Thursday, 03 September 2015 14:02

Mobility management software market set for growth explosion


The worldwide “niche” enterprise mobility management software market is set to grow fourfold in the next five years to US$10 billion.

That’s the prediction by global analyst firm Ovum which says that the opportunity for mobile enterprise apps to transform business processes is transforming the “relatively niche market” into a widely adopted, mainstream IT proposition.

While the report highlights the fact that EMM software is still a relatively niche part of the overall IT stack, Ovum says, however, that mobility has an impact on every kind of business and, as such, EMM software is “playing an increasingly important role in managing and securing apps and devices of all kinds.”

According to Ovum, this trend is an indication of why the market is set to grow at a significant CAGR of 29.5%, from a base of US$2.7 billion in 2014 to just under US$10 billion by 2019.

Ovum principal analyst and author of the report, Richard Absalom, says that while security concerns around bring your own device (BYOD) “have so far driven this still-immature market, the opportunity for mobile enterprise apps to transform business processes is transforming this relatively niche market into a widely adopted, mainstream IT proposition.”

“As enterprise mobility management strategies mature, enterprise IT departments think less in terms of basic device management and security and more about how usage of these mobile devices can transform business processes. This inevitably drives them toward mobile app adoption.”

Ovum reveals that mobile device management (MDM) has been the primary building block for EMM solutions.

Of the seven technology components that Ovum defines as comprising the EMM market, MDM generated the most revenues in 2014 “by some margin” and the analyst form says it will continue to do so until 2016.

But, Ovum observes that MDM as a category is commoditizing, and EMM vendors are turning instead to mobile app management (MAM) and mobile app development platforms (MADPs) to provide added value to customers and drive their own growth.

“It is these two segments that will be the primary drivers of growth in the EMM software market over the next four years,” Absalom says.

Ovum also reveals that North America has been the biggest geographic market for EMM software, but that demand for mobility is taking off everywhere and while North America will maintain the biggest share (39%) of the market by 2019, that share is shrinking – down from 56% in 2014.

In Europe, Ovum says demand there also means that the EMEA region will remain an important market, with a 35% share by 2019, while the opportunities for fastest growth are coming from Asia-Pacific (APAC) and Latin America (LATAM).

 “The continued high rates of BYOD behaviour in these regions is changing the way that people work, and businesses looking to manage that behavior are increasingly turning to EMM software,” Absalom observes.

“The APAC market is set to grow at a CAGR of over 50% and account for 19% of the overall market by 2019. LATAM will also see fast growth – almost 48% CAGR from 2014–19 – although it will remain by some distance the smallest regional market.”

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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