It’s official! All MDM vendors are now also doing MAM. (Even BlackBerry!) Welcome to EMM.

Yesterday Blackberry announced that they're going to offer dual-persona mobile application management for iOS and Android, in addition to their previous device-level management. With this, BlackBerry joins the other major enterprise mobility management vendors in offering both MDM and MAM.

Yesterday Blackberry announced that they’re going to offer dual-persona mobile application management for iOS and Android, in addition to their previous device-level management. With this, BlackBerry joins the other major enterprise mobility management vendors in offering both MDM and MAM. Today we’ll take a quick look at BlackBerry’s new product as well as this overall trend.

BlackBerry

According to the press release the new app management product includes apps for email, calendar, contacts, tasks, memos, secure browsing, and document editing. They also mention incorporating additional apps without modifying source code; we can assume that means app wrapping.

We’ve been hearing rumors this for a while now, but today is BlackBerry’s first official announcement about app management for iOS and Android. Also, BlackBerry didn’t build this on their own—fellow TechTarget writer James Furbush got word back in January that they’re white-labeling MAM software from OpenPeak.

This move shows that BlackBerry is continuing to pay attention to the iOS and Android management space. White-labeled or not, it will be good for them to have parity with the rest of the EMM field.

All these new app management features require the new BlackBerry Enterprise Service 10.  BlackBerry is offering a free upgrade, and all indications are that it’s far superior to the old version, BES 5. The only issue is that BES 10 doesn’t  support earlier BlackBerry devices, however it’s possible to have BES 10 use BES 5 as an intermediary to manage them.

Other vendors

BlackBerry isn’t the only MDM vendor to recently add or expand MAM efforts.

A few weeks before Zenprise was acquired by Citrix last December, Zenprise had announced a full mobile app management, expanding greatly on their earlier MAM products.

In early January, AirWatch added app wrapping to their lineup and announced that their suite of MAM tools would be available as a freestanding product.

Later in January, Fiberlink quietly added some new app management features to MaaS360. They’ve had a MAM SDK available for quite a while, but the recent update includes app wrapping and an email client, and their file syncing app added document editing capabilities. (That’s something that’s getting more popular, which is pretty cool.)

MDM + MAM = EMM

Now we can say that pretty much every enterprise mobility management vendor out there now has both device management and app management capabilities. For one thing, this means that the MDM versus MAM debate is no longer about one vendor versus another. (We can still have a debate about device management, but I’ll save that for another article.) This is also a sign that EMM field is reaching the next level of maturity.

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Just don't buy MDM+MAM = EMM. It's just an evolution towards EMM which will need much more data control. Also it's hard to tell one MAM from the other which means lot's of long POC work to understand the differences. Then I have to ask why am I going to modify/wrap apps, it's like MSI packaging all over again that adds cost. Sure I'll do it for a few apps, perhaps in-house, but third party ones where it's unclear about licensing, porting to in-house stores etc. is a f'ing mess.


The problem seems that too many people think infrastructure=EMM. IMO it's much better to focus on just the few apps that your users/clients really care about and use that budget to re-write the apps that matter and then determine MDM/MAM requirements and pick what's best or write your own controls into your application framework that is expanded over time to include more apps.


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Great sign of maturity across the BYOD landscape.  Aruba Networks has an event April 10 (j.mp/byodmam) that discusses their latest venture into this arena as well.  


I think the key here is that IT needs to deploy strategies that take a big picture view and capitalize on the opportunity to empower the workforce to use the devices they prefer.


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