Page 10 - Telecom Reseller August-September 2015

10 Telecom Reseller
August/September 2015
Ovum sees
KNIGHT
continued from page 3
Avaya Positioned as a Leader in the
Gartner Magic Quadrant for Uniied
Communications continued from enterprise mobility
page 6....
management
beginning, worklow solutions weren’t really equipped with the next best action to take,
about people, but more about trying to achieve troubleshooting questions to ask, or sales
channel partners have experience delivering
software market
system-to-system integration. he initial goal suggestions to make based on the path the
UC to a broad range of enterprise types and
was to avoid the “swivel chair approach” that conversation is taking.
into most geographic regions. “he ultimate
nearly quadrupling
would force system users to lip from one screen Hence, modern worklow tools make it
goal of any uniied communications and to another. here was minimal opportunity
easier for agents to act like real people, while
collaboration technology implementation is in four years
for users to think outside of the box and adjust also reducing the amount of training required.
improved business outcomes. hat’s why Avaya to various customer scenarios with ease. As
Agents are not only well informed and more
has chosen to focus on Engagement, which
a result, the agent’s conversation with the helpful, but most importantly, they’re able to
takes collaboration beyond an activity to drive customer oten sounded scripted and unnatural treat the customer as a fellow human being and
success for the business, team and end user.
According to Ovum’s latest market size
– resulting in an unmemorable, cookie-cutter create a memorable experience for all the right
We believe that our open mobile engagement and forecast report on enterprise mobility customer interaction at best and, at worst, reasons.
platform is designed from the ground up for management (EMM) sotware, the global EMM causing considerable customer frustration.
he guided approach to customer interactions
mobility, lexibility and reliability to support the sotware market will grow nearly fourfold by 2019.
he best of today’s guided worklow tools not only results in more natural conversation,
way people and businesses work today. Avaya Principal Analyst Richard Absalom, the author have evolved to not only fully integrate
but can also help to diferentiate your business
engineers 21st Century business communications of the report, said, “While security concerns with other systems, but also to treat people
from the competition. It’s the irony of the
with engagement beneits that are in any of our around bring your own device (BYOD) have
– customers and agents – like people. hat modern times we live in.
deployment options from on-site installations so far driven this still-immature market, the means they not only work in ways that address We may live in the digital age, but now more
through private, hybrid or public cloud.” Gary E. opportunity for mobile enterprise apps to customer needs by providing necessary than ever, the one thing that will set a company
Barnett, senior CP & GM, Engagement Solutions, transform business processes is transforming this information, but also in the way agents access apart is its ability to deliver service with a
Avaya n
relatively niche market into a widely adopted, the system. Via screen prompts, agents are
human touch. n
mainstream IT proposition.”
he report highlights the fact that EMM
sotware is still a relatively niche part of the
overall IT stack. However, mobility has an impact
on every kind of business and as such EMM
sotware is playing an increasingly important role
in managing and securing apps and devices of
all kinds. his trend is an indication of why the
market is set to grow at a signiicant CAGR of
29.5%, from a base of US$2.7bn in 2014 to just
under US$10bn by 2019.
According to Absalom, “As enterprise mobility
management strategies mature, enterprise IT 吀栀攀 儀堀 氀椀渀攀 椀猀 挀漀洀瀀愀挀琀⸀
departments think less in terms of basic device 洀漀搀甀氀愀爀 愀渀搀 椀渀挀氀甀搀攀猀 猀攀瘀攀渀
management and security and more about how 搀攀瘀椀挀攀猀 琀栀愀琀 挀愀渀 戀攀 挀漀洀戀椀渀攀搀
usage of these mobile devices can transform
business processes. his inevitably drives them 琀漀 挀爀攀愀琀攀 愀 瘀愀爀椀攀琀礀 漀昀 猀漀氀甀琀椀漀渀猀⸀
toward mobile app adoption.”
Mobile device management (MDM) has been
the primary building block for EMM solutions:
of the seven technology components that Ovum 䌀漀猀琀 䔀昀昀攀挀琀椀瘀攀
deines as comprising the EMM market, MDM 䘀漀爀 匀䴀䈀猀Ⰰ 䔀瀀礀最椀 搀攀瘀椀挀攀猀 昀攀愀琀甀爀攀
generated the most revenues in 2014 by some 爀漀甀琀椀渀最 昀甀渀挀琀椀漀渀猀Ⰰ 嘀倀一 愀渀搀
戀
margin and will continue to do so until 2016.
However, MDM as a category is commoditizing 匀䤀倀 䤀䐀匀 瀀爀漀瘀椀搀椀渀最 洀愀砀椀洀甀洀
and EMM vendors are turning instead to mobile 瀀爀漀琀攀挀琀椀漀渀⸀
app management (MAM) and mobile app 刀漀甀琀椀渀最 䘀甀渀挀琀椀漀渀猀
development platforms (MADPs) to provide
added value to customers and drive their own
growth. It is these two segments that will be the 䄀甀琀漀挀漀渀昀椀最甀爀攀猀 眀椀琀栀 洀漀猀琀 匀䤀倀
primary drivers of growth in the EMM sotware 伀瀀琀椀漀渀
market over the next four years.
攀渀搀瀀漀椀渀琀猀 愀渀搀 瘀攀渀搀漀爀猀Ⰰ 眀栀椀氀攀
North America has been the biggest geographic 猀琀椀氀氀 愀氀氀漀眀椀渀最 昀漀爀 挀漀洀瀀氀攀砀
market for EMM sotware. However, demand
猀挀攀渀愀爀椀漀猀 猀甀挀栀 愀猀 洀甀氀琀椀猀椀琀攀 愀渀搀
for mobility is taking of everywhere and while
North America will maintain the biggest share 愀搀瘀愀渀挀攀搀 挀愀氀氀 爀漀甀琀椀渀最⸀
(39%) of the market by 2019, that share is
shrinking – down from 56% in 2014. Demand
in Europe also means that the EMEA region will
remain an important market, with a 35% share
by 2019. he opportunities for fastest growth
are coming from Asia-Paciic (APAC) and Latin
America (LATAM).
“he continued high rates of BYOD behavior
in these regions is changing the way that people
work, and businesses looking to manage that
behavior are increasingly turning to EMM
sotware. he APAC market is set to grow at a
CAGR of over 50% and account for 19% of the
overall market by 2019. LATAM will also see
fast growth – almost 48% CAGR from 2014–19
– although it will remain by some distance the
smallest regional market,” concluded Absalom.
More at www.ovum.com n

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