Media Tablets and Beyond: The Impact of Mobile Devices on ...

G00230267
<strong>Media</strong> <strong>Tablets</strong> <strong>and</strong> <strong>Beyond</strong>: <strong>The</strong> <strong>Impact</strong> <strong>of</strong>
<strong>Mobile</strong> <strong>Devices</strong> on Enterprise Management
Published: 30 January 2012
Analyst(s): Ken Dulaney
This research assesses the impact <strong>of</strong> the tremendous growth in media
tablets (see Note 1) <strong>and</strong> other "<strong>of</strong>f desktop" form factors on enterprise IT
management best practices. Fundamental changes are afoot that will
radically change many <strong>of</strong> the long-held approaches toward the
management <strong>of</strong> client-side devices.
<strong>Impact</strong>s
■
Users' increasing attraction to unsupported electronic tools will push IT organizations to <strong>of</strong>fer
new types <strong>of</strong> support.
■
■
■
■
■
Supporting upper management's interest in tablets will gain the IT organization an ally that can
help with the creation <strong>of</strong> best practices for tablet support <strong>and</strong> with the further investigation <strong>of</strong>
new uses for tablets.
Proliferating media tablet devices with relatively short life spans will increase organizations'
support <strong>and</strong> capital expenditures.
New application platforms <strong>and</strong> application delivery methods will require the IT organization to
respond with new device management approaches.
<strong>The</strong> emergence <strong>of</strong> hybrid form factors (trend) will stress IT support <strong>and</strong> force consideration <strong>of</strong>
new approaches to device allocation, such as bring your own device (BYOD).
<strong>The</strong> emergence <strong>of</strong> a heterogeneous environment will transform the IT organization's
relationships with vendors.
Recommendations
■
Adopt a broader set <strong>of</strong> multiplatform applications <strong>and</strong> tools to address the constant change in
user media tablet preferences.
■
Consider a BYOD program to <strong>of</strong>fer user choice <strong>and</strong> flexibility while helping control technology
expenditures per employee.

■
■
Consider an application strategy that involves a greater use <strong>of</strong> browsers <strong>and</strong> emerging HTML5
technology, but recognize that native applications may still be needed.
Establish a managed diversity program to accommodate the needs <strong>of</strong> a diverse <strong>and</strong>
empowered user population <strong>and</strong> to mitigate the support burden <strong>of</strong> an inevitably heterogeneous
environment.
Analysis
With the introduction <strong>of</strong> the iPad, media tablets emerged from more than 20 years <strong>of</strong> obscurity <strong>and</strong>
have grown to become a prominent device category. <strong>The</strong> consumer nature <strong>of</strong> media tablets
supplied by vendors whose first priority is not the enterprise has forced IT to re-examine how it
manages the portfolio <strong>of</strong> devices it supplies to end users. Several key media tablet impacts lead to
specific recommendations for IT.
Figure 1. <strong>Impact</strong>s <strong>and</strong> Top Recommendations for <strong>Tablets</strong> <strong>and</strong> Other <strong>Mobile</strong> <strong>Devices</strong>
<strong>Impact</strong>s
Users’ increasing attraction to
unsupported electronic tools
will lead IT organizations to
<strong>of</strong>fer new types <strong>of</strong> support.
Top Recommendations
• Reassess security models to
accommodate greater user choice.
• Consider new application delivery <strong>and</strong>
mobile device management tools to avoid
constant application <strong>and</strong> management
tool upgrades.
• Consider BYOD programs.
Upper management’s interest
in media tablets has created a
valuable ally for the IT
organization seeking to
develop best practices.
• A managed diversity program is needed.
• Provide tablet computers to upper
management to increase awareness.
• Implement board books on tablets.
• Meet with management to learn <strong>of</strong> its
knowledge <strong>of</strong> emerging products.
Proliferating media tablet
devices with relatively short
life spans will increase
organizations’ support <strong>and</strong>
capital expenditures.
• Implement managed diversity principles
to mitigate the strain on support staff.
• Move to a BYOD approach to cap capital
outlays per end user.
