EMM Providers Need to Do More

By Lori Castle, Editor in Chief — August 19, 2014

Of the enterprise mobility software segments, EMM is one of the most visible and competitive in the mobile ecosystem according to VDC Research. The firm will be releasing its annual mobile security report next week, Analyst Kathryn Nassberg noted in a blog. The report will take an in-depth look at the security capabilities of EMM providers and examine the gaps and the impact of BYOD.
Nassberg said, "There is no silver bullet." This is despite the fact that EMM vendors are "all vying to be the primary provider for an increasingly broad range of mobile solutions."
The problem is complex: more users with multiple systems and more threats as the hackers and cyber thieves move as quickly as the industry does. Nassberg cited malware, direct attacks, data interception, exploitation, and social engineering as "vulnerabilities."
"As a result, infrastructure investments for mobile management and security are rapidly become a top priority for CIOs, CISOs and IT leaders," she wrote. However, EMM vendors are challenged to keep pace with the changing requirements in larger deployment environments as mobility becomes strategic to the business.
Traditional MDM is evolving to EMM, but is that enough? Nassberg said that vendors have expanded their management range to incorporate app, content and network management capabilities; however, organizations realize that more is still needed for full security.
She noted that security cannot be assured by simply "finding an ideal hardware configuration or relying on a single type of communications network to catch all threats."  
So-called mobile-first providers focused on security are making a play in the market and taking a different (less traditional) approach, according to Nassberg. They focus on data rather than devices and are using a combination of technologies to be "appnostic."  
They also have a new vision of what containerization means. "To these vendors, moving into a work persona is a form of containerization, or any app that is 'badged' may also be considered as being containerized," she said.
Dissatisfaction Leads to Investment
Enterprises are looking for protection against data breaches, but as noted, they don't believe that what is in place is complete. According to a recent VDC survey, nearly 50% of the respondents indicated that they were not completely satisfied with the level of security they were being provided by their MDM vendor partner. (See chart - courtesy of VDC.)

Nassberg concluded, "For this reason, we believe that mobile security vendors can expect to see continued investments in their solutions due to their ability to secure heterogeneous mobile deployment environments and help to prevent against data loss from lost, stolen, compromised, or decommissioned devices."
EMM Market By the Numbers
Eric Klein, Senior Analyst for VDC Research also contributed to the blog, and according to his report, "The Global Market for Enterprise Mobility Management: Mobile-First EMM Vendors as a Pivot Point" (May 2014), total global EMM revenues in 2013 were $642 million.
In 2018, that number is predicted to jump $1,678 million.
Broken down by component, figures for 2013 were $358 million for MDM, $87 million for MAM, $31 million for MCM and $111 million for "operating, maintenance and support services."
Looking ahead, the biggest growth area is predicted to be MCM at 37% to $415 million and MDM the lowest at 11% to $597 million.
Klein said, "Today’s IT organizations are challenged to provide end-to-end mobile support from software distribution and patching to asset management and incident support for a wide variety of mobile platforms. Vendors have ridden the BYOD-influenced MDM investment wave. However, to remain viable, successful EMM vendors will need to leverage this growing installed base to pivot and expand their solution range developing differentiated tools and services that are less device-centric and focus more on applications and content."


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