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Maria Korolov

Companies Head for a Two-Phone BYOD World

Written by Maria Korolov
10/4/2012 28 comments
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Enterprises are rapidly heading for a two-platform smartphone world, similar to the two-platform PC world they currently occupy.

Some indicators: Record-breaking iPhone 5 preorders. IDC numbers showing that Apple and Android together control 85 percent of the smartphone market. Continued erosion of market share of the other competitors. Forget Microsoft; the big question now is whether Android or iOS will be preferred by business users.

Need more?

Earlier this week, comScore Inc. released August market share numbers showing that 52.6 percent of US smartphones were Androids; 34.6 ran Apple's iOS; and Microsoft fell from a 4.0 percent share in May to 3.6 percent in August.

Enterprises also can expect to see iOS numbers rise, given how the iPhone 5 broke sales records during its first weekend.

What’s behind these figures? The more users a platform has, the more apps and accessories will become available for that device, and the more useful it will be for businesses as well.

Last month, analyst Trip Chowdhry of Global Equities Research predicted that Apple and Android will have 98 percent of the market by the end of this year. The reason? None of the other smartphone contenders can boast the same level of adoption and the same volume of apps.

On September 13, antivirus vendor Trend Micro and Osterman Research announced a report showing that enterprises are getting on the iPhone and Android bandwagons, too. Business users were the one remaining hope for Windows and BlackBerry -- and it's clear that businesses, too, are losing faith: BlackBerry's market share among small and midsized businesses fell from 26.9 percent in 2011 to 19.8 percent this year. Windows dropped from 8.6 percent to 4.6 percent. In contrast, the iPhone rose from 9.9 percent to 13 percent. Android’s share rose from 13.1 percent to 20.2 percent.

Trend Micro also recently ranked the iPhone as having almost caught up to BlackBerry in terms of security, providing even more motivation for enterprises and government agencies to make the switch.

And a quick recap of the global August market share numbers from IDC, if you missed them:

  • Android and Apple iOS market share went up from 65.7 percent in the second quarter of 2011 to 85 percent in the second quarter of 2012.
  • BlackBerry’s market share dropped from 11.5 percent to 4.8 percent.
  • Nokia's Symbian dropped from 16.9 percent to 4.4 percent market share.
  • Windows gained only about 1 percent -- from 2.3 percent to 3 percent, despite a heavy marketing push and a deal with Nokia.

Vendors competing against Apple and Android are trying to sell their smartphones by marketing features such as battery life, or a prettier screen, or faster processors. These are nice ways to compare phones that run on the same platform -- to choose between Android phones, for example, or different generations of the iPhone. But you can't market a platform that way. What users want are apps.

Apple now has more than 700,000 apps in its App Store. Android has over 500,000 apps in its Google Play marketplace. Windows is a distant third, having reached 100,000 apps in June.

As the BYOD trend continues and consumer choices drive business adoption of smartphones, enterprises will have even more of a stake in Apple and Android platforms. And those firms that invest in custom app development don't want to find out that the platform they picked is a dead end, and that they have to migrate all their applications and re-train their users and their support staff.

So unless Microsoft is able to pull off an October surprise and come up with a compelling reason for companies -- and consumers -- to switch to their platform, that 98 percent prediction for iOS and Android will be more and more likely.

Related posts:

— Maria Korolov is president of Trombly International, an editorial services company that provides coverage of emerging technologies and markets. She has been a journalist for more than 20 years.

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Kim Davis
Thinkernetter
Friday October 12, 2012 12:26:08 PM
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Of course, it's not just a matter of confidential information.  Much of what we have here at IE is intended for publication, but we still need to secure things against, for example vandalism.

Maria Korolov
Thinkernetter
Wednesday October 10, 2012 9:54:06 PM
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That's the whole point about Mobile Device Management -- you can wipe the devices remotely, but only those parts that have corporate data on them. The rest of the device -- games, music, personal stuff -- remains intact. This is also useful when employees leave a company -- you don't want them to continue to have corporate stuff on their devices, but you don't want to delete their music collections, either.

Other BYOD policies are more limited. For example, a company can provide access to hosted, password-protected corporate email systems -- even if the device is stolen, the information is secure. 