Source: Gartner (January 2012)
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<strong>Impact</strong>: Users' Increasing Attraction to Unsupported Electronic Tools Will Push IT
Organizations to Offer New Types <strong>of</strong> Support
Today, users have broad access to inexpensive yet powerful mobile consumer devices with strong
capabilities to interact with enterprise systems. Users <strong>of</strong> such products are more technically savvy
than ever, <strong>and</strong> are more capable <strong>of</strong> working around IT controls to use these devices in a business
context when they believe the electronic tools provided by IT are insufficient. That said, end users
want to cooperate with IT <strong>and</strong> desire formal support. When the use <strong>of</strong> such tools was limited to the
executive suite, special considerations were granted; however, now the trend is pervasive <strong>and</strong> IT
organizations must respond by providing some support, <strong>and</strong> many are beginning to do so. <strong>The</strong>
challenge is that the normal best practices for the Windows desktop/notebook don't apply because
smartphones <strong>and</strong> media tablets do not act like the traditional Windows-based products <strong>and</strong> drive
new support requirements (e.g., iCloud synchronization). New ideas are needed, <strong>and</strong> changes in the
management <strong>of</strong> end-user technology are needed. <strong>The</strong> status quo is not an option.
Recommendations:
■
■
■
■
■
Reassess security models to accommodate greater user choice. New tools to better detect <strong>and</strong>
classify the type <strong>of</strong> device wanting access may be required. Security may be overengineered in
some cases. Security may need to be more context-driven, versus unified.
Consider new application delivery <strong>and</strong> mobile device management tools to avoid constant
application <strong>and</strong> management tool upgrades. It is important to adopt approaches that are
flexible <strong>and</strong> can adapt to the constantly changing device preferences <strong>of</strong> end users.
Most enterprises will likely need to adopt a layered approach that extends from loose
management via written guidelines through tightly managed mobile environments depending on
the end user constituency <strong>and</strong> related legal compliance <strong>and</strong> security risks.
Consider where <strong>and</strong> how to apply BYOD programs. To enable users to adopt what works best
for them, while not burdening IT with excessive costs <strong>and</strong> support for device churn, individual
ownership may be an optimal approach.
A managed diversity program needs to be enacted. Gartner's foundational matrix approach to
device support is key to managing the new world <strong>of</strong> increased device options for end users.
<strong>Impact</strong>: Supporting Upper Management's Interest in <strong>Tablets</strong> Will Gain the IT
Organization an Ally That Can Help With the Creation <strong>of</strong> Best Practices for Tablet
Support <strong>and</strong> With the Further Investigation <strong>of</strong> New Uses for <strong>Tablets</strong>
Upper management has shown keen interest in media tablets. We have seen many examples <strong>of</strong> IT
providing media tablets to the executive suite, sometimes as a goodwill gesture, but more <strong>of</strong>ten
because upper management believes that the lightweight, instant-on, user-friendly devices will be
readily adopted by a culture in which minimized carrying bulk <strong>and</strong> weight is valued. What IT has
found is an interested community that has embraced the category <strong>and</strong> found new uses for the
technology. Often, this constituency is also using the device for personal activities (e.g., mapping/
navigation, e-books, Web browsing) in nonbusiness settings. <strong>The</strong> winning proposition for IT is that it
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now has a more direct link with management regarding the challenges <strong>of</strong> supporting this new
technology <strong>and</strong> the trend that blends business <strong>and</strong> personal use that usually accompanies mobile
devices.
Recommendations:
■
■
■
■
■
Provide tablet computers to upper management to increase awareness. This investment
provides benefits because it involves management in both the new ideas <strong>and</strong> new challenges
around managing media tablets, which abide by different rules than the traditional PC.
Educate upper management on the implications associated with the use <strong>of</strong> consumer-grade
technologies, such as iCloud, for sensitive enterprise information, as well as the options to
manage these capabilities.
Implement board books on tablets. One <strong>of</strong> the more popular applications transfers board books
from paper to media tablets. <strong>The</strong> benefits are electronic updating <strong>and</strong> the ability to erase
contents if the device is lost. Be aware that implementation on nonemployee board member
tablets will present other management challenges.
Meet with management to learn <strong>of</strong> its knowledge <strong>of</strong> emerging products. <strong>Media</strong> tablets are not
only technology curiosities, but also are productive tools. Constant engagement with
management regarding their findings in using the technologies will benefit the business.
