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Managed Services & Hosted Applications: Enterprise Mobility Professional Services

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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.

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 12. A Crowded Yet Growing - Fragmented Yet Maturing - Vendor Ecosystem

Implications for Vendors

  • Page 14. Vendor offerings in application-level security will see growing traction
  • Page 15. Carriers and mobile lSVs - a symbiotic partnership
  • Page 16. For established lSVs, OEMs, and Sis, customer closeness has become a key success factor in today's “Wild West” mobile landscape
  • Page 17. Enterprises will increasingly look to mobile MSPs for a holistic approach to manage enterprise mobilization

Scope & Methodology

  • Page 19. Report Overview:Mobile Managed Services & Hosted Applications

Market Definition & Segmentation

  • Page 21. Current Market Conditions Support Managed Mobility
  • Page 22. Evolution of Enterprise Mobility as a Managed Service
  • Page 23. Mobile Managed Services Adoption Drivers
  • Page 24. Barriers Slowing Adoption of Mobile Managed Services
  • Page 25. Current Use of Mobile Managed Services
  • Page 26. The Unrealized Potential of Mobile Managed Services
  • Page 27. Unlocking the Future of Mobile Managed Services:Applications
  • Page 28. Mobile Wave Heightens, Driving Further Mobile Investment in the Enterprise
  • Page 29. Strong Support for Bring-Your-Own-Device (BYOD)
  • Page 30. Today's Line in the Sand for BYOD Access
  • Page 31. IT Lacking in Mobile Support Capabilities
  • Page 32. Key Business-Related Challenges to Enterprise Mobilization
  • Page 33. Key Technology-Related Challenges to Enterprise Mobilization
  • Page 34. BYOD & ColT Driving Both Enterprise Mobilization & Demand for Managed Services
  • Page 35. Mobility Management - It Takes a Channel
  • Page 36. Expanding Base of Mobile Hardware Partners
  • Page 37. The Hybrid Approach to Pricing Managed Services

Competitive Analysis

  • Page 39. Carriers - Is Enterprise Mobility the New OTT Opportunity?
  • Page 40. Mobile lSVs - Small Fish Looking to Make a Name in the Mobile Ocean
  • Page 41. Traditional Enterprise lSVs & HW OEMs - Megavendors Making a Move
  • Page 42. Systems Integrators (SIs) - Doubling Down in Enterprise Mobility

Vendor Profiles

  • Page 44-46. Key Vendors Profiled in this Report - Carriers
  • Page 47-49. Key Vendors Proffled in this Report - Mobile lSVs
  • Page 50-55. Key Vendors Prol1led in this Report - Traditional Enterprise lSVs & HW OEMs
  • Page 56-59. Key Vendors Profiled in this Report - Systems Integrators

Appendix

  • Page 61. Survey Respondent Demographics:Current Use of Mobile Solutions
  • Page 62. Survey Respondent Demographics:Industries Represented
  • 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
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