If I were more of a betting man one of two things would be likely: I'd have better luck at the Melbourne Cup; and I'd put small sums of money that most of that most of us really haven't backed Microsoft's EMS (formerly known as Enterprise Mobility Suite, now rebranded as Enterprise Mobility + Security) into our sales motions.
Given that enterprise mobility can be a complex area with mobile Device Management (MDM), Mobile Application Management (MAM), Identity, and user experience all competing for focus and solutions, it's no surprise that it's ended up in our "too hard" buckets.
Truth be told, we've been a little slow to get behind this motion though, the Microsoft EMS platform is very powerful and relatively simple for us to help implement for our customers. With the rebrand to Enterprise Mobility + Security, Microsoft has really helped position this motion for us in a way that we can all profit from.
The key is calling out Security as a key component to the motion. In every recent Cloud or IT study I’ve seen (including the 451 research I’ve been calling out in recently), Security is at or near the top of the lists of organizational priorities for pretty much every shape and size organization out there. And while EMS does have MDM capabilities it is really designed to be a foundation to much more than device management helping partners solve the ID, application, and most importantly lay a great foundation for security all in one service.
The security pieces have always been there, but the focus on security is a major enhancement. Here’s a diagram of the ID and Security features that we can build services around.
In the session I sat in on for EMS at WPC, there were four partners who do offer EMS based services and as per this group the MDM component is really worth about $1/user/month while the services they've launched around EMS to deliver orders of magnitude more to their bottom lines.
The numbers all show that the Cloud market is only going to get a lot bigger as it hits the mainstream full on. I would content that the key to a great Cloud customer strategy will include a great foundation for security, management and identity. Lucky for us EMS can play a big role in building that foundation.
By, Boughty Canton, VP Products & Services, rhipe Solutions