August 26, 2010 Market Overview: Smartphone Management by Benjamin Gray and Christian Kane for Infrastructure & Operations Professionals

Making Leaders Successful Every Day For Infrastructure & Operations Professionals

August 26, 2010 Market Overview: Smartphone Management Empower Workers With The Freedom To Choose Their Preferred Mobile Devices by Benjamin Gray and Christian Kane with Robert Whiteley

Executive Summary Within the next 12 to 18 months, most IT managers worldwide will significantly alter their client computing strategies, and this will have a profound impact on smartphone adoption and management. Necessitating this change is a significant generational shift of information workers — who are an increasingly empowered group — dictating the technology used to solve business issues. I&O managers must respond to overwhelming requests to support smartphones because of the productivity improvements and TCO efficiencies they introduce. But these IT managers are shifting away from a one- size-fits-all, corporate-liable smartphone model to one that: 1) includes support for at least BlackBerry, iOS, and Android, and 2) is much more open to individually liable devices connecting to corporate resources. This architectural shift will force IT and telecom managers to reevaluate their smartphone management solutions and services.

table of Contents NOTES & RESOURCES 2 Meeting Today’s Business Demands Requires Forrester interviewed 26 vendor companies, A Multiplatform Mobile Strategy including Good Technology, , 3 Ten Key Functionalities That Make Up The MobileIron, RIM, Sybase, Trust Digital, and Smartphone Management Landscape Zenprise, and 174 user companies. Seven Key Features Have Standardized Across Most Smartphone Management Solutions . . . Related Research Documents “Twenty Mobile Device Management Best . . . But Three Emerging Features Will Soon Be Practices” Default Expectations Of Mobility Managers October 21, 2009 9 Segmenting The Market: Incumbents, New Entrants, Best-Of-Breed, And Services “The Mobile Operating System Wars Revisited” July 28, 2009 11 The Smartphone Management Future Entails More Of The Same “The Forrester Wave™: Mobile Device Management Solutions, Q2 2009” 12 Supplemental Material April 27, 2009 “Making iPhone Work In The Enterprise: Early Lessons Learned” April 10, 2009

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Meeting Today’s business demands requires a multiplatform mobile strategy Today’s infrastructure and operations (I&O) managers support an increasingly decentralized and mobile workforce — one with multiple segments of workers, each with their own unique set of needs.1 This poses two challenges: 1) These needs often conflict with existing sourcing and support policies, and 2) the applications and mobile devices that workers often request are consumer-grade.2 These trends are driving IT managers to develop or update their corporate mobile policies to reflect the changing workforce needs, and more firms than ever are selectively encouraging this workforce empowerment.3 So what’s involved? Over the long term, firms must map specific technology policies and requirements to enable each segment to be successful. However, over the short term, firms must start by embracing a mobile device management solution that supports a wide array of devices and operating systems (OSes). Consider that:

· Approximately half of firms have already embraced a multiplatform mobile strategy. The combination of BlackBerry devices plus the BlackBerry Enterprise Server (BES) is — and will remain — the gold standard with regard to management and security, with more than 500 policies for IT to wirelessly configure and enforce. According to Forrester’s recent survey of 1,009 mobile technologies and services decision-makers, 70% of North American and European companies support BlackBerry today. Despite this leadership, 41% support Windows Mobile, 29% support iOS (the OS that powers both the iPhone and the iPad), 13% support Android, 13% support Windows Embedded CE, 12% support Palm OS, 8% support webOS, and 7% support .4 These numbers continue to rise year-over-year, and already, 49% of these firms have embraced a multiplatform mobile strategy.

