Even as IT asserts its authority over enterprise mobility management, customers and adoption of mobile managed services?
What are the primary drivers for your organization's
adoption of mobile managed services ? (Percentage of respondents select up to three)
Internally, within the organization, the primary drivers of mobile managed
services are employee satisfaction and support of the IT staff, which has not
developed expertise in mobile deployment. Externally, rapid innovation in
mobile technologies has driven many organizations across all sizes and
vertical markets - to deploy mobile technologies as a means to keep pace with
competition as mobility facilitates new approaches to customer engagement.
These primary drivers of mobile managed services adoption indicate that IT
decision-makers are motivated largely by strategic - as opposed to -
operational motives. For vendors, this indicates that investments to enhance
the scope and quality of their services will be advantageous - even at the
expense of increased prices for the customer.
Market Estimates & Forecasts
Vendor offerings in application-level security will see growing traction
The transition to a per-user model of mobile management
As mobile technologies penetrate both the consumer and enterprise markets,
we are seeing employees utilizing multiple mobile devices on a regular basis
to access corporate data and applications. Smartphones and - increasingly -
tablets have seen strong growth in the enterprise - rather than replacing
devices such as the laptop or desktop PC, however, these devices are used
alongside these more established computing technologies. This trend is
especially acute in health care - where medical personnel may utilize several
devices in the course of their work. This trend will increasingly drive demand
for security and BI solutions capable of identifying and monitoring which user
is accessing which data. We will also see vendors develop more flexible
licensing and pricing models to accommodate these organizations, transitioning
to a per-user licensing/pricing system.
Evolving mobile services portfolios
Security will always be the low-hanging fruit for management of enterprise
technologies. Moving forward, however, we will see vendors supplement their
MDM and mobile security management offerings with more sophisticated, targeted
security services. This includes drilling down into mobile security with
application-level security policies and services for data loss prevention
including dual-persona solutions (where separate ‘business’ and
‘personal’ profiles co-exist on a single device), sandboxing of
applications, and app “wrappers”(enabling security policies and
encryption to be applied to a single application). These solutions have all
entered the market in the past 12 months, and are already seeing traction as
MDM and MAM providers look to differentiate and expand their solution sets.
Verizon's new Application Certification program will evaluate and rate all
apps in their app store against certain protocols, indicating their level of
security and enterprise readiness.
We will also see increasing demand and adoption of the enterprise app
store as organizations begin to implement more strategic mobile initiatives,
and increase their app development capabilities. This market will see
considerable growth as vendors build in value-added offerings such as mobile
analytics and BI capabilities to differentiate their offerings from those of
competitors.
Hybrid solutions as the new norm
As the mobile services market continues to evolve, with new offerings and
vendors entering the market, vendors are increasingly challenged with
development of a comprehensive end-to-end mobile management platform. Antenna
- with its AMP chroma platform - is an example of a vendor offering a single -
simple yet sophisticated - mobile management console. As vendors partner to
develop more comprehensive solution sets, it will be importantthat these
vendors also be able to customize these bundled service offerings. For the SMB
market, especially, flexibility will be required to meet the price
restrictions in the large enterprise, IT will expect customization of these
service offerings to meet their unique requirements. As much as possible,
vendors must develop seamless mobility management platforms, capitalizing on
synergies across their partners' solutions, and simplifying IT's vendor
management.
Talent acquisition key to driving vendors' mobile platforms
Talent acquisition wilt remain an important consideration for these mobile
MSPs as they continue to shape and evolve their mobile services portfolios.
Individuals such as Jim Somers (former AT&T) and Mark Watson (former IBM) at
Antenna and Mark Siegel (formerly McAfee) at Mocana are playing a significant
role in shaping the evolution of this market. Vendors must invest not only to
advance their mobile technologies, but in the continued evoolution of their
mobile services capabilities against those of competitors. Symantec's recent
aquisition of Nukona added value not only in advancing its MAM capabilities
but in adding Chris Perret and Mark Gentile to therteam.
Strategic Issues, Drivers & Trends
Today's rapidly expanding mobile managed services market will inevitably converge - mobile ISV market to see increased acquisitions
Co-Opetition & Channel Play
The growing influx of mobile technologies into the workplace has created a
wealth of opportunities. The market continues to expand with new vendors,
products, solutions and services entering the market each day. This vendor
ecosystem includes everyone from carriers, mobile ISVs, enterprise ISVs and
hardware OEMs to large and small Sis.
Mobile MSPs have employed strategies from increased M&A to seeking
third-party partnerships (including white-label partnerships) to adapt to this
channel-centric market. Announcements of new market acquisitions are frequent,
as companies look to grow their customer base, grow their product portfolio,
expand their market reach, or - increasingly - for talent acquisition.
Each of these players has struggled to exploit its unique market
positioning to carve out a strong market play. Co-opetition remains a mainstay
for this market, however, and the channel its backbone, as these vendors
recognize their inabilityto satisfy each stage of mobile lifecycle support and
customer engagement at a competitive level. Each of these vendor communfties
commands unique potential in this market.
