Notes from the Mobility World: EMM and MADP Coopetition Is Alive and Growing

Paula Musich
Paula Musich

Summary Bullets:

  • As you select your primary EMM or MEAP provider, keep in mind the staying power of the providers you select.
  • Focus less on managing devices and more on how you are going to secure mobile applications, streamline their delivery and preserve a good end-user experience.

Between dueling mobility-focused events at the AirWatch Connect user conference and CTIA/MobileCON, this week produced more examples of how the lines are increasingly blurring between enterprise mobility management (EMM) and the mobile app world.

Earlier this year, my colleague Charlotte Dunlap and I wrote a report highlighting the trend we were seeing in the convergence of EMM and mobile enterprise application platforms (MEAPs). This week, AirWatch announced what it bills as the broadest partnership between an EMM vendor and mobile application development platform providers. AirWatch specifically lined up Adobe, Appcelerator, Kony, MicroStrategy, Oracle,, Sencha, Telerik and Xamerin to integrate their platforms with AirWatch’s fledgling AppShield app wrapping technology to streamline the injection of new mobile applications into the enterprise infrastructure with app security built-in.

At the same time, AirWatch announced its own secure mobile Chat add-on and even developed its Teacher Tools for education customers to allow teachers to facilitate lessons using tablets in the classroom by exploiting administrative functions from the EMM suite. Rival EMM supplier SAP struck a partnership with AirWatch parent VMware to integrate SAP’s Mobile Secure with AirWatch’s MDM capability to streamline secure application distribution from Mobile Place to managed AirWatch mobile endpoints. Meanwhile, Dell delivered a virtual smartphone that integrates popular productivity apps such as Box and Office 365 with mobile VoIP services, eliminating the burden of backend and business integration for customers. In addition, EMM up-and-comer Globo markets not only EMM products, but also an MADP.

All this activity at the application level is the new normal for the EMM space, and it suggests that the device itself is no longer the focal point of management and control. It is about delivering secure mobile apps deployed to end users, while still maintaining that all-important user experience. Moreover, these matchups mean that coopetition is alive and growing in the enterprise mobility management market. You can expect to see these kinds of activities snowball as time goes on (and as winter approaches). However, it may also hasten the consolidation of the EMM and MEAP market and cause the demise of smaller vendors which cannot attract a broad ecosystem of partners to their APIs or keep up with increasing requirements for further API-level integration across a broader field of partners.

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