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Ovum’s recently published forecast of the enterprise mobility management (EMM) software market predicts that global revenues will grow from a base of $2.7bn in 2014 to just under $10bn by 2019, close to 4x growth in only five years. While security concerns have so far driven this still immature market, the opportunity for mobile enterprise apps to transform business processes is providing value for enterprises and the vendors that supply them alike, transforming this relatively niche market into a widely adopted, mainstream IT proposition.

Mobile app management and development to drive overall growth of the EMM market

Mobile device management (MDM) has been the primary building block for EMM solutions, with many end users and commentators still likely to confuse the two terms. Of the seven technology components that Ovum defines as comprising the EMM market, MDM generated the most revenues in 2014 by some margin, and will continue to do so until 2016. However, MDM as a category is commoditizing. With MDM features essentially governed by what the mobile OS providers allow them to manage, EMM vendors can differentiate from each other less and less on MDM, and are turning instead to mobile application management (MAM) and mobile app development platforms (MADP) to provide added value to customers and drive their growth.

As enterprise mobility management strategies mature, enterprise IT departments are thinking less in terms of basic device management and security and more about how usage of these mobile devices can transform business processes. This inevitably drives them toward mobile app adoption. So while continuing demand will mean that overall MDM revenues will continue to grow until 2017 before tailing off, the fast-growing demand for mobile enterprise apps means that MAM and MADP will become the primary revenue generators for EMM vendors.

This move toward using mobility to transform business processes means that mobile content management (MCM) is also becoming a more important part of the EMM mix, as enterprises look for ways to help users share and collaborate on various types of content. Ovum forecasts that MCM will be the third most important component of the overall EMM market, behind MDM and MADP, by 2019.

There will also be significant growth in the network access control (NAC) and identity and access management (IAM) sectors, building on the need to secure data across the increasing number of devices that employees use for work. Telecoms expense management (TEM) revenues will also see some growth, although this already mature segment will remain steadier than the rest of the EMM market.


Further reading

Software Market Forecasts: Enterprise Mobility Management,IT0021-000093 (July 2014)

Enterprise mobility management software market expected to keep growing apace over the next five years, IT0021-000098(July 2014)

Ovum Decision Matrix: Selecting an Enterprise Mobility Management Solution, 2014–15, IT0021-000023 (September 2014)


Richard Absalom, Principal Analyst, Enterprise Mobility and Productivity Software

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