The Path to a Consolidated Mobile Managed Services Market - History Predicts the Future
We will see further acquisitions and consolidation in this immature market
(e.g. Symantec acquiring Nukona and Odyssey, Wyse acquiring Trellia, SAP
acquiring Syclo) as vendors bring new technologies and solutionsto market.
Looking at the evolution of the marketfor traditional managed services, we see
many similarities - the flood of startups into the market with innovative
solutions and venture funding, staggered acceptance and adoption of these
services and the wave of market acquisitions as an early sign of market
convergence.
More important than these similarities, however, are the variations -
telcos have invested early to establish their role in this market(namely AT&T,
VZW, Orange). Systems integrators, conversely, have been slowerto see success
early on, and have advanced slower than other vendor communities - this will
change as we see mobility as a managed service mature, and companies look to
systems integrators as trusted consultantsand technology specialists.
Maturation and consolidation of this market - although inevitable - will
be a non-issue for the short-term. Looking long-term (at least 2-3 years out),
we see mobility shifting from a standalone service to an integrated piece of
enterprise technology management. As this occurs, mobility will no longer
represent a product category in and of itself - ISVs, OEMs, telcos, and mobile
ISVs will strive to differentiate their solutions from those of competitors
and build up the resources and infrastructure required for enduring success in
this market.
Systems integrators, and those replicating this business model -
integrating others' solutions, but building strong customer relationships -
will wield a strong advantage over competitors. Tier 2 and 3 SIs such as Vox
Mobile, Peak Technologies, Stratix, and Decision Point embody this business
model on a smaller scale, and may become attractive acquisition targets for
large Sis. As trusted advisors to the enterprise, with extensive experience
and resources to support mobility as a service, maturation of the mobile
managed services market will favor the systems integrator business model and
vendor community. Proof of this is carriers acquiring professional services
companies (Verizon acquiring Terremark, AT&T acquiring in Compass) and
repticating this business model.
About the Team
David Krebs, Vice President.
Eric Klein, Senior Analyst.
Balca Korkut, Analyst.
Britt Libby, Analyst.
About VDC Research
VDC Research Group (VDC) provides exceptionally detailed direct-contact market
research and consulting services to many of the worlds largest technology
suppliers, innovative start-ups and leading investors. The firm is organized
around four practices, each with its own focused area of coverage. Our clients
rely on us for highly segmented research and analysis which is derived from
our unwavering commitment to the idea that all markets are collections of
smaller market segments and thatwinning companies must develop and execute
strategiesthat are segment- specific.
Table of Contents
Table of Contents
Critical Takeaways
Page 9. Mobile Challenges Opening Opportunity for Mobile Managed Services
Page 10. IT Organizations Drawing Enterprise Mobility Under their Umbrella
Page 11. Cloud Computing Accelerates Adoption of Managed Services Delivery
Model
Page 63. Adoption Drivers for Mobile Managed Services
Page 64. Barriers to Adoption of Mobile Managed Services
Page 65. Mobile Managed Services Adoption
Page 66. Growing Budgets for Mobile Technologies
Page 67. BYOD Policy Enforcement
Page 68. BYOD Policy Enforcement
Page 69. Mobile Access to Productivity Applications
Page 70. Mobile Access to Productivity Applications
Page 71. Mobile Access to Traditional Enterprise Applications
Page 72. Mobile Access to Traditional Enterprise Applications
Page 73. Mobile Access to LoB Applications
Page 74. Mobile Access to LoB Applications
Page 75. Side-by-Side Comparison of Current & Future Mobile OS Support
Page 76. Mobile Device Support in the Enterprise
Page 77. Mobile Device Support in the Enterprise
Page 78. Comparing IT's Mobile and Desktop Support Capabilities
Page 79. Comparing IT's Mobile and Desktop Support Capabilities
Page 80. Business-Related Challenges to Mobilization
Page 81. Technology-Related Challenges to Mobilization
Page 82. Application Development Methodologies
Page 83. Application Development Methodologies
Page 84. Preferred Pricing Model for Mobile Managed Services
Page 85. Preferred Pricing Model for Mobile Managed Services
Page 86. Key Enterprise Concerns for Application Management
Page 87. Enterprise Perceptions of the Ideal Partner for Application
Management
Page 88. Perceived Mobile Managed Support Capabilities of OEMs, lSVs,
Carriers, SIs
Page 89. Key Partner Selection Criteria
Page 90. Traditional Managed Services - Adoption Drivers
Page 91. Traditional Managed Services - Barriers to Adoption
Page 92. Preferred Pricing Model for Traditional Managed Services
Page 93. Preferred Pricing Model for Traditional Managed Services
LIST OF EXHIBITS
Enterprise Mobility Professional Services Market Analysis
Exhibit 1: Is your company currently using or planning to deploy mobile
solutions to support frontline and/or mobile workers?
Exhibit 2: Which of the following statements BEST describes your level of
involvement in your company's purchase of enterprise applications and services?
