Analytics Missing from Mobile App Management
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