AT&T Global Managed Mobility
Services
Business Network and IT Services
March 24, 2014 J Summary
Competitive Strengths
• AT&T sees its role as a global, holistic mobile advisor for businesses with professional services, mobile platforms, devices, and applications fortified by managed solutions. • Toggle is a very strategic offering for AT&T, which delivers a secure workspace with both ensured privacy for the employee and a very high level of information/data security for the business. • AT&T is in the process of strengthening its portfolio of mobile field force solutions by leveraging complementary enablers. • Unlike many competitors, AT&T continues to provide an impressive list of case studies and reference accounts for its many mobility services.Competitive Weaknesses
• AT&T has had a somewhat confusing and large array of solutions for enterprise mobility, rather than a focused approach on a small set of strategic offerings. • AT&T has admitted in the past that its position in the global segment for managed mobility services had been limited. • Service providers such as BT and Verizon Business have long positioned themselves as full-fledged professional services companies; IT service providers are also threatening competitors. Kathryn Weldon Current Analysis Research Director, Business Network and IT ServicesCopyright © 2014 Current Analysis, Inc.
Product Class Average AT&T Global Managed
Mobility Services Leader Very Strong Strong Competitive Vulnerable Overall Core Se rvice Feature s Value-A dded Other S ervice Element s Product Ratings Continued
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Current Perspective:
Leader
AT&T is a leader in the global managed mobility services (MMS) market, and the company has evolved its ap-proach to offer a complementary but modular portfolio of solutions, with different options for different customers, rather than a large set of disparate services or reseller service and software options relying on third-party platforms. Under this new framework of Mobile Enterprise Management (MEM), AT&T includes: mobile device management (MDM), featuring cloud-based, hosted, and premises solutions from AirWatch, MobileIron, SAP, and Good Technol-ogy; mobile application management (MAM), featuring AT&T Mobile Application Management by Apperian and ToggleHub; mobile workspace management, including AT&T Toggle; and mobile application development, with platforms as well as pre-packaged mobile apps from Antenna, Kony, and SAP, in addition to AT&T-developed native, open source, HTML5, and hybrid mobile apps. AT&T also provides Global Mobile Management (GMM), its strategic multi-carrier management service focusing on cost management and logistics, and the network-hosted AT&T Mobile Security Service it launched in 2012 based on the Juniper Junos Pulse platform as well as its own network and security capabilities. It has changed from what had been a re-sale focus based on third-party solutions to bringing many of these offers into its cloud infrastructure and offering them as hosted and/or fully managed solutions. AT&T is strongly focused on its M2M business; its continu-ing excellence in enterprise mobility management (EMM), especially due to the innovative features for BYOD within Toggle; and rationalizing and enhancing its field force management portfolio by integrating key enablers such as location-based services and messaging, adding advanced warranty and exchange services, and ensuring that the solu-tions in the suite cover a wide range of use cases without too many overlapping third-party solutions in the mix. In addition, AT&T’s Mobility Solutions Services (MSS) professional services organization continues to grow its capabilities, providing consulting and deployment services, and it can create custom, complex horizontal and vertical solutions for enterprise mobility and M2M customers. Professional services specifically associated with MMS include: mobile readiness, technology assessments, mobile application development, installation, configuration, health checks, and training. MSS support services include: service desk, technical support (Tier 1-3), remote administration (MACD), incident management, change management, and device deployment (staging, kitting, deployment, ad-vanced exchange, and device salvage) services. MSS is key to AT&T’s positioning as an end-to-end mobility services provider. Toggle remains at the forefront of AT&T enterprise mobility services and it is the most advanced BYOD solution available today from any operator or IT service provider. The ability for the business to pay for 300MB buckets of data for its employees, as well as create and manage a second ‘business’ phone line, and the fact that it is a truly multicarrier, international offering are boosting its market traction. AT&T continues to provide customer references (including the Palms Hotel and Casino for Toggle), and the carrier has also disclosed that it has 81,000 business customers using its mobile applications and has seen an increase of 140% YoY in Advanced Mobility Services revenues as well as an 80% increase in mobile applications sold. It has over a million mobile devices under its management and has sold over 1.6 million MDM/BYOD licenses. AT&T is also increasing its share of global companies for which it provides mobility services for both M2M and managed mobility services.