Conduct high-level what-if brainstorming sessions with key executives to explore how media
tablets <strong>and</strong> other <strong>of</strong>f-desktop devices could add value to their business units.
<strong>Impact</strong>: Proliferating <strong>Media</strong> Tablet <strong>Devices</strong> With Relatively Short Life Spans Will
Increase Organizations' Support <strong>and</strong> Capital Expenditures
<strong>The</strong> short life <strong>of</strong> these devices <strong>and</strong> constantly changing user preferences force IT to face the twin
problems <strong>of</strong> support staff strain <strong>and</strong> burgeoning device portfolio costs per end user. Left
unchecked, IT staff could become responsible for answering support questions on five to seven
different operating systems as well as myriad app store products, <strong>and</strong> for managing the rapid
cycling <strong>of</strong> an increased number <strong>of</strong> hardware products. Furthermore, user dem<strong>and</strong>s to own a
portfolio <strong>of</strong> products with a short life span threaten IT's ability to manage costs per user. Users also
may keep older products <strong>and</strong> supplement them with new ones with new capabilities, <strong>and</strong> expect IT
to broaden the range <strong>of</strong> devices it supports.
Recommendations:
■
■
Implement managed diversity principles to mitigate the strain on support staff. This Gartner best
practice promotes both cost <strong>and</strong> responsibility sharing with the end user, while maintaining IT
control over security <strong>and</strong> costs. Investigate re-engineering support processes, as discussed in
"Best Practices for Supporting 'Bring Your Own' <strong>Mobile</strong> <strong>Devices</strong>". Contingency plans <strong>and</strong>
international considerations must also be reviewed.
Move to a BYOD approach to cap capital outlays per end user. Moving device ownership to
end users can limit enterprise expenditures while permitting end users to employ media tablets
<strong>and</strong> other devices that fit their work styles.
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<strong>Impact</strong>: New Application Platforms <strong>and</strong> Application Delivery Methods Will Require
the IT Organization to Respond With New Device Management Approaches
<strong>Media</strong> tablets <strong>and</strong> smartphones come with different platform architecture from the PC. All
applications are s<strong>and</strong>boxed, meaning they can see their files <strong>and</strong> only their files. So, without
breaking platform rules, it is impossible for a single application to manage the entire system image
as can be done on Windows-based products. Often, background processing is limited, so IT cannot
autonomously update the device; the user must be involved to some degree. With the advent <strong>of</strong> the
application store, which is based on elective downloads <strong>of</strong> applications, rather than push
applications, image management becomes more user-controlled than IT-controlled. Compliance is
enforced by comparing device inventory with master lists <strong>and</strong>, where differentials are detected,
having the system constrain enterprise access. <strong>The</strong> advent <strong>of</strong> external cloud-based data <strong>and</strong> state
synchronization models (e.g., iCloud <strong>and</strong> Windows Live) adds a new level <strong>of</strong> complexity <strong>and</strong> risk to
this equation.
Recommendations:
■
■
■
■
Consider tools that deliver applications via app stores versus the traditional PC push-based
model. IT must investigate a fundamental change in how it delivers applications to devices.
Rather than the traditional push-based management tools, new vendors must be sought.
Vendors like Partnerpedia, which sets up private application stores complete with independent
billing systems for a variety <strong>of</strong> platforms, could become more commonplace during the next
three to five years.
Contact device management vendors regarding future plans, although they have been slow to
address new trends in the past. We believe that traditional device management vendors are
aware <strong>of</strong> the trend toward new management approaches.
Purchase tactical products until product <strong>and</strong> vendor consolidation occurs. Vendors
participating in this new area have come from many related markets, including security, mobile
cost management <strong>and</strong> virtualization vendors. Consolidation <strong>of</strong> functions <strong>and</strong> vendors will occur
during the next three years. Picking the winners now is difficult; therefore, enterprises should
concentrate on short-term solutions until consolidation makes the winners <strong>and</strong> losers more
clear.
Push vendors on how cloud-based data <strong>and</strong> state synchronization can be managed or
controlled in a mixed consumer <strong>and</strong> enterprise setting. Dem<strong>and</strong> more fine-grained control over
which applications can <strong>and</strong> cannot use this capability <strong>and</strong> support for either a private cloud or
enterprise-managed alternative.
<strong>Impact</strong>: <strong>The</strong> Emergence <strong>of</strong> Hybrid Form Factors (Trend) Will Stress IT Support <strong>and</strong>
Force Consideration <strong>of</strong> New Approaches to Device Allocation, Such as BYOD
Today, there are PCs, notebooks, tablet PCs, media tablets, smartphones <strong>and</strong> other types <strong>of</strong>
devices that are <strong>of</strong>ten seen as separate markets, some <strong>of</strong> which are business-centric <strong>and</strong> others are
consumer-centric. However, as usage shifts to more mobile scenarios <strong>and</strong> as user expectations <strong>of</strong> a
more seamless experience across personal <strong>and</strong> enterprise devices grow, this is changing. In
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addition, as media tablets evolve, new hybrid devices are emerging. <strong>The</strong> new ultrabook category
will not simply be thin notebooks, but also will include designs in which the screen is a selfcontained
media tablet that can be removed or folded screen up on top <strong>of</strong> the keyboard
(convertible). <strong>The</strong>se products may, in some cases, be all Windows machines or they may become
dual operating devices where the combined unit runs Windows <strong>and</strong> the detached screen could run
Android. However, it is important that these devices will, more <strong>of</strong>ten than not, be driven by mobilefirst
(h<strong>and</strong>held <strong>and</strong> tablet) usage patterns, rather than by transportable desktop (i.e., notebook)
patterns.
Recommendations:
■
■
■
Monitor Windows 8 <strong>and</strong> new hardware designs through 2012 <strong>and</strong> into 2013. Windows supports
two interfaces: traditional Windows <strong>and</strong> the new Metro user interface found on Windows Phone
7 devices. Products will emerge that use this platform to create new, innovative ultrabook
designs. This will add to the portfolio <strong>of</strong> device choices for users, thus increasing strain on
support staff. Given the investment in Windows <strong>of</strong> most enterprises, this could reduce IT
support investments.
Enterprises will need to deal with these additional device choices. A pan-device Windows
option could also reduce IT management investments.
Emphasize application designs that rely more on browser delivery, especially with HTML5. If the
hybrid devices support multiple operating systems, IT will have to pursue application designs
that can easily move from operating system to operating system, to ensure that development
investments are leveraged.
<strong>Impact</strong>: <strong>The</strong> Emergence <strong>of</strong> a Heterogeneous Environment Will Transform the IT
Organization's Relationships With Vendors
With the emergence <strong>of</strong> smartphone operating systems <strong>and</strong> the huge volumes <strong>of</strong> smartphone <strong>and</strong>
media tablet shipments, the days <strong>of</strong> a dominant, single operating system for endpoint devices is
almost certainly at an end, albeit declining slowly. During the past 18 months, we have entered the
post-PC era <strong>and</strong>, in the future, committing application development efforts to a single platform will
be untenable. However, developing for an unknown number <strong>of</strong> platforms is not feasible. We will see
the emergence <strong>of</strong> the browser <strong>and</strong> development focused on HTML5 as the common platform
across devices <strong>and</strong> operating systems.
With the more varied environment comes new relationships with vendors that do not put the
enterprise first <strong>and</strong> foremost in their priorities. Many vendors copy Apple due to its high pr<strong>of</strong>its, <strong>and</strong>
more <strong>and</strong> more vendors may forgo the high-touch model, leaving enterprises to manage vendors
that treat them like consumers. This will give Micros<strong>of</strong>t <strong>and</strong> others the opportunity to provide a more
balanced consumer- <strong>and</strong> enterprise-friendly approach.
Recommendations:
■
Enterprises must adopt more multidevice strategies <strong>and</strong> products. To accommodate the many
platforms <strong>and</strong> fast pace <strong>of</strong> change, IT must invest in more-flexible products. Gartner covers
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such products under the names <strong>of</strong> mobile consumer application platforms (MCAPs) <strong>and</strong> mobile
enterprise application platforms (MEAPs).
