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Analytics Missing from Mobile App Management

Sarah Thomas
7/24/2013

Analytics are one of the biggest drivers of the burgeoning mobile application management (MAM) space, according to a new Heavy Reading Insider report.

First came the devices -- thanks to the unstoppable BYOD device trend -- and now, here come the apps. About 65 percent of employees use mobile apps at work causing enterprises to grapple with how to secure, manage and monetize the apps, both their own and the ones their employees bring to the job. While the bulk of their spending is going to securing the apps today, the ability to view all types of analytics on them is the strongest driver for MAM today.

A new Heavy Reading Insider report, Mobile App Management Adds Better Control for Enterprise, finds that many enterprises still don't have analytics capabilities, yet they want to know how apps perform, why they crash and how they help the bottom line.

"In order for companies to stay competitive they must be able to leverage analytics to run smarter," Heavy Reading analyst Denise Culver writes in the report. By simply knowing who is using apps, where and how, enterprises can decide where to invest, what to improve and what to give up on -- all important considerations since making money on apps is another primary driver of MAM.

This presents a solid opportunity for MAM vendors, which include traditional mobile device management (MDM) vendors like Tango, Good Technology and Antenna Software, and wireless operators like Verizon Wireless, AT&T and T-Mobile to provide the analytics engines for MAM. Most are still coming to grips with their own internal analytics systems, but are finding that there's also big business in extending that app insight to their customer base. (See T-Mobile Adds More MDM to its Business Case, AT&T Intros Device Managment in the Cloud for Small Biz and Verizon Gets Personal with Mobile Management.)

"Monitoring of real end-users' mobile application experience will pick up speed because there is tremendous interest in monitoring from the point of consumption," Culver says. "The rapid introduction of apps will drive the need for more agile methods to discover, provision, distribute, verify, update, report and decommission apps much faster and on a much larger scale than before." — Sarah Reedy, Senior Editor, Light Reading

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App47
App47
7/25/2013 | 8:56:04 PM
re: Analytics Missing from Mobile App Management
The listing of MDM vendors as MAM providers is more than troublesome. Here's another example of why we have to continue insisting that MAM is not an MDM bolt-on -- an emerging and erroneous perception! Google mobile application management and you'll find MAM vendors, not MDM's who say they do MAM. MDM providers are waking up to how well MAM works, but instead of actually building strong platforms, they're pumping up PR budgets to push a pale imitation of MAM, claiming it needs analytics, etc. Check the real MAM vendors and you see it's already there. Savvy customers already know about it and aren't being fooled. they choose MDM for "device" management and MAM's for "app" management -- a combo strategy that makes sense.
Sarah Thomas
Sarah Thomas
7/25/2013 | 6:15:02 PM
re: Analytics Missing from Mobile App Management
Some like AT&T already offer this as part of their MDM/MAM services, usually with a partner. They have info on any app used over their networks, which could be valuable in understanding usage. It's certainly not a unique opportunity to them though. I agree that software providers like Google would have a good in too.
MordyK
MordyK
7/25/2013 | 4:18:34 PM
re: Analytics Missing from Mobile App Management
How is a carrier supposed to provide analytics on the performance and usage of the app that's not networked related? As you know I strongly believe that the carriers have a tremendous opportunity of doing interesting things on the network side but the device is largely out of their domain especially since the CarrierIQ issue, so I would think that this is more of an opportunity for the OS providers aka Apple & Google.
Sarah Thomas
Sarah Thomas
7/25/2013 | 4:05:10 PM
re: Analytics Missing from Mobile App Management
Another interesting thing about this sector is Denise said to expect a lot more M&A. For their part, wireless operators are mainly just partnering here, but there's been a lot of vendor M&A already as the market is getting defined: Good Technology acquired AppCentral in October 2012. Also in October, Veracode acquired Marvin Mobile Security. In August 2012, Kony Solutions bought Sky Technologies. Symantec acquired Nukona in March 2012.
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