cloud versus on the endpoint. While this is compelling because it would reduce the need for app customization based on the mobile platform, it would require an optimization of the app to run in the network as well as require increased network access. Offline requirements are also important when mobile users are disconnected, but still need access to data.

There are many vendors to choose from and the MDM software Magic Quadrant is the guide to use to help create a shortlist of MDM vendors to assess. Not all MDM vendors could be included in the deeper assessment if they did not meet the inclusion criteria. These vendors are listed in Note 3; they were not included in the Magic Quadrant, but have some type of MDM offering.

The Future of MDM and Enterprise Mobility Management
As companies support mobile users, devices and content, the challenge of putting together an enterprise mobile solution continues. Because of the lack of standardization in mobility and the fact that users have different mobility profiles and application requirements, there is no one size fits all when it comes to providing this mobile solution. Today, enterprises often have to sew together a number of point solutions to enable a mobile solution. Often, those point solutions come from a non-mobile legacy and are not optimized for mobility, leading to a poor user experience and an expensive option that is underutilized.

As MDM adoption grows, it is expanding out of a pure policy management function to incorporate an enterprise mobile management and enablement solution. Many companies see the MDM platform as the main tool to both implement and manage a mobile solution. Since the EMM concept was introduced by Gartner last year, MDM has evolved to become a broad system management offering, what we call enterprise mobility management. This entails many of the services for optimizing and enabling mobile applications and data on the device, as well as for ensuring the security of that data. Many products are still evolving in this area, but it will be the primary focus of many MDM providers during the next few years.



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Babaoğlan is a seasoned sales leader and management professional with 8 years of diverse experience on solution selling and key account management in global players.



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