MobileIron Promotional Content Depicts a Mobile First World

Perhaps Microsoft’s CEO was not far off when he articulated a new vision of a Mobile First Cloud First world back on March 27, 2014. This writer paid a visit to MobileIron’s website and found very similar themes running through a short promotional video exposed on the site, which provides an overview of the imperatives driving MobileIron solutions.

MobileIron offers a Mobile Device Management (MDM) solution. This MDM solution has been included in Gartner’s Magic Quadrant for MDM. Most recently, Tiernan Ray of Barrons reported on analyst comments about MobileIron, which were attributed to Karl Kierstead of Deutsche Bank. According to Ray’s report, the availability of MobileIron, together with Apple’s next release of iOS (iOS 8, rumored to make its debut in September of this year), spells trouble for BlackBerry, and may hasten the pace at which large organizations migrate out of Blackberry’s BES.

A number of posts to this blog have been concerned with BlackBerry’s BES and the enterprise market for MDM solutions.

Readers interested in important technology themes running through the marketing communications efforts of ISVs should make special note of how Nadella first articulated a number of themes now carried forward by Microsoft competitors. Microsoft is a recent entry to the MDM market place via its Enterprise Mobility Suite. Perhaps it makes sense for MobileIron to address the same themes in its video. If nothing else, the reverberations point to the credibility of the points Nadella made back in March of this year.

During its recent IO event for 2014, Google added further credibility to Nadella’s presentation during a segment speaking to productivity. The same claims Nadella made for Microsoft software, and its objective to empower its customers with the most efficient methods of attaining optimum productivity, were made for the Android platform.

The reverberations are not, in and of themselves, particularly important. What is important is how they affirm the relevance of these themes for consumer and business computing in 2014. “Mobile First, Cloud First World” is not only a sophisticated juxtaposition, in rhetoric, of images and the “world”. It should now be considered an accurate portrayal of how consumers and business users accomplish their computing tasks.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved


Microsoft’s Enterprise Mobility Suite Quickly Magnetizes Interest from Enterprise IT

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.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved