The smartphone and tablet marketing strategies of Apple and Google are having an enormous, disruptive impact on enterprise mobile device strategies, reports Ovum. Ovum says the two companies decisions to target solely consumers with their devices is reducing the role of the IT department, and handing control to employees, with the rise of the “bring your own device” (BYOD) phenomenon. This, in turn, is increasing the device data security and management challenges for organisations, and is driving a boom in mobile device management services. “Apple and Google’s marketing and product strategies for iPhone and Android are geared toward the consumer market, not the demanding enterprise market,” notes Richard Absalom, Ovum consumer impact IT analyst and author of the report, The BYOD Gap: Trends, Strategy, and the State of Mobile Device Management. This was in contrast to the past when enterprises have driven the adoption of the latest computing hardware, having been courted by device manufacturers and distributors for large volume orders. The huge popularity of iOS and Android devices in consumer markets means enterprises are now having to respond to employee demand to use devices that the enterprise has no control over, to access corporate data and applications, says Absalom. “This is shifting enterprises away from the traditional model of IT department control and forcing them to plug the gap with a BYOD strategy. With Apple and Android driving the BYOD trend, the individual employee will become an increasingly important primary device channel into the enterprise.” According to the report, the BYOD trend among enterprises is here to stay for as long as Apple and Google maintain their current market strategies. “The constant stream of new mobile devices pushed to consumers means that BYOD is here to stay, at least in the medium term. Consumers are willing and able to replace their mobile phone or tablet at a quicker rate then their employer can afford to, and they expect to be able to use their latest gadget to improve productivity in the workplace,” notes Absalom.
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