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Market Research Report

The Global Market for Enterprise Mobility Management: Healthy Market, but Consolidation Pace Quickening

Published by VDC Research Group, Inc. Product code 290584
Published Content info 24 Pages; 24 Exhibits
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The Global Market for Enterprise Mobility Management: Healthy Market, but Consolidation Pace Quickening
Published: August 12, 2015 Content info: 24 Pages; 24 Exhibits

The freedom and flexibility that mobile+cloud bring are powerful, and they have given workers more opportunities than ever before to be productive while on the go. Keeping our digital lives connected, as well as seamlessly syncing and saving our work-related and personal content, distributed teams now regularly collaborate via virtual workplaces. What's more, mobile solutions provide access from any location, because the cloud's flexibility and scalability deliver the necessary data, software, and business agility.

The Enterprise Mobility Management (EMM) space is the most visible of the “segments” of the enterprise mobility ecosystem. In addition to notable acquisitions (AirWatch, BoxTone, Fiberlink, and Zenprise), participating vendors have demonstrated that they can win large deals and attract key partners in the channel. While EMM vendors have successfully positioned themselves to capitalize on the opportunities to enhance business that mobile technology and cloud software (and services) can deliver, their market has quickly matured. As the line between personal computers and mobile devices continues to blur, EMM must innovate quickly or risk losing relevance in a market that it created.

What questions are addressed ?

  • Where can EMM vendors innovate?
  • Does the positioning of Apple, Google and Microsoft jeopardize the EMM market?
  • How big is the EMM market?
  • How fast is the EMM market growing?
  • Is unified endpoint management the proper direction for EMM vendors to move?
  • Will blending virtualization and mobility solutions resonate with customers?

Executive Summary

The EMM market has grown up quickly and is the most visible (and competitive) segment in the enterprise mobility software ecosystem. VDC's forecast shows that the global market for EMM solutions is healthy and gaining momentum as we head into the second half of 2015. The compound annual growth rate (CAGR) for the market is XX.X%, growing from $X.XXB in 2014 to $X.XXB by 2019. However, while mobile-first EMM vendors are enjoying strong growth, they have seen their MDM license revenues deteriorate due to commoditization and a race to the bottom for device management only solutions. Customers are beginning to see attractive pricing emerge. They will have more opportunities to negotiate as large and established competitors with diverse solution portfolios become more aggressive with their marketing and sales campaigns for EMM solutions. This trend has led mobile-first EMM vendors to rely heavily on complementary EMM suite elements for application and content management for revenue contributions and has made partnerships even more important. VDC expects downward pricing pressure on mobile-first EMM vendors to continue into Q3 of 2015 as larger vendors begin to offer à la carte EMM solution bundles. To maintain their momentum, mobile-first EMM vendors should pursue partnerships that enable them to target specific vertical markets. Vendors must continue to work closely with device manufacturers, expand their R&D budgets to shorten their innovation cycles, and get their products to market more quickly. Differentiation is becoming difficult to achieve due to the market dominance of Apple and Google's operating systems in the enterprise. Apple's closed operating system approach stifles innovation, and most prominent EMM vendors announced that they would integrate with Google's Android for Work program at its initial launch. Regional expansion via that channel has enabled mobile-first EMM vendors to gain traction in this market and will be critical as large and established competitors such as Microsoft and IBM continue to enhance their EMM suites. In this vein, mobile-first EMM vendors should listen carefully to their customers to identify solution gaps and potential areas to improve their platforms.

[Data available in full report.]

Key Findings

  • The EMM market has matured and is healthy; however, key ecosystem vendors such as Apple, Google, and Microsoft are becoming more serious about their enterprise orientation and offerings. Mobile-first EMM vendors must position themselves to complement these vendors' ecosystems in the future.
  • EMM vendors need to expand their ISV partnerships as pre-packaged mobile applications continue to improve and are beginning to see stronger adoption in the enterprise.
  • Innovating on security remains a key priority for the EMM market and continues to offer opportunities for differentiation. Identity management will be a key battleground going forward. Both VMware/AirWatch and Citrix have a leg up on the competition due to their infrastructure orientation and security bonafides.
  • The native containerization features of Google's Android L OS offers EMM vendors a significant opportunity to support enterprise-grade Android deployments. However, the level of integration with Google's Android for Work program varies across the EMM market.
  • Old guard v. mobile-first: EMM vendors are busy developing next-generation unified endpoint management (UEM) solutions. Incumbent and tenured vendors such as Dell, IBM, LANDesk and Microsoft, however, have a big lead and have steadily augmented their mobile capabilities.

Global Market Overview

The EMM market has matured quickly, and all prominent vendors have moved well beyond just managing devices and de-emphasizing their “MDM roots.” Exhibit 1 depicts the increasingly broad range of solution components that are now commonly referred to as EMM suites. The uptake in mobile enablement in the enterprise has vendors focusing on strong authentication solutions, granular app-level policy controls, and network access control. EMM vendors are well aware of the need to preserve the user experience that end users are accustomed to on mobile, a growing area of focus that provides new opportunities for differentiation.

