BYOD Apps- The Future OF Enterprise Mobility

BYOD Apps- The Future OF Enterprise Mobility

John Marshall, CEO, AirWatch

What significant changes did enterprise mobility sector witness in 2013? What did these changes mean to vendors and customers?

The most significant change has been the transition from the enterprise mobility previous world of MobileDevice Management (MDM) to true enterprise mobility as a platform. When we started the year, most people were stilling thinking about MDM as a product with features and configuration. At the end year, most companies are thinking about an enterprise mobility platform. We’ve really evolved from some basic qualities and configurations and simple app management into a critical platform that includes apps, content, all the different security module components, and we’ve expanded where this is now truly a platform. Customers are able to get a broader set of capabilities from a single vendor like AirWatch.  Specifically for AirWatch, we were on the early side of realizing this should be a platform and investing in the entire product suite. So because we scaled our company to the size that we have, we’ve built out this entire platform and it means that our customers can come get the entire solution set from us as opposed to trying to cobble it together themselves.

What are some of the changes you had anticipated would happen in 2013, but did not happen?

The adoption of Bring Your Own Device (BYOD) is a little bit lower than most people would have thought in many companies, but not all companies. Many companies are still struggling with some of the governance challenges. Not the technical challenges, but actually the governance challenges of privacy, expense reimbursement and how to compensate employees and manage programs. So I think it’s just taken a lot more time to materialize for many companies.  I also would have expected more companies to be further along with building their own internal apps and being much more aggressive and extending out their internal app development. I think that has taken a little more time to mature as well.

How did you comment on the statement "Enterprise mobility as a standard operating procedure in 2014"?

I think it has to be. Very company, mobility is becoming part of every single job, every single activity and every single touch point for the customer. Mobility and the management as well as the support organization, technology, software and more has to become standard operating procedure no different than managing laptopsin your organization or any of the other IT functions. It is no longer optional to have a mobility strategy and a mobility theme. You can’t operate a business now if you’re not thinking about mobile.

Can you paint us the picture of how the landscape for enterprise mobility sector will change in 2014? What are some of the broader trends you are closely watching?

First and foremost, you’ll see a quick maturity of the top players and the market will very much keep migrating toward a platform and all the point solutions are just simply going to disappear. So if you’re a point solution for email, point solution for browser, point solution for content, point solution for apps, I really think it will get absorbed or disappear in terms of the individual company. Second, I do believe that managing laptops in the same framework as mobile devices will evolve quickly this year, and that means Mac OS and Widows 8.1 devices will take in the same framework approach as most tablets and smart phones. The governance policies around BYOD will mature, so that penetration will continue to increase. Content and managing collaborated content and enterprise content will roll into the enterprise mobility platform. So you still have standalone content vendors that are just doing content collaboration, but most enterprises will start to manage content within the same platform and also get much more aggressive on how they’re managing their telecom costs. Managing content and telecom costs in the same platform will be a big focus for everybody in 2014.It’s a strong economy everywhere and people are seeing a beneficial impact when they’re adopting mobile devices. Our business is directly correlated to mobile device and tablet adoption and new laptop and operating system adoption. We’re seeing a very strong market globally and we’re also seeing an appetite for companies to make these projects more strategic and adopt a deeper element of the solution.

How will customer spends change in 2014 for enterprise mobility sector? What makes you think customers will be buying more/ less?

There are a lot of reasons. Mobile device are used more in line of business activities. Think of all of the line of business activities where you didn’t see mobile devices two years ago, but you see them now. For example, mobile devices can be used for a flight deck within an airline or a cabin crew taking food and beverage orders. Devices are also used for mobile point of sale at more retailers. Mobility is being adopted within the line of business framework and a lot of that is because apps have been developed and enterprise systems have been extended. This year, mobility will continue to drive efficiency for organizations, there will be more line of business adoption, a deeper adoption of mobility within the BYOD segment and much tighter enterprise integration where companies are better utilizing all of their internal enterprise components.

What's in store for your company in 2014?

We did a great job in 2013 of positioning ourselves as a global market leader. Getting to 1,600employees has been a very effective year for us on the execution side. We will continue to extend the product platform aggressively and make additional investments globally. We have a very strong focus on making sure we meet customer needs worldwide. There will be more technology “tuck-in” acquisitions as more companies disappear in the space. We will continue to execute, broaden the platform, extend our organizational capabilities globally and add interesting technologies that become available in the market. We’re really looking forward to a fantastic 2014.

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