Mobile application management isn’t a cure-all for the
problem of controlling corporate assets on personal devices. Users will still
need a good deal of convincing and persuading -- or, if you prefer a gentler
During this week’s SearchCIO tweet jam on mobility, I got a
wakeup call regarding users’ trust (or lack thereof) in IT and the general lack
of knowledge around mobile
application management (MAM). We typically accept the fact that mobile
device management (MDM) won’t work for BYOD
because users won’t give IT permission to delete their personal apps and data.
What we don’t expect, however, is for that same resistance to exist around MAM.
When the issue of MDM and BYOD came up in the tweet chat, I posted what I thought was a generally accepted statement: “If IT can wipe corporate, containerized data and apps and leave personal stuff alone, users will consent.” That led to this conversation:
The mobile elite may see MAM (and, to a similar extent, mobile
virtualization/ dual-persona technology) as an easy way to separate corporate
and personal assets (and control over those assets) on the same device. But
some users will see it as a piece of software that YOU’RE installing on MY
phone that will give YOU control.
As MAM continues to make inroads -- remember, a lot of IT
even heard of it -- we must keep in mind that the technology alone will not
solve any problems. Organizations will need to prove to users -- through training,
demos, etc. -- that they have no desire to view or control their personal
content, and furthermore, that they couldn’t do it even if they wanted to.
Just like any other mobility initiative, without
user buy-in, MAM will fail.
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