Gartner Says Consumerization Will Drive At Least Four Mobile Management Styles

Analysts Discuss the Rapidly Changing Face of Corporate Mobility at Gartner Symposium/ITxpo 2011, 7-10 November, in Barcelona

Barcelona, Spain, November 8, 2011 – Consumerization is now the primary driver of the mobile universe, and CIOs must be ready to embrace a range of more-flexible approaches to their mobile strategy, according to Gartner, Inc. At least four new mobile management styles will emerge as leaders because different groups of staff will demand different approaches.

Gartner analysts today discussed the future of corporate mobility and the impact that it will have on the CIO’s mobile strategy at Gartner Symposium/ITxpo 2011, taking place through 10 November.

“The landscape of devices and user needs is changing, “said Carolina Milanesi, research vice president at Gartner. “CIOs are facing mass-mobility, and it is expected to grow rapidly.”

Gartner predicts sales of smartphones to end users will reach 461.5 million in 2011 and rise to 645 million in 2012. In 2011, sales of smartphones will overtake shipments of PCs (364 million). Combined sales of smartphones and tablets will be 44 percent bigger than the PC market in 2011. More of these devices will find their way into enterprises as employees entering the organization will expect to be allowed to use them.

Consumerization, app stores and mobile ecosystems are causing a proliferation of new applications and services in the enterprise. Employees increasingly seek to take full advantage of better browsers and innovative applications from app stores.Gartner estimates that 18 billion apps will be downloaded in 2011, up 114.5 percent from 2010 and will rise to 31 billion in 2012.

This array of mobile devices and applications leads to changes in society. Employees are behaving more like consumers, demanding a wider choice of devices, exploiting consumer devices and applications from app stores, and adopting new strategies such as ‘bring your own’ (BYO) IT, where employees use personally-owned tablets and smartphones for work. As a result, the distinctions between a person’s role as an employee and as a consumer are more blurred than ever.

“CIOs need to explore new ways to provide, fund, and manage mobile devices to allow employees more choice and support BYO programs,” said Nick Jones, vice president and distinguished analyst at Gartner.

Gartner expects several new mobile management styles to include:

Control-oriented. The primary consideration is to guarantee quality of service, security, support and cost. To assure functionality, service levels, performance and security, the organization provides and strictly manages devices, contracts and applications. All aspects of the device and its applications are controlled and supported by corporate IT.

Choice-oriented. The primary goal is user satisfaction, typically in cases where users demand a greater choice of devices, but have relatively undemanding application and service needs. Undemanding needs are a necessary consequence of greater choice, because it’s usually prohibitively expensive to support complex requirements on a wide range of platforms. User satisfaction cannot imply excessive risk, so the business won’t abandon all management responsibility, but will exert lightweight control over devices and the service portfolio, often by limiting the range of services provided and choosing inherently safe architectures, such as a thin client. Such control tends to be more in the cloud than on the device, and support is typically much more limited than in the control-oriented regime.

Innovation-oriented. The goal is to empower users who want substantial autonomy and are often in roles over which IT has little or no control. Users want to experiment with applications and services, and develop new techniques and processes. They are in charge, and no reasonable device, application or service request can be refused. The IT organization won’t abandon responsibility for critical issues such as data privacy and corporate risk; however, the controls will likely be more policy-oriented than technology-oriented. Typical users are independent, often technically sophisticated, and may not want support (even where it can be provided), but may accept advice and training.

Hands-off. The goal is to take the minimum level of responsibility for mobile devices and services, typically by not providing them. This regime is not about avoiding responsibility, but finding approaches that mean it’s not necessary to take responsibility. It includes concepts such as employee-owned devices and BYO IT. Typically, IT has little or no support responsibility for devices, and may relinquish responsibility for many services (for example, by requiring users to provide their own mobile e-mail or by adopting hosted services). Any controls that are necessary will be applied in the cloud, in applications or by policies.

“CIOs must be ready for the BYO programs sooner than they realize,” said Mr. Jones. “BYO is a principle that most organizations will adopt and organizations must prepare for this change.”

At the same time, global businesses should be prepared to support at least three smartphone platforms by 2012, and some will expect to support four or even five. The decision will vary depending on the geography and whether the applications are business to employee (B2E) or business to consumer (B2C).

Gartner estimates that Android will remain the No. 1 platform for several years, and Apple’s iOS will take the No. 2 position in 2012 until 2014. If the Nokia/Microsoft alliance executes well, Windows Phone should grow to take the No. 2 position by 2015 displacing iOS. RIM will move to No. 4 position in 2013.

“Regardless of your current approach, the reality is that consumerisation is here to stay and will have an enormous impact on the management of corporate mobility for many years to come,” said Ms. Milanesi.

About Gartner Symposium/ITxpo

Gartner Symposium/ITxpo is the world’s most important gathering of CIOs and senior IT executives. This event delivers independent and objective content with the authority and weight of the world’s leading IT research and advisory organization, and provides access to the latest solutions from key technology providers. The event also features an ITxpo show floor, which offers exclusive access to some of the world’s leading technology and service providers. With 95 IT exhibitors demonstrating their solutions at the event, the ITxpo show floor provides a unique opportunity for attendees to assess the vendor landscape and engage face to face with exhibitors while away from the distractions of the office. Additional information on Gartner Symposium/ITxpo 2011 in Barcelona, 7-10 November, is available at

More exclusive content and multimedia coverage, including Twitter feeds and comments from the Gartner Blog Network, will be available at Gartner’s SymLive at

About Gartner

Gartner, Inc. (NYSE: IT) is the world’s leading information technology research and advisory company. Gartner delivers the technology-related insight necessary for its clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is a valuable partner to 60,000 clients in 11,500 distinct organizations. Through the resources of Gartner Research, Gartner Executive Programs, Gartner Consulting and Gartner Events, Gartner works with every client to research, analyze and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, U.S.A., and has 4,500 associates, including 1,250 research analysts and consultants, and clients in 85 countries. For more information, visit