Some companies are offering virtual desktops, where users can take their mobile devices and sign into a version of their regular corporate desktop. A full version, for laptop users, or a stripped down version for smartphones. Again, if the device is stolen, the corporate data is still protected.

The point is that there are lots of ways to have BYOD and have security, as well.

And, for some companies, this is a non-issue.

For example, if someone hacked into my company's work computers or email, there wouldn't be much confidential information there. In fact, if you wait a few weeks, everything we're working on will turn up in print somewhere or other, anyway. The level of security required depends on what, exactly, the employees are working on. 

Gragg
Rank: Cave Painter
Wednesday October 10, 2012 7:00:51 PM
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The downside to that is supporting all these external devices represents a support nightmare (or a best effort). What happens when the  user gets his personal phone infected and it has to be wiped? Are the users required to sign an agreement stating that they could lose their personal data on those devices in the event it has to be wiped for security reasons? It just sounds like a needless minefield that is being entered for no other reason than that of a few peopel who willfully violate acceptable use policies because they don't like the company provided devices. Corporations are risk averse by nature and I can't see a 65% uptake by large organizations...a lot of these shops are still running Windows XP because its stable and manageable. It just feels like so much hype and hyperbole to me...

Gragg
Rank: Cave Painter
Wednesday October 10, 2012 6:05:19 PM
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I don't disagree that end user have to some extent been bypassing  corporate IT and doing so in violation of acceptable use policies (in most cases). The problem as I see it is that this is being done at the peril of corporate data and overall network security. that and it needs to be managed to maintain the integrity of the network and its data. the reason that RIM was so successful was the management capabilities that it brought to the table. Anyone who seeks to replace them will need to bring something similar otherwise I fear we will start hearing about more than a missing laptop with sensitive data falling into the wrong hands...

Maria Korolov
Thinkernetter
Wednesday October 10, 2012 4:54:35 PM
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There are management tools available that work on any device that isolate corporate data, allow for remote wiping of just the corporate stuff, or allow secure remote access to corporate applications.

It's called Mobile Device Management (MDM) and there are a number of vendors offering it.

A recent survey shows that 65% of organizations plan to have BYOD by end of the year:

http://www.maas360.com/maasters/blog/mobilitymanagement/to-byod-or-not-to-byod-most-organizations-no-longer-question/

There are several reasons for this:

* Lower costs for companies -- employees typically already own their own devices (though some companies will help cover part or all of the cost)

* Increased employee satisfaction. Folks get to use the devices they already know and like.

* No need to carry two devices, one for work and one for personal use. 

Kim Davis
Thinkernetter
Wednesday October 10, 2012 4:10:41 PM
no ratings

That's interesting Gragg.  I thought we'd been witnessing the phenomenon of users bypassing enterprise IT, when it comes to configuring enterprise devices, as well as BYOD, but it seems you disagree?

Gragg
Rank: Cave Painter
Wednesday October 10, 2012 4:00:12 PM
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What end users like/what only carries the issue  so far...Whichever platform allows IT to manage its assets best will win and so far Apple hasn't been too inclined to allow anyone to manage its devices. Security of corporate data will win the day and the way to secure that data is to have device management in place for all devices  accessing network data.

As for teenagers, seldom do they influence corporate America unless of course its a new advertising campaign targeting them.

Mr. Roques
Researcher
Tuesday October 9, 2012 4:45:55 PM
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Would the Samsung Galaxy SIII/SII be where it is, without Android? (maybe with Windows OS). 

Do you think Windows would consider dropping their OS and switch to Android?

Kim Davis
Thinkernetter
Monday October 8, 2012 4:49:02 PM
no ratings

Absolutely right, Jabailo. They will merge ever more with out environments.

DavidSilversmith
Thinkernetter
Saturday October 6, 2012 10:59:40 AM
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I think your analysis is spot on.  For IT I don't think this is a bad thing.

Whether you are supporting internal staff or supporting external products (websites, SaaS, apps) the fewer the number of operating systems - the easier it is for IT.

IT benefits from innovation - like Apple out innovating Blackberry.  But after the initial innovation cycle, IT benefits from the weak fading away and the strong allowing ofr a period of standardization.

You can hate Windows, but imagine the world of IT if there were 8 operating systems competing for desktop ownership!

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