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BYOD: An Emerging Market Trend in More Ways than One

Introduction

Ovum's research into the scale of the BYOD trend has unveiled some clear differences in employee behavior between mature markets and developing, high-growth markets. Differing attitudes between employees in these markets toward the usage of mobile devices during and outside working hours provide an interesting proxy for the divergence in cultural attitudes toward the separation of work and life.

Highlights

  • The average rates of BYOD in high growth emerging markets and mature markets are divergent, indicating differing attitudes toward the separation of work and life.
  • BYOD activity is driven by employees' attitudes and desire to have access to corporate data and applications wherever they happen to be and at all times of day, and also by their desire to use a single device for both work and personal activity, rather than carrying two or more devices around.
  • The rate at which BYOD activity is encouraged by IT departments also differs between growth markets and mature markets, largely corresponding with the rate of BYOD.

Features Benefits

  • Gauge how far BYOD behavior has taken hold in different geographic markets, and how it varies dramatically between high-growth markets and mature economies.
  • Identify the consumer/employee attitudes that drive BYOD activity, and how the variation between geographic markets demonstrates cultural and behavioral differences.
  • Understand how far IT departments within different geographies are collectively managing BYOD activity, and why it is important that they do so.

Questions Answers

  • How widespread is the BYOD trend, and how does it differ between markets?
  • To what extent are IT departments within different geographies really getting to grips with BYOD activity among their employees?
  • What opportunities does this behavior present to enterprise mobility management vendors?

Table of Contents

Headings

INTRODUCTION

  • Catalyst
  • Summary
  • Key messages

RATES OF BYOD IN HIGH-GROWTH AND LOW-GROWTH MARKETS DIVERGE

  • The average rates of BYOD in high-growth, emerging markets and mature markets diverge
  • High adoption of BYOD in emerging markets demonstrates comfort with the blurring boundary between work and personal life
  • Employees in mature markets more commonly require distinct boundaries between work and personal life
  • IT departments need to manage this behavior

BYOD IS DRIVEN BY EMPLOYEE ATTITUDES

  • "Always-on" access to corporate data is seen as more of a benefit in emerging markets
  • Those in emerging markets are also more likely to appreciate having flexible access to corporate data and apps
  • Appropriate device and network support is required to manage BYOD in different markets

BYOD IS DRIVEN BY THE DESIRE TO USE A SINGLE DEVICE

  • Employees in emerging economies want a single phone for work and personal use
  • Low concern over separation at the device level of work and personal applications
  • Youth demographics mean that the trend is set to continue in emerging markets

ENCOURAGEMENT OF BYOD BY THE IT DEPARTMENT ALSO DIFFERS BETWEEN GROWTH MARKETS AND MATURE MARKETS

  • In high-growth markets, there is a high level of awareness and encouragement of BYOD behavior by IT
  • Within the mature market segment there is variance

RECOMMENDATIONS

  • Recommendations for vendors: Take advantage of the opportunity presented by high BYOD activity in emerging markets
  • Recommendations for enterprises: IT departments must find the right way to manage this behavior

APPENDIX

  • Further reading
  • Methodology
  • Author
  • Ovum Consulting
  • Disclaimer

Figures

  • Figure 1: Divergence between average rates of BYOD in growth markets and mature markets
  • Figure 2: Lack of BYOD management is an issue everywhere
  • Figure 3: "Being able to access business apps outside official working hours enables me to do my job better": breakdown by market
  • Figure 4: "I like the flexibility of being able to access business apps outside official working hours": breakdown by market
  • Figure 5: "I would like to use a single phone for work and personal use": breakdown by market
  • Figure 6: Employers' IT departments' attitudes toward BYOD: breakdown by market
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