Mobile management on the rise, but many companies still at risk

Basic device management is being sold as loss leader

There's a lot of confusion, disruption and even turbulence in the market for enterprise mobility management (EMM) software, which is used to manage smartphones and tablets and the data and apps running on them.

The EMM market is growing robustly eight years after the emergence of the first iPhone, with fewer than half of all U.S. workplace devices under management, according to a recent survey by analyst firm J. Gold Associates.

There are still dozens of small EMM vendors along with about 10 large ones, even after several consolidations in recent years. Among them were VMware's purchase of AirWatch in 2014, IBM's buying FiberLink and Citrix' acquisition of Zenprise in 2013.

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