Glass Class - Why MAM Is Dead On Arrival


Glass Class - Why Mobile Application Management (MAM) Is Dead On Arrival 

Video Transcript

Hi everyone. Thanks for joining today's Glass Class. We're going to be talking about why mobile application management is DOA. My name is Rich Campagna and I'm Vice President of Products at Bitglass. 

For many organizations, mobile application management or MAM was built as kind of the future, the savior for mobility programs, specifically for BYOD and the enterprise. Solved a lot of structural challenges that mobile device management created when attempting to be used for BYOD types of programs in these organizations. Now that it's been in the market for a couple of years, we went back and took a look. In fact, we just completed a survey of about 2,500 individuals and what we found is that mobile application management has barely been adopted at all by these enterprises, despite the fact that there's been a tremendous amount of interest and a tremendous amount of problems. In fact, what we found is that MAM is currently is used in only nine percent of organizations. That's staggeringly low number given the amount of time it's been out there in the market.

Let's quickly break down the six or seven key reasons why mobile application management just isn't cutting it. First of all, privacy, specifically employee privacy. For a lot of folks, MDM didn't work because it took control over the device and it gave organization's visibility and control over the user’s personal data and applications. Unfortunately with MAM, the same MDM profiles are still required and a lot of that same underlying infrastructure causes that same privacy problems you had before.

Second, it's fragile. The way MAM works is by wrapping up applications in these post compiled wrappers that are meant to control the input/output into each of these applications. The challenge is that frequently breaks things. If an application is upgraded or updated, often times things will break and that causes end user support issues and overall bad user experience. 

Third piece is third party apps, especially apps like cloud applications or other apps you may find on the app store. Most of these applications either have licensing requirements that prohibit wrapping of the applications or just other issues in the application overall that prohibit these main frame works from operating. If you have something like Salesforce One, One Drive, Box use in your organization, none of the mobile apps can work with the mobile applications management framework. Of course responding to that, sort of the third party app sister so to speak, is native applications. Right, so these are the pre-built apps that come on the phone itself. Things like most notably mail, calendar or contacts and the web browser. None of these can be wrapped with MAM frameworks either. You have a combination of app store apps and built in apps that simply don't work with MAM.

Next one here is data control. So while an MAM framework can provide some control over the data that's on the device by encryption and the ability to selectively wipe corporate data, one of the big issues here has no bearing whatsoever on what's actually downloaded to the device. If I'm a doctor working for a hospital and I want to download a spreadsheet that has information on a 150,000 patients to my personal mobile device, I can go ahead and do that. Great little control over the visibility over that data.

The last piece is the deployment is incredibly complex. Typically six to eight steps for the user to onboard their device into the mobile application management platform. Still results in helped us cause a lot of breakages and operating system dependencies and the like. You add all these things up, it's very easy and clear to see why MAM has very low adoption, nine percent in the organization, and very little future in the enterprise. Thanks for joining today's Glass Class, my name is Rich, goodbye.