Australia's Transforming MDM Market Offers Growth and Significant Opportunities, says Frost & Sullivan

Healthcare and Education Sectors to Drive Uptake of MDM Solutions
Frost & Sullivan
2016-03-22 10:17 1916

SYDNEY, March 22, 2016 /PRNewswire/ -- New business models, coupled with innovation in mobile technology and the proliferation of smart devices, has brought about significant changes in the Mobile Device Management (MDM) market in Australia since 2000. New distribution channels and a changing competitive business landscape have also seen the market shift from being vendor-driven to channel-centric.

Sandeep Karuppuswamy, Industry Analyst, Australia & New Zealand, ICT Practice, Frost & Sullivan
Sandeep Karuppuswamy, Industry Analyst, Australia & New Zealand, ICT Practice, Frost & Sullivan

Frost & Sullivan's latest study, Australian Mobile Device Management Market (MDM) 2015 reports a 75 percent growth over 2013 to 2014, as a result of a large number of  medium and large scale deployments. A CAGR growth of 20 percent from 2014 to 2021 is forecast, with revenues expected to reach over $91 million dollars by 2021.

Audrey William, Head of Research, ICT Practice, Frost & Sullivan Australia & New Zealand says the MDM market is witnessing increased uptake of MDM solutions from under-penetrated verticals, such as healthcare and education. Additionally, as organisations increasingly leverage mobility and mobile-based work environments to drive productivity and agility, implementation of BYOD policies have surged. "These are key factors for growth and offer significant opportunities for vendors and channel partners in the MDM market," she explained.

Technological requirements for an efficient MDM are becoming complex and sophisticated, and demand is growing for complete solutions with end to end capabilities to handle applications and content management. Integration with productivity and collaboration applications to control access from a variety of locations and devices is pushing organisations to deliver a wide range of functionalities throughout their platform. This major shift in market preference is driving the growth of the Enterprise Mobility Market (EMM) in Australia.

Sandeep Karuppuswamy, Industry Analyst, ICT Practice, Frost & Sullivan, Australia & New Zealand ANZ, says "Currently, the main players in the Australian MDM market include AirWatch (VMware), MobileIron, Good Technology (Acquired by BlackBerry) and Citrix, with AirWatch being the dominant vendor. Other vendors such as IBM, Cisco, SAP etc. are also looking to increase their market share. Microsoft is poised to grow its market share in the MDM market in the next 18-24 months and given its strong foothold in the desktop applications market, its entry into the MDM market is expected to pose a serious threat; even to well-established vendors."

He added, "While there are new vendors entering the MDM market, acquisitions are also being used as a market entry strategy to the MDM/EMM market. Citrix, VMware and IBM have all made acquisitions to strengthen their portfolio and to grow their market presence in the MDM space. BlackBerry has acquired MDM vendor Good Technology, in a move to claw back market share lost over the years."

Frost & Sullivan expects that the broader EMM market will attract new players with different product and service capabilities, who will either attempt to take advantage of current market demands, or acquire or partner with the most advantageous vendor or service provider.

William concluded by saying, "As availability of solutions leveraging cloud computing and M2M technologies with the capabilities of fully integrated enterprise communications increases, demand for a single dashboard managing an array of devices, with solutions including a broader set of connected devices, such as smart home solutions, sensors and networks etc., will eventually transform the EMM market."

Frost & Sullivan's report, Australian Mobile Device Management Market (MDM) 2015, forms a part of the Frost & Sullivan Enterprise Communications Research program. All research services included in this subscription provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants. For media queries and more information please send an e-mail with your contact details to Donna Jeremiah, Corporate Communications, at

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Source: Frost & Sullivan
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