Exhibit 3: Which of the following best describes your managerial level?
Exhibit 4: Who are the primary current AND planned/eventual users of
mobile devices within your organization?
Exhibit 5: Where are mobile solutions predominantly being used or being
evaluated for use?
Exhibit 6: For which of the following enterprise applications does your
organization currently provide, or plan to provide, mobile access?
Exhibit 7: To which of the following mobile enterprise applications does
your organization currently provide, or plan to provide, mobile access?
Exhibit 8: How are your organization's mobile applications primarily being
developed?
Exhibit 9: Are you familiar with the enterprise app store concept?
Exhibit 10: Does your company currently use, or plan to deploy, a solution
such as an enterprise app store to help manage and deploy mobile applications?
Exhibit 11: What is your organizations approximate timeframe for deploying
an enterprise app store?
Exhibit 12: For each item below, please indicate its importance as a
function of managing your mobile applications within your organization.
Exhibit 13: Who do you view as an ideal partner for your organization to
implement a solution to help manage and deploy mobile applications?
Exhibit 14: What, if any, TECHNOLOGY-RELATED challenges has your
organization encountered in the evaluation or implementation of an enterprise
mobility solution?
Exhibit 15: What, if any, BUSI NESS-RELATED challenges has your
organization encountered in the evaluation or implementation of an enterprise
mobility solution?
Exhibit 16: How has your organizations budget for mobile technologies /
solutions changed over the past year?
Exhibit 17: Which of the following mobile devices are currently supported
by your organization (either enterprise deployed or employee owned)?
Exhibit 18: Which of the following mobile operating systems are currently
supported by your organization?
Exhibit 19: Which of the following mobile operating systems are currently
supported by your organization?
Exhibit 20: Does your organization currently support or plan to support a
BYOD (Bring Your Own Device) mobile policy? By mobile policy, we mean specific
guidelines that have been put in place and are typically enforced by your IT
organization around the provisioning of applications, device management, and
technical support of employee-owned mobile devices in the workplace.
Exhibit 21: What types of mobile applications are supported by your
enterprise for your personal mobile device deployments?
Exhibit 22: Please rate your IT department's current level of competency
in the following mobile areas on a seven point scale
Exhibit 23: How do your organization's mobile IT service and support
capabilities compare to your DESKTOP PC service and support capabilities?
Exhibit 24: Which, if any, of the following services does your
organization currently procure as a managed service? In the next 12 months?
Exhibit 25: Which, if any, of the following services does your
organization currently procure as a managed service? In the next 12 months?
Exhibit 26: What is your preferred pricing model for managed services?
Exhibit 27: What are the primary drivers for your organization's adoption
of managed services?
Exhibit 28: What, if any, concerns/challenges has your organization
encountered in the evaluation or adoption of managed services?
Exhibit 29: Q220:Which, if any, of the following mobile services does your
organization currently procure as a managed service? In the next 12 months?
Exhibit 30: Which, if any, of the following services does your
organization currently procure as a managed service? In the next 12 months?
Exhibit 31: What is your preferred pricing model for mobile managed
services?
Exhibit 32: What are the primary drivers for your organization's adoption
of mobile managed services?
Exhibit 33: What, if any, concerns/challenges has your organization
encountered in the evaluation or adoption of mobile managed services?
Exhibit 34: At what price point (per user per month) would you consider
your organization's managed services to be TOO EXPENSIVE for the value it
promises?
Exhibit 35: At what price point (per user per month) would you consider
your organization's managed services to be a FAIR VALUE for the value it
promises?
Exhibit 36: At what price point (per user per month) would you consider
your organization's managed services to be TOO INEXPENSIVE, where you begin to
doubt its ability to deliver on its promise?
Exhibit 37: Considering mobile managed services, rate the following types
or classes of organizations in terms of how you perceive their ability to
support mobile managed services, on a seven point scale
Exhibit 38: When selecting a mobile managed service partner, rate the
importance of the following capabilities in terms of your partner selection
decision, on a seven point scale
Exhibit 39: What is your organization's principal industry sector/business?
Exhibit 40: Where are your organization's headquarters located?
Exhibit 41: What are your organization's approximate annual revenues?
(Please convert to US dollars)
Exhibit 42: Approximately how many full time equivalent (FTE) employees
are there in your organization, including all branches, division, and
subsidiaries?
Exhibit 43: How many mobile workers does your organization employ?
VENDOR PROFILES
AirWatch
Antenna Software
AT&T
Decision Point Systems
Fiberlink (Maa5360)
HP Enterprise Services
IBM
Infosys Limited
iPass
Intermec Technologies Corporation
Mformation Technologies
Motorola Solutions
Research in Motion (RIM)
SAP AG
Sophos
Sprint Nextel
Stratix
Symantec
Tangoe
Tata consultancy Services (TCS)
Tech Mahindra
Verizon Wireless
Wipro
Managed Services & Hosted Applications published by VDC Research Group in June 30, 2012. This report price starts from US $ 5550.