■
■
■
■
Analyze the enterprise relationship model with Apple <strong>and</strong> be prepared to support other lowtouch
(non-Micros<strong>of</strong>t) models. It is important to st<strong>and</strong> back <strong>and</strong> underst<strong>and</strong> how that
relationship works, given that Apple provides no road maps <strong>and</strong> <strong>of</strong>ten supports clients out <strong>of</strong> its
stores.
Plan for heterogeneity, not an all-Micros<strong>of</strong>t endpoint infrastructure. <strong>The</strong> world is heterogeneous
<strong>and</strong> IT must recognize this permanent shift.
Exp<strong>and</strong> your definition <strong>of</strong> client system to extend from h<strong>and</strong>held through desk-bound devices
(Gartner calls them endpoints).
Push Micros<strong>of</strong>t <strong>and</strong> other vendors for additional support <strong>of</strong> heterogeneous endpoint platforms,
<strong>and</strong>, where such support is not provided, consider alternatives.
Recommended Reading
Some documents may not be available as part <strong>of</strong> your current Gartner subscription.
"How Will Users Access the PC Apps <strong>The</strong>y Need on <strong>The</strong>ir Alternative <strong>Devices</strong>?"
"<strong>The</strong> Cost <strong>of</strong> Connecting Apple's iPad <strong>and</strong> Other User-Owned <strong>Mobile</strong> <strong>Devices</strong> to the Corporate
Network"
"Seven Steps to Planning <strong>and</strong> Developing a Superior <strong>Mobile</strong> Device Policy"
"<strong>Mobile</strong> Device <strong>and</strong> PC Configuration Life Cycle Management Tools, Market Update"
"Use Managed Diversity to Support the Growing Variety <strong>of</strong> Endpoint <strong>Devices</strong>"
"Best Practices for Supporting 'Bring Your Own" <strong>Mobile</strong> <strong>Devices</strong>"
"Magic Quadrant for <strong>Mobile</strong> Device Management S<strong>of</strong>tware"
"Toolkit: <strong>Mobile</strong> Device Management RFI <strong>and</strong> RFP Template"
"Critical Capabilities for <strong>Mobile</strong> Device Management"
"CIO Attitudes Toward Consumerization <strong>of</strong> <strong>Mobile</strong> <strong>Devices</strong> <strong>and</strong> Applications"
"Guide for <strong>Mobile</strong> Application Development, Sourcing <strong>and</strong> Support, 2011"
"<strong>The</strong> <strong>Impact</strong> <strong>of</strong> BYOC on Management <strong>and</strong> Support"
"Hype Cycle for Consumer <strong>Devices</strong>, 2011"
"Gartner's View on 'Bring Your Own' in Client Computing"
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Note 1 Definition <strong>of</strong> a <strong>Media</strong> Tablet
A media tablet is a device based on a touchscreen display (typically with a multitouch interface), the
primary focus <strong>of</strong> which is the consumption <strong>of</strong> media. Examples <strong>of</strong> media include Web pages, music,
video <strong>and</strong> games. <strong>The</strong> device can also facilitate content entry via an on-screen keyboard or a
supplementary device, such as a keyboard or pen. Future iterations may also incorporate gesture
<strong>and</strong> voice controls. <strong>The</strong> device has a screen with a diagonal dimension that is a minimum <strong>of</strong> five
inches, <strong>and</strong> may include screens that are as large as is practical for h<strong>and</strong>held use (roughly up to 15
inches). <strong>The</strong> media tablet runs an operating system that is more limited than, or a subset <strong>of</strong>, the
traditional fully featured operating systems, such as Mac OS X or Windows 7. Alternatively, it may
be a closed operating system under the control <strong>of</strong> the device manufacturer; examples are Android
<strong>and</strong> Apple's iOS 4. <strong>The</strong> media tablet features wireless connectivity with either Wi-Fi, 3G or both; a
long battery life <strong>and</strong> lengthy st<strong>and</strong>by times, with instant-on access from a suspended state.
Examples <strong>of</strong> media tablets are the Apple iPad, Motorola Xoom <strong>and</strong> Samsung Galaxy Tab.
This is part <strong>of</strong> a set <strong>of</strong> related research. See the following for an overview:
■ <strong>The</strong> Top 10 Technology Trends for 2012
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