Mobile device management is a fully commoditized market. In the strictest definition of MDM, the available functionality is limited to those application programmer interfaces that are made available by the operating system vendor (Google or Apple). There is very little that traditional MDM offerings can do to differentiate themselves from the other 100+ vendors in the market. This causes significant price pressure on the offerings. Value for MDM is rapidly approaching zero. As we have seen over the past year-and-a-half, core MDM component offerings have been continuously lowering their prices in an attempt to maintain market share. There is a transition by the major MDM players to expand well beyond the traditional "wipe," "lock," and "locate" concepts available to them into more advanced technologies such as content and collaboration systems, security components at the network and application layer, as well as partnerships and integrations with secondary market offerings. These features have value. MDM at its core does not.
I think it's about time someone came out and said it. Just like Dobby from the Harry Potter books, MDM should be free. I've been telling all of the vendors that I work with that if they don't put out their MDM offering in a freemium model very shortly, the other vendors will beat them to the punch. Traditional MDM offerings are a land grab for enterprise market share and should be used as an upsell or wedge into more advanced and differentiable offerings. I predict that in the next 6 to 9 months we will see most, if not all, of the leading MDM vendors giving away their core functionality.
There is a 14-dog race going on, with a goal to win the wallets of the enterprise for mobile security spend. When lined up in the starting blocks, the racers may all seem to have equal chances, but a few are better poised to cross the finish line first and bask in the glory of the winners' circle. Three of these technologies are the odds-on favorites to lead from start to finish, with the rest of the racers struggling to remain relevant.
Coming off the starting block with the "holeshot" are the mobile device management vendors. With huge engines of revenue, large customer counts, and first-mover advantage, this dog is the odds-on favorite to take the championship trophy. Mobile device management vendors are already expanding their technologies and products into security platforms to diversify their rapidly commoditized product offerings. The move is paying off for the biggest and toughest MDM participants in the race, giving them the early, and potentially insurmountable, lead.