Gartner’s first MAM analysis reveals an encouraging yet entangled ecosystem

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Analyst house Gartner has released an inaugural report assessing the state of mobile application management (MAM), and found an emerging yet highly complex ecosystem.

The emergence of MAM as a separate entity, after Gartner renamed its mobile device management (MDM) Magic Quadrant to enterprise mobility management (EMM) last year taking into account a wider list of options for organisations to get their head around, gives a shot in the arm to the sector – the analyst house noted a doubling of enquiries for clients seeking MAM advice in 2015.

Yet it is not entirely straightforward to negotiate. Gartner sees the ecosystem as having four types of capability; standalone MAM, EMM suites which incorporate MAM, app-centric security tools, and MAM capabilities within mobile app development platforms (MADP).

Apperian, one of the vendors cited in the report and an established standalone MAM player with customers including the US Transportation Security Agency, argues the report validates its standalone approach as well as the market in general. “This report highlights a rapidly growing market, as well as clarifying the different vendors that play in this market,” said Chris Hazelton, Apperian director of product marketing and strategy. “As more companies realise that they need to manage apps with or without device management, this report will guide them through their decision making process.”

The MAM report breaks down each vendor type by four business use cases; a BYOD organisation, enterprises with highly regulated and sensitive data, organisations with a large catalogue of apps, or firms with an existing EMM investment but limited budget. Gartner argues standalone MAM is the full solution for BYOD, while app-centric security tool providers, such as Bluebox, Pulse Secure and Sophos, fit the bill for highly regulated industries.

It is clear that different vendors suit different roles, yet in terms of how the report is organised, Hazelton argues the need to classify and clarify different MAM offerings is important. “There are a lot of acronyms in IT and enterprise mobility,” he explained. “[The report] clarifies the MAM capabilities and reach for a wide range of vendors when it comes to securing and managing mobile apps. Prospects can see side by side how the different categories of MAM meet their needs, and that for large scale app deployments, standalone MAM is the obvious choice.”

Gartner asserts organisations should revisit their mobility strategies every six to 12 months, so where does MAM fit into that? “A lot of companies have deployed MDM, and the takeaway here is that IT should evaluate whether MDM is really allowing them to support and enable their users with mobile apps,” said Hazelton.

“MDM is about setting up and managing devices, MAM is more about putting apps in the hands of users,” he added. “Organisations should look closely at MAM and the vendors that offer it to make sure they are able to deploy managed and secured apps to all users.”

Ultimately, given the boost for MAM in this report, it remains one aspect of an overall, integrated enterprise mobility solution. With almost 400 companies out there providing mobility software of some description, whether it’s an MADP, MDM, MAM, or anything else, Gartner’s analysis is certainly of help to those looking for clarity in an increasingly complex landscape.

You can find a link to the full report (registration required) here.

 

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David Cleminson
13 Apr 2016, 11:26 p.m.

This is the same discussion about a Disaster Recovery (DR) plan as opposed to a Business Continuity plan where, the DR plan is an important component of the Business Continuity plan.

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