Apple / IBM – Juicy fruit.

Alliance is just a first step in addressing the enterprise.

• Apple and IBM have announced an exclusive partnership that will make iOS devices a much more realistic option for an enterprise when purchased through IBM.
• For Apple, this means that IBM will encourage its customers to use iOS devices ahead of anything else for mobile when buying its software and data analytics offerings.
• For IBM, it means that desirable hardware will now be optimised to run its software and services to give superior performance when compared to competitors.
• To date, iOS has been predominately a consumer based offering and its penetration into the enterprise has been driven almost exclusively by its desirability to users in their personal lives.
• For IT departments, managing and securing these devices has been a problem which is only now beginning to be solved by the likes of Good Technologies, MobileIron, AirWatch, Microsoft and so on.
• I suspect that IBM will get much greater access to iOS functionality than is normally allowed to software developers and this will allow it to deepen its functionality on these devices.
• This could include:
  • First: Removal of the limitation that prevents distinct apps. from sharing data with each other.
  • This would allow different enterprise apps. running on the device to share data with each other meaningfully enhancing their functionality.
  • Second: Deep integration of IBM software will allow the enterprise to control the devices to a much greater level of detail than other device management platforms.
  • Third: IBM apps will now be optimised for iOS meaning that they run more efficiently and consume less battery life.
  • Users should also see a meaningful improvement in performance, stability and reliability.
• This is positive for both Apple and IBM but this is very far from a deal that will ensure that Apple will become the enterprise mobile device of choice.
• iOS in the enterprise is predominantly driven by users buying their own devices and then getting the IT department to make them work as best they can with their infrastructure.
• This deal goes some way towards making that much easier for the enterprise, and especially for IBM customers, but huge pieces are missing.
  • SAP. SAP runs the key operations of a very large number of the biggest companies in the world.
  • Hence, an enterprise offering needs to be working well with SAP systems to have wide ranging appeal.
  • Microsoft: Microsoft’s exchange server is an integral part of the communications infrastructure of most companies.
  • Microsoft has plans of its own when it comes to offering devices and services to corporates.
  • Oracle. Oracle runs the databases of many companies and again, integration with Oracle is going to be needed to have a deep and rich offering for the enterprise.
• Consequently, while this is undoubtedly a good step forward for both Apple and IBM, it is very far from a killer blow that will ensure that Apple and IBM will romp home taking the enterprise for themselves.
• This deal is certainly negative for Blackberry which is trying to orchestrate a recovery around its offering for the enterprise and has most to lose.
• It is also negative for the other hardware makers like Samsung and Microsoft who are also targeting the enterprise for mobile device and service sales.
• However, there is so much more to the enterprise than IBM and Apple that much more needs to be offered to really change the existing status quo.
• The key to the enterprise will be offering users a series of services within which they can fulfil all of their professional duties in an easy, fun and secure user experience.
• This is what Radio Free Mobile refers to as the Digital Work Pie which will be the subject of future research publications.
• This deal is just the first broadside in a battle that is likely to be fought with increasing intensity over the next 5 or more years.