In a move that demonstrates Google’s willingness to embrace mobile-device heterogeneity in the larger context of a strategic mandate, Google today announced that it would bring improved mobile-device management (MDM) functionality to its Google Apps business customers.
No Extra Charge
On the Official Google Enterprise Blog, Hong Zhang, a Google software engineer, wrote:
“Starting today, comprehensive mobile device management is available at no extra charge to Google Apps for Business, Government and Education users. Organizations large and small can manage Android, iOS and Windows Mobile devices right from the Google Apps control panel, with no special hardware or software to manage.
In addition to our existing mobile management capabilities, IT administrators can now see a holistic overview of all mobile devices that are syncing with Google Apps, and revoke access to individual devices as needed.
Organizations can also now define mobile policies such as password requirements and roaming sync preferences on a granular basis by user group.
Also available today, administrators have the ability to gain insights into mobile productivity within their organizations, complete with trends and analytics.”
Google gradually has enhanced its MDM functionality for Google Apps. In the summer of 2010, the company announced several basic MDM controls for Google Apps, and today’s announcement adds to those capabilities.
Addressing the bring-your-own device (BYOD) phenomenon and the larger theme of consumerization of IT amid proliferating enterprise mobility, Google appears to be getting into the heterogeneous (not just Android) MDM space as a means of retaining current Google Apps business subscribers and attracting new ones.
Means Rather Than End
At least for now, Google is offering its MDM services at no charge to Google Apps business subscribers. That suggests Google sees MDM as a means of providing support for Google Apps rather than as a lucrative market in its own right. Google isn’t trying to crush standalone MDM vendors. Instead, its goal seems to be to preclude Microsoft, and perhaps even Apple, from making mobile inroads against Google Apps.
Of course, many VC-funded MDM vendors do see a lucrative market in what they do, and they might be concerned about Google’s encroachment on their turf. Officially, they’ll doubtless contend that Google is offering a limited range of MDM functionality exclusively on its Google Apps platform. They might also point out that Google, at least for now, isn’t offering support for RIM BlackBerry devices. On those counts, strictly speaking, they’d be right.
Nonetheless, many Google Apps subscribers might feel that the MDM services Google provides, even without further enhancements, are good enough for their purposes. If that happens, it will cut into the revenue and profitability of standalone MDM vendors.
Not Worrying About RIM
Those vendors will still have an MDM market beyond the Google Apps universe in which to play, but one wonders whether Microsoft, in defense of its expansive Office and Office 365 territory, might follow Google’s lead. Apple, which derives so much of its revenue from its iOS-based devices and comparatively little from Internet advertising or personal-productivity applications, would seem less inclined to embrace heterogeneous mobile-device management.
Finally, there’s the question of RIM. As mentioned above, Google has not indicated MDM support for RIM’s BlackBerry devices, whether of the legacy variety or the forthcoming BBX vintage. Larry Dignan at ZDNet thinks Google has jolted RIM’s MDM aspirations, but I think that’s an incidental rather than desired outcome. The sad fact is, I don’t think Google spends many cycles worrying about RIM.