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The Mobile Application Management (MAM) Market

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Mobile application management (MAM) describes the collection of services and solutions used for provisioning and controlling employee access to applications on their mobile devices.

MAM solutions are ideal for businesses where employees use personal or company-issued mobile devices to access company resources.

See below to learn all about the state of the global MAM market:

MAM Market

The MAM market is a segment of the Enterprise Mobility Management (EMM) market that was worth $9.34 billion in 2020. The global MAM market segment is expected to maintain a Compound Annual Growth Rate (CAGR) of 30% by 2028.

The U.S. and North America control the majority of the global MAM market. Additionally, China and India are proving to be the fastest-growing countries in the Asia-Pacific market segment.

As part of the EMM market, MAM solutions are often used by enterprises and organizations in the following industries:

  • Banking, Financial Service, Insurance (BFSI)
  • Health care
  • Manufacturing
  • Retail and consumer goods
  • Energy and power
  • IT and Telecommunications

MAM Features

MAM solutions give IT administrators access and control to a mobile device’s application instead of the whole device. There are multiple ways applications can be controlled and managed on a remote mobile device.


Containerization, also known as app sandboxing, allows management to isolate one or more apps on a device. This ensures unauthorized data cannot enter or leave the isolated applications for security and privacy reasons.

This approach enables users to maintain a normal functioning mobile device, where work-specific apps are safe from tampering.

Device-level Management

Managing apps on a per-device basis uses the mobile device’s internal app control capabilities: creating work-dedicated personas and preventing applications from sharing data with each other or with third parties.

This type can be utilized by individual users to manage work-related apps on their phones, not only the IT team. iOS devices use Apple Business Manager (ABM) to control and access apps.

Internal App Store

Instead of using the Google Play Store or Apple’s App Store to install work-related applications, MAM solutions sometimes include an internal app store. The store only includes secure and pre-approved applications. 

Application Wrapping

This MAM approach is best used with dedicated company applications. Snippets of code would need to be added to the app, enabling it to connect directly to the company’s MAM software for control and management by the IT admins.

MAM Benefits

MAM solutions are essential for enterprises and organizations with a growing network of mobile devices with access to company resources and data.

Other MAM software benefits include:

  • Allows for the enforcement of privacy and security policies
  • Reduced the workload on IT teams
  • Improved app access flexibility and efficiency
  • Bring Your Own Device (BYOD) policies
  • Unified deployment of applications, policies, and updates

MAM Use Cases

MAM solutions can be used at various scales by companies in a wide variety of industries to manage their employees’ mobile devices.

Following are a couple of case studies highlighting the use of MAM solutions.

Smythson Of Bond Street

Smythson of Bond Street is a luxury brand of handcrafted leather bags, accessories, notebooks, home accessories, and high-end stationery. Based in the U.K. and founded in 1847, Smythson maintains a balance between its legacy and modern approach to running a business.

In 2020, Smythson aimed to replace its old hardware and upgrade to the latest version of Windows to facilitate a more structured and organized IT environment. However, when the pandemic hit and employees started working remotely, Smythson needed to accommodate for the change.

Working with the Microsoft Gold Partner, Compete366, it deployed Microsoft Intune, a cloud-based MAM and Mobile Device Management (MDM) solution.

“Using InTune, we have been able to make access to our systems a more self-service experience, and reduce our users’ reliance on IT support,” says Alex Oliveira, the Head of IT at Smythson.

“This allows us to focus on IT projects of strategic importance to the business.”

AAA Washington

AAA Washington provides round-the-clock emergency road service, travel, and insurance services. Its main goal is to make roads more hospitable and safe for drivers, passengers, cyclists, and pedestrians.

AAA Washington has a call center that allows its workers to quickly respond to calls to fix automobiles. But supporting all the mobile devices maintenance workers would need was costly and inefficient.

Working with SoftwareONE, AAA Washington combined its MDM and MAM needs into a single platform, allowing it to save IT staff time and allow employees to use their own devices for work.

“The entire process was much less about the technology than it was about people,” says Lori Reed, IT PMO Manager at AAA Washington

“It was about having a partner able to lead us and expedite a change that helps us to help our members. Because of the COVID-19 situation, this was an unexpected value-add that we realized very quickly, thanks to SoftwareONE.”

MAM Providers

A few of the leading players in the MAM market include:

  • IBM
  • Microsoft
  • Sophos
  • Pulse Secure
  • ManageEngine
  • Apperian
  • Ivanti
  • Citrix
  • Progress
  • BlackBerry

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