J Strengths and Weaknesses
Strengths
• AT&T sees its role as a global, holistic mobile advisor for businesses. Professional services, mobile platforms, de-vices, and applications with managed solutions, as well as single billing and point of care from AT&T, allow business customers to unlock the value of mobility from basic mobility up through business transformation. This ‘mission’ feeds into AT&T’s services, partnership decisions, and roadmap initiatives. • Toggle is a very strategic offering for AT&T, as a secure workspace which ensures privacy for the employee and ahigh level of information/data security for the business, while allowing the company flexible options in implementing a sound BYOD program. It can be deployed across any carrier’s network, and it delivers a second ‘business’ managed phone number on a single device (Toggle Voice) and a built-in Toggle Data allowance (for AT&T customers) for personal devices in 300MB increments that is paid for by the business. AT&T has gone further than other mobile operators in developing a unique, comprehensive solution for enabling BYOD. It also has completed the integration of Toggle with both MobileIron and AirWatch MDM platforms to ease management across Toggle and its MDM providers. • AT&T is in the process of strengthening its portfolio of mobile field force solutions by: leveraging complementary enablers such as location-based services, messaging, and mobile payments; adding warranty and exchange capabilities; and rationalizing its set of resold/white-labeled third-party applications, some of which had overlapping features. This will put AT&T in a much better position to ensure this segment continues to be a significant mobility growth engine. • Unlike many competitors, AT&T continues to provide an impressive list of case studies and reference accounts for its many mobility services. This provides credibility and proof of its traction in the market. The carrier recently disclosed that it has sold over 1.6 million MDM/BYOD licenses; furthermore, it it has sold mobile applications to more than 81,000 of its business accounts.
Weaknesses
• In the recent past, AT&T has had a somewhat confusing and large array of solutions for enterprise mobility, rather than a focused approach on a small set of strategic offerings. That is one of the reasons the carrier is currently ratio-nalizing its portfolio. In the past, competitors would note that it offered support for almost every major MDM and MEAP platform and it resold so many third-party solutions that it was hard to figure out which ones it really recom-mended or backed beyond pure resale or reference sale. • AT&T has admitted in the past that its position in the global segment for managed mobility services had been limited. In 2013, it worked hard (and succeeded, especially in the M2M space) to broaden out geographically and serve more U.S. and non-U.S.-based MNCs. The danger is that the carrier now directly faces competition from global competitors such as Vodafone, Orange, and Telefonica, all of which offer managed mobility to MNCs and have extended their footprints through strategic alliances with other operators. • Although MSS is growing in size and importance at AT&T, service providers such as BT and Verizon Business have long positioned themselves as full-fledged professional services companies. In addition, while also partnering with operators, IT service providers such as IBM, CSC, and Accenture provide more competition for AT&T, as they offer standardized managed mobility rather than concentrating solely on large outsourcing deals and custom solutions. They also have strong relationships with MNCs for ERP deployments, application development and delivery, data center outsourcing, and desktop management. Continued© 2014 Current Analysis Inc. All rights reserved.
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Core Service Features
Rating Very Strong
Mobile Device Management On-premises, hosted, and/or managed options based on platforms from AirWatch, MobileIron, SAP, and Good Technology. Main benefits include prevention of access of unknown devices and blocking jail-broken devices from access to the mail server, provisioning devices remotely (e-mail, VPN set-tings, preferred applications), selective wipe and/or complete separation of personal and corporate data (container), providing secure access to key content (documents, presentations, videos), and an enterprise mobile application store to distribute & update applications.
Security Enhancements to AT&T’s MDM offerings includes enhanced security (SMC), integration with Toggle dual persona (BYOD), MDM-as-a-service with Synaptic Hosting, SLAs, and fully managed, integrated care. AT&T Mobile Security Service includes an administration console, anti-virus/anti-malware de-vice scanning, prohibited application alert, Secure Sockets Layer (SSL), a network address transla-tion (NAT) firewall that hides the private IP addresses of the mobile device, botnet identificatransla-tion, botnet black list/white list, policy routing, and enhanced options for AT&T Secure Network Gateway. Specific to Toggle, AT&T offers AES-256 encryption. It also offers integration with the AT&T VPN and Cisco & Juniper IPsec VPNs as well as the F5 SSL VPN.
