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(Bada$$ Mobile Strategy)

Table of Contents

3 Introduction 4 What is Mobile Device Management? 5 What is Mobile Application Management? 6 Why Should You Use Both MDM and MAM? 7 MAM Lifecycle
Deploy Manage Analyze

10 Bring Your Own Device (BYOD) 11 MAM for Better Configuration Management 12 Conclusion

Introduc ti on
Mobile device management (MDM) and mobile application management (MAM) are often confused with each other, and sometimes even viewed as one and the same. Instead, think of them not as one person or identical twins, but rather as siblings. In this eBook, we will look at the differences between the two to develop a better understanding of how to use them together. We will also dig deeper into MAM so you can better manage enterprise mobile apps as they become increasingly important to your business. We will look at the MAM lifecycle, a critical IT issue, and how better app configuration can benefit your company.


WHat is MObiLE DEVicE MaNaGEmENt (MDM)?

Operations Oversee the status and
health of the various systems used by the devices, from email to apps.

Help Desk System for resolving

trouble tickets. MDM features built into smartphone operating systems are not adequate for enterprise-level use: they dont provide the comprehensive oversight you need and are proprietary, so you cant use them across platforms. Therefore, the additional MDM tools you need (some of which are mentioned above) include: 1. Asset and physical location tracking 2. Security and application 3. Voice and data usage management 4. Mobile customer support

Mobile device management is a wide-ranging practice that includes:

Inventory How many devices are

being used and by who? Where are the devices?

Security Anti-malware and antivirus and tools, authentication, and encryption to keep information safe.

Wireless Expenses Active

management of wireless carrier expenses and inter-departmental chargebacks.

WHat is MObiLE APPLicatiON MaNaGEmENt (MAM)?

Mobile application management focuses on the applications loaded onto mobile devicesthe software, and the ability to add, remove, or update them in an organized way. It includes the strategy and process around developing, distributing, updating, configuring and removing business apps from mobile devices used by employees. Here are examples of MAM:

Your company has a set of

ap proved apps they want their employees to use to increase productivity, and want them to be easily accessible via their own branded app store.

You switch from a Blackberry

to an Android, and all business apps are moved from one to the other.

You leave a company where

you used your own device, and the company removes just their apps.

You develop a business app

to help employees be more efficient in the field, and need to know if the app is being utilized and hitting ROI targets.

A popular business app is

updated with new features, and the update is handled remotelyno need to download the new version.



Arguments have been made that mobile device management is not necessary as companies increasingly focus on mobile appsbut that argument is a little short-sighted. Both are necessary, because there are so many factors in enterprise mobility to consider.
Multiple operating systems Industry and government

compliance and regulations

Department specifications Security and encryption Personal data Cloud storage and hosting

These factors link the devices to the apps and vice versa. To manage one, you must manage the other. To make it easier on your IT department though, the apps management can be embedded in the app itself when it is developed. That way, it will be configured properly, updated remotely (so employees dont have to download new versions), and removed remotely when it is no longer useful.


From managing your network, to troubleshooting hardware and software issues, to overseeing desktop and mobile apps, IT departments have full plates. Depending on a single, cloud-based solution will greatly improve your app. Lets take a look at the MAM lifecycle (illustrated left) to better understand that solution.

D e ploy Phase
When you release your app to your employees, have a process in place to keep it where it belongswithin your company!

Provisioning Understand what

resources you need to support the app when it is released, such as a user guide and technical support.


Configuration Make sure the

app adheres to department and company requirements and policies.

Enterprise App Store Set up

your internal app store with a clean, straightforward design, so finding and downloading apps is a snap.

Authentication In order to
control who can access the app, have a mechanism in place that ensures only the people who need the app can download it.

Manag e Phase
Quality The app is only as good
as its coding. Bugs will inevitably pop up, so make sure developers are available to address issues quickly.

IT departments have full

plates. Depending on a single, cloud-based solution will greatly improve your app.
Updates When an app gets updated, you cant rely on busy employees to download the update. Be sure you can update the app remotely.

Performance Uploading and

downloading speeds and navigability will directly impact how well your app operates. Again, keep your developers on speed dial should any performance issues arise.

Con figuration As the app

evolves and is used by more or fewer people, be sure it can be remotely configured to address those changes in use, and have the ability to add or improve features throughout the app.


Security Because your app is for

internal use and not a commercial product, careful measures must be taken to encrypt dataespecially if a device it resides on is lost or stolen.

Usage Look at how many users you

have or plan to have, how they will use the app, how often they will use it, where are they using it, and when.

Revenue Examine the apps direct

or indirect impact on your companys revenue, whether your app focuses on business development, marketing, sales, or operations.

Fault As with all important

business systems and applications, knowing you have an issue before your customer experiences a problem is critical in enumerable ways: from keeping a loyal customer base to lowering operational costs. Having the ability to manage fault is key to a successful app.

Trends Study internal trends such

as patterns of use, and external trends such as usability, design, features, and benefits that are popular.

Logs Its no secret that at some

point your mobile app will crash, just ask Apple. Accessing the log data for your mobile app will yield valuable insight to help address bugs before pushing to production, or analyze crash logs to know exactly what happened at the time of the crashand more importantly what led to the crash.

A n alyze P hase
You need to have a firm understanding of your current or potential apps usefulness.



Whether your company issues smart phones or tablets to employees or allows employees to use their own, personal data and apps will intermingle with business data and apps. Because of this, IT commonly views mobile devices as being jointly owned between the company and user. If your company allows employees to bring their own devices, it is incredibly important that IT be able to manage all of your companys apps on those devices. This will allow them to manage updates, track usage, and provide reports that analyze the impact the app is having on your company, from increased productivity and revenue, to reduced time it takes to do perform routine and scheduled tasks. When an employee leaves the company, or if a device is lost or stolen, the app and its data can be removed from the device.




As we have discussed, there is one thing you can depend on when it comes to anything mobile: constant change. Because of this, configuration management can get tricky. Unlike updates to desktop applications, which you can push out to everyone on your network, you cant force your employees to update their apps. You can remind them a million times, but they could be too busy or like the current version too much, even if it has gaping security holes to be bothered to download the new version and replace the old one. A better approach to configuration management begins with the app itself. When they are being developed, you can code the app for specific variables and thus allow remote updates. Those variables can include device model, operating system, user location, department, team, etc. This approach gives you a remarkable level of customization and control.

You cant force your

employees to update their Apps. You can remind them a million times, but they could be too busy.
The added benefits? You can drive an apps acceptance and usage and thus increase its return on investment.



Application Intelligence for the Mobile Enterprise

At App47, we believe the true value of mobility optimizes the mobile user experience. We offer the only Mobile Application Management (MAM) solution that gives you complete control of the entire mobile app lifecycle so you can realize the real value of your mobile investment. The cloud-based, enterprise-grade MAM solution provided by App47 arms IT with a single command center to deploy, manage and analyze their critical mobile apps. The instrumentation sits inside the application looking out, rather than on a device looking in. This powerful perspective is what creates a complete picture of your organizations mobile application landscape.

MAM is more than an enterprise app store or a way to get apps on employee and customer devices; its an unprecedented end-to-end mobile app lifecycle solution.

To learn more, contact us today.