TechTarget Insights

Apr 30 2018   7:16PM GMT

What TechTarget Research is Seeing – Enterprise Mobility Management (EMM)

Jonathan Brown Jonathan Brown Profile: Jonathan Brown


The Deal ScoreCard on Enterprise Mobility Management is a comprehensive report of a complex market – representing over 300 transactions completed or initiated during the 6 months leading up to January 2018.  The report was published in March 2018.  Another is scheduled for publication in June 2018.  A list of vendors that chart in the report can be found at the end of this post.

Security has always been a top concern, but “Ensuring privacy with work and personal / employee data’”is on the increase as an EMM project motivation – especially later in the buy cycle.

End User Privacy is increasing as a reason to buy EMM.

Some of this is due to GDPR which goes into effect in May.  Since a lot of the transactions included purchases made at calendar year end for implementation next year, it’s logical that data privacy interest rose during the period.  We will monitor to see if this new found concern for data privacy holds up post-regulatory deadline.

Important for Marketers – Facts about EMM Buyer Types

33% First Time Purchase – 1 in 3 sales we monitored was going to organizations and buyers that had no existing EMM products in place.  These buyers consume significantly more research (white papers early on, research papers & webcasts and product literature later,) than their more experienced counterparts.  This group is also very interested in pricing, especially early on in their research.  This group is likely to respond to marketing efforts.

15% Adding a new or secondary vendors – This group is buying defensively, already having a solution in place, but looking is either looking for additional features / functionality or a secondary vendor “to keep the primary vendor honest”.  We see the latter behavior often in more mature markets (servers, storage) where products are more interchangeable.  This group is likely to respond to marketing efforts and have a shorter duration sales cycle.

Deal ScoreCard shows how much of your market is available for marketing contribution to pipeline.

41% Additional purchase with primary existing vendor – this group is simply setting out to buy more of whatever solution they currently have in place.  Sometimes this is concurrent with an upgrade.  This group of buyers is least likely to respond to marketing efforts.  Interestingly, quite a few buyers that start on this journey do end up switching vendors.  In EMM, MobileIron customers were the least likely to switch to alternatives.  Citrix, Blackberry, IBM MaaS 360 and even VMware AirWatch didn’t do as well as that.  See the chart below “Effectiveness with your Install Base” for a snippet of how a sampling of EMM vendors covered in Deal ScoreCard are faring with existing customer upgrades.

11% Switching Vendors – this group, which we refer to internally as ‘burn victims’ (no offense to actual victims of fire, please) are switching from one vendor to another.  They’ve either experienced pain with their existing vendor or have become susceptible to hope for a better future.  This group is knowledgeable, experienced, and generally less price sensitive than first time buyers.


Bonus Chart:  Repeat business is critical to most EMM software vendors, but outcomes are not equal for all vendors on this important metric.

Which Vendors are Covered in Deal ScoreCard Enterprise Mobility Management?

  • Apperian
  • BlackBerry
  • CA Technologies
  • Centrify
  • Cisco Meraki
  • Citrix
  • Dell EMC
  • IBM
  • Ivanti
  • Microsoft
  • MobileIron
  • SAP
  • Sophos
  • SOTI
  • Symantec
  • VMware

If you’d like to learn more about Deal ScoreCard, please visit the TechTarget Research homepage at


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