Exhibit 1:
EMM Suite Solution Components

The global market for EMM solutions picked up significant momentum in 2014. The consolidation we saw in 2013 and 2014 has produced a clearly divided market between Tier 1 vendors (who account for roughly XX% of the market) and everyone else. There are currently seven Tier 1 vendors in the EMM market (AirWatch [VMware], BlackBerry, Citrix, Good Technology, IBM, MobileIron, and SAP); these vendors each hold more than a X% market share, according to our market segmentation. There are dozens of additional vendors (mostly small startups) that are fighting for relevance in the market and a notable heavyweight (Microsoft), who is very likely to crack the X% threshold in 2016, based on our market forecast. The EMM market is growing at a very healthy rate; its CAGR is XX.X% and the market will grow from $X.XXB in 2014 to $X.XXB in 2019. We expect to see current growth rates begin to slow in 2017.

Exhibit 2:
Current and Forecast Worldwide EMM Solution Revenues (2014-2019)

Mobile-first EMM vendors continue to drive the majority of this growth and have made key adjustments to their licensing and subscription renewal programs based on increasing competition. Term licensing has been welcomed by users as BYOD policies continue to be adopted, and users increasingly carry multiple devices. Vendors notably succeeding in expanding their customers' mobile solutions beyond MDM to more extensive usage of both content and application management solutions; this trend accounts for a significant portion of the revenue growth we have forecasted. We anticipate that per-user pricing will be offered at a higher list price than per-device pricing, but it will be the de facto model for most large customers beginning in Q3 of this year.

EMM vendors have established themselves as the de facto vendor class for organizations that are formulating (or expanding) their mobile strategies. Indeed, a majority of Fortune 1000 organizations work extensively with at least one EMM vendor. (Our research shows that multi-national firms typically work with at least two EMM vendors.) EMM vendors have capitalized on the fact that enterprises see clear benefits from their employees' consumer-oriented mobile devices and are expanding their mobile application use to key productivity applications. With high adoption in large enterprises, vendors have begun to increase their focus on midmarket firms. This is a wise strategy, because there are approximately 200,000 middle-market businesses is the United States alone. Most middle-market firms have yet to formally support their mobile workforce. BYOD and consumerization, however, have led EMM vendors to create bundles to cater to middle-market firms and enhance their self-service capabilities to ensure that they can offer these businesses big-solution benefits at the appropriate prices.

The EMM market will grow quickly because vendors have the opportunity to offer innovative IT services and application provisioning methods to mobile platforms. As the ranks of end users who rely on their tablets, smartphones, and other devices at work and on the road grows, organizations must reconsider how they provide applications to these platforms or risk falling behind their peers and find themselves increasingly at risk of losing control of their mobility deployments. This will exacerbate their need to partner with a vendor or vendors that can make critical mobility management services available to their internal end users. Mobile enablement provides IT organizations an opportunity to reassert themselves and demonstrate that they can not only move quickly to roll out mobile applications, but also offer the quality of service and user experience that end users expect.

XX Commercial in Confidence.

About the Author

Eric Klein is a market research and consulting professional who specializes in the design, analysis, and delivery of project-based research. Over the past 15 years, Eric has worked with a wide array of firms across a number of industries, leading quantitative and qualitative research in areas such as innovation in enterprise software, supply chain risk management, manufacturing operations/automation, and IT spending research. Eric has worked in a variety of market research and management roles, providing market data and competitive intelligence to Fortune 500 firms. His previous employers include: AMR Research, The Yankee Group, and Affiliated Computer Services (ACS). Eric holds a Bachelor of Science degree in Finance from Boston University.

David Krebs has more than ten years experience covering the markets for enterprise and government mobility solutions, wireless data communication technologies, and automatic data-capture research and consulting. David focuses on identifying the key drivers and enablers in the adoption of mobile and wireless solutions among mobile workers in the extended enterprise. David's consulting and strategic advisory experience is far reaching and includes technology and market opportunity assessments, technology penetration and adoption enablers, partner profiling and development, new product development, and M&A due diligence support. David has extensive primary market research management and execution experience to support market sizing and forecasting, total cost of ownership (TCO), comparative product performance evaluation, competitive benchmarking, and end-user requirements analysis. David is a graduate of Boston University (BSBA).

Table of Contents

Table of Contents

Inside This Report

  • What questions are addressed?
  • Who should read this report?

Table of Contents

Executive Summary

  • Key Findings

Global Market Overview

  • Exhibit 1: EMM Suite Solution Components
  • Exhibit 2: Current and Forecast Worldwide EMM Solution Revenues (2014-2019)
  • Recent Developments
  • Platform Enhancements that Vendors Should Focus on
  • Unified Endpoint Management, the Internet of Things, and Wearables
  • Tenured Endpoint Management Vendors are Making a Mobile Move
  • Exhibit 3: Desirability of Potential Future Endpoint Management Capabilities
  • Competitive Landscape
  • Important and Notable EMM Shifts
  • Exhibit 4: EMM Market Share, 2014
  • Tier 2 Vendors Still Relevant
  • VDC“s Temperature Check
  • Exhibit 5: VDC“s Temperature Check on the EMM Market

Regional Forecasts

  • Exhibit 6: Current and Forecast Worldwide EMM Solution Revenues, by Region (2014-2019)
  • Americas
  • APAC
  • EMEA
  • Vendor Insights
  • AirWatch/VMware
  • Apple
  • BlackBerry
  • Citrix
  • Globo PLC
  • Good Technology
  • Google
  • IBM
  • LANDesk/Wavelink
  • Microsoft
  • MobileIron
  • SAP
  • SOTI

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