Inventory and Expense
Management Strategic carrier management: Pricing negotiation assistance, bid management and negotiations, sup-plier evaluation and selection, consolidation of users to preferred carriers Centralized transaction management: GMM platform, rule-based catalog, integrated approval process, enforcement of customer’s mobility ordering and other policies, single point of contact for incidents/es-calations
Consolidated reporting with TEM: Telecom expense management (TEM), rate plan optimization, zero usage disconnects, advice to pay, management spend reporting
Application Enablement Mobile Enterprise Application Platform: Enables enterprises to mobilize business processes (B2E), build consumer (B2C) solutions, and port apps across mobile devices; provides APIs/connectors; ex-poses AT&T network and billing APIs for more robust apps (messaging, location, device information, and billing APIs); offers pre-built connectors to over 50 enterprise backend applications. Platform and mobile app partners include Kony, SAP, and Antenna.
Application Solutions & Services: HTML5 applications to enable browser-based apps to run across multiple platforms, mWeb/web optimization, native application development and deployment (write once, deploy to any) to over 100 devices, Synaptic Hosting, SLAs, fully managed, integrated care
Value-Added Services
Rating Very Strong
Consulting and Prof.
Services MSS provides consultation services, business process analysis, solutions architecture and techni-cal design, user interface design, solution development, licensed and off-the-shelf products, systems integration, quality assurance, procurement, virtual warehouse, imaging, staging, kitting, engineering services, delivery assurance, device evaluation, technology lab, tech support, help desk, application hosting, service and maintenance, break/fix, warranty, RMA, and application lifecycle management services.
On the strategic side, MSS provides guidance on application strategy, security strategy, technology roadmap, investment guidelines/ROI, support strategy, governance models, mobility center of excel-lence, business process improvements, employee productivity, customer satisfaction, regulatory com-pliance, future scalability, and diverse OS and device support. Project implementation includes appli-cation design and development, solution deployment, post-deployment support, program management and training, and managed solutions.
Portal Integration Much more integration of different MMS elements has been accomplished including MDM (both AirWatch and MobileIron) and security solutions with Toggle.
J Product Metrics
Other Service Elements
Rating Strong
Availability GMM currently supported in the U.S. and approximately 90 other countries across EMEA, the Americas, and Asia-Pac.
Customer Examples McGladrey, the nation’s fifth largest accounting firm: deployment managed by AT&T Mobility Solutions Services, with device management using MobileIron MDM from AT&T.
Eaton Industrial, a power management company based in Cleveland, Ohio: AT&T MEAP has made it easier to search for and sell products from Eaton’s catalog to customers in more than 150 countries. Republican and Democratic National Conventions: AT&T defined, designed, built, deployed, and sup-ported the conventions’ mobile application and mobile web experience worldwide with live video streaming & video on demand, social media integration, news/breaking news feeds and alerts, attrac-tion finders, interactive schedules, and mobile stores for convenattrac-tion items.
County of San Diego: Developed AT&T Managed MEAP solution across multiple OS & device types, providing offline access to critical information (i.e., up-to-date disaster boundary maps, shelter maps, breaking news, push notifications), with application service desk and service assurance support. U.S. government agency: Developed Android MEAP-based tablet solution which transmitted data wirelessly to government data center for tracking of assessment activity and consolidation, integrated device for image capture, electronic signature, and GIS.
Other MEAP customers include: a large U.S. transportation company connecting 5,000 mobile work-ers across the country to a CRM/e-ticketing application at the home office; a provider of fire and life-safety systems and services that optimizes its field and fleet assets using smartphones onsite to feed data into field service and fleet management applications on multiple backend systems; a food manu-facturer with 100,000 employees deployed SharePoint applications on iPhones and then acquired a business running on BlackBerry devices, and so deployed a MEAP platform for multi-device support. GMM customers include: a global software company that looks to AT&T to manage its subscribers and carriers to improve costs, centralize the management of mobility services and devices worldwide, and facilitate the migration of employees from an individual-liable to corporate-liable model (AT&T negoti-ated services contracts).
Toggle customers include the Palms Hotel and Casino. The solution helped alleviate the business from the complexity of managing multiple device types, as well as a limited IT-supported device pool, caus-ing both employee and customer dissatisfaction.
Pricing Not available
