Microsoft® debuted its Enterprise Mobility Suite (EMS) in May of this year. During the Microsoft Q4 2014 Earnings Conference Call, Satya Nadella, CEO, referred to this product as a “high value service [running] on top of our base cloud infrastructure”.
Readers may want to take some time to read the white paper offered on the EMS website. Given Microsoft’s longstanding position as the preferred desktop computing vendor for enterprise IT, it is likely EMS, which provides a combination of what Nadella summed up as “identity management, device management and data security into one IT controlled plane and architecture.” will magnetize some significant interest from its targeted market. EMS is a SaaS offering.
According to Nadella and Microsoft CFO Amy Hood, this is the case. Both referred to rapid adoption of EMS. Microsoft stands to benefit in several ways should EMS ascend to a leader position for the market: Certainly, businesses standardizing on EMS will constitute strong prospects for Microsoft’s own mobile devices — Windows Phone and Surface computers. But, further, since EMS is built on three other strategic products from Microsoft’s cloud SaaS portfolio — Azure Active Directory Premium, Windows Intune, and Microsoft Azure Rights Management — sales of EMS will, necessarily, also include sales of each of these components of the overall solution, which will horizontally distribute the importance of this solution, potentially opening consumption by SMBs.
The burning need driving market appetite for a solution like EMS is not new. BYOD and what is referred to as the “consumerization of IT”, as a technology trend, has been going on for sometime, perhaps dating back to the debut of the first Apple iPhones. But a solution like EMS has not been available. Perhaps, one can argue, Blackberry’s Device Management (BDM) solution can be looked at as a possible competitor, but BDM neither includes a native version of the Active Directory component, nor anything like Microsoft Azure Rights Management. No, EMS looks to be very well positioned to be a revenue driver for Microsoft, going forward.
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