Page 11 - CCMWS - Cisco and Citrix Mobile Work Space

Supporting Notes

TAM across the Enterprise Mobility Stack.

• The main point here is that again if you just focus on BYOD you are missing out on a massive market around Desktop
Virtualization, Mobility Software such as Mobile Device Management, Mobile Application Management, Mobile Information
Management and Mobile Collaboration Management, plus of course Collaboration and all the associated services related to
everthing I have just mentioned.

• MDM is simply software that allows companies to lock-down, control, encrypt and enforce policies on mobile devices. The
original MDM solution was the one used with Blackberries. MDM is fine if you have a corporate-supplied phone as essentially
the phone is ‘owned and controlled’ by the company. It’s not so good if you are using your own personal phone as you don’t
want your company’s IT department to wipe your phone or enforce passwords and policies on your own phone. The
alternative? MAM

• Mobile Application Management is like MDM except is only applied to certain applications on your device instead of the entire
device. IT can then lock-down, secure and control their specific applications leaving everything else to the user. MAM software
is still developing hence the uptake is not as high as it should be given it’s create use.