It’s official: EMM is a big deal now.

A few days ago a colleague asked me what I thought was big in the enterprise mobility management space right now.

A few days ago a colleague asked me what I thought was big in the enterprise mobility management space right now. Thinking about the question, I realized that even though there are new trends coming up, it’s the whole “big picture” that’s impressive and important right now.

A year and a half ago, I wrote “It’s official! All MDM vendors are now also doing MAM. (Even BlackBerry!) Welcome to the new world of EMM.” Back then it I was often reporting on vendors adding new features, entering new product categories like mobile app management or file syncing, supporting new devices, and so on—in other words, it was a lot of checking features off a list.

But these days what we’re reporting is often on a much larger scale. Just look—right now, in the autumn of 2014, many important stories come to mind:

  • IBM acquired Fiberlink MaaS360, and more recently they announced a partnership with Apple to create enterprise apps.
  • VMware bought AirWatch, got serious about end user computing, and now has incredible momentum.
  • Dell entered the EMM space. So did CA.
  • Apple has put some serious work into the Volume Purchase Program and the Device Enrollment Program, on top of the usual iOS and OS X MDM improvements.
  • Microsoft is finally serious about enterprise mobility, with major improvements for Intune and the new Enterprise Mobility Suite on their way. And we even finally got Office for iOS! Windows Phone 8.1 has top-notch MDM features, too.
  • Android finally got serious about EMM with the Android Work features that are part of Android 5.0 Lollipop.
  • AirWatch is partnering with SAP and HP.
  • MobileIron is offering integration with SCCM.
  • This “big picture” stuff goes beyond vendors, too. At our TechTarget enterprise mobility management events, there’s no more need to sell the concept of EMM. Instead, often attendees have much more practical questions about strategy, tactical issues, and how to get started. And there’s plenty of talk about doing enterprise file sync and share.

If 2012 was the year we started talking about mobile app management, and 2013 was the year we started talking about enterprise mobility management, the enterprise mobility trend for 2014 is the collective weight of the all stories I mentioned above. It’s the combined “big picture” of major partnerships, advancements, and vendor entrances into the space. It’s official: EMM is a big deal now.

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