· Almost 60% of firms provide some support to personally owned smartphones. As mobility managers loosen their policies over the OSes they support, sourcing and vendor management professionals are following suit and loosening their procurement and reimbursement policies. In fact, 56% of firms now officially support personally owned smartphones. The primary driver is cost, but we also regularly hear of C-level executives mandating it. Why? Because it’s not only a great way for IT to show its business value, but it’s also an excellent way for the business to differentiate itself from others in the industry as a way to retain and attract top job talent. Of course, what classifies as “support” will forever remain in a state of flux as more IT managers encourage their workers to self-provision and support each other — but even then support is often limited to a specific mobile OS or device.5

· IT struggles to keep pace with a twofold challenge: mobile device management and security. Mobility brings together many traditionally siloed roles within IT, including telecom, client services, service desk, security and risk management, application development, and sourcing and vendor management. But because mobile device management and security have traditionally remained under the responsibility of separate roles — I&O and SRM, respectively — mismatched policies can easily lead to data security breaches and operational inefficiencies. These often result

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from miscommunication or the lack of a management solution that serves as a single pane of glass into the current state of the mobile environment. Interestingly, smartphones were the No. 1 concern facing enterprise IT security sourcing and services decision-makers, according to Forrester’s most recent IT security survey, even beating out Web 2.0 applications, cloud computing, and virtualization.6

· IT managers are increasingly investing in a device-agnostic solution or managed service. Adding support for non-BlackBerry devices — such as iPhone, iPad, and Android-based smartphones — and personally owned devices has led many IT managers to explore third- party mobile device management solutions that can coexist peacefully with — or potentially replace — the BES. Moreover, it’s difficult to find IT staff that are completely up to speed on the latest devices, OSes, and security threats. Investing in managed mobility services has proven very compelling for firms that lack this expertise or that have determined that managing a console isn’t strategic enough for IT to take on. By embracing these solutions today, firms can immediately expand the list of supported devices to include iOS and Android while also leaving room for emerging platforms, such as Windows Phone 7, webOS, and MeeGo.

Ten key Functionalities THAT make up the Smartphone management landscape Today’s smartphone management solutions mostly consist of a number of established functionalities critical to most IT shops, but device heterogeneity is driving vendors to focus on providing “good enough” support for a number of different mobile OSes. Newer capabilities are emerging that differentiate vendors in this very crowded vendor landscape (see Figure 1). However, the majority of Forrester’s clients have found that the single most important criteria when selecting the right smartphone management solution is the list of supported mobile OSes (see Figure 2).

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Figure 1 Today’s Smartphone Management Vendor Landscape Offers A WideV ariety Of Criteria

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Figure 1 Today’s Smartphone Management Vendor Landscape Offers A WideV ariety Of Criteria (Cont.)

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56659 Source: Forrester Research, Inc.

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Figure 2 A Significant Differentiator WithinT he Vendor Landscape Is The List Of Supported OSes

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56659 Source: Forrester Research, Inc.

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Figure 2 A Significant Differentiator WithinT he Vendor Landscape Is The List Of Supported OSes (Cont.)

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56659 Source: Forrester Research, Inc.

Seven Key Features Have Standardized Across Most Smartphone Management Solutions . . . The majority of smartphone management solutions have a core set of seven functions consisting of:

· Configuration management. Configuration management tools aid in the administration and control of device settings. IT can dictate different security, application, and configuration policies for different workforce segments.

· Security management. Top of the list is enforcing a strong password policy — such as PINs and passwords that cannot be brute-force attacked by pulling from a dictionary — devices that automatically lock after 15 to 30 minutes of non-use, and devices that automatically wipe after 10 unsuccessful authentication attempts. Security and risk managers also seek encryption and remote lock/wipe capabilities.

· Central console. A central — often Web-based — console is essential to all smartphone management solutions. It allows mobility managers to view reports and access individual tasks for smartphone management.

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· Over-the-air (OTA) intelligence, troubleshooting, and support. Scheduled or event-based actions and real-time monitoring, logging, and Web reports all help enable service desk staff to better manage their mobile environments. In some instances, they can help IT identify issues before users even notice.

· Asset management and reporting. It’s imperative that IT managers have the ability to track and provide effective reporting for all assets and software across the business. This functionality provides in-depth reporting on the types of devices, OSes, and software running in your mobile environment.

· Software management. Smartphones are primarily used by information workers for wireless email, contacts, calendars, and often, personal Web browsing. However, as mobility cascades down the corporate pyramid and task-based workers are granted access, the ability to push new applications out in the field becomes crucial. IT managers should look for remote software distribution and updates, white listing and blacklisting, and silent installation.

· Scalability. The rate of device adoption will increase as firms continue to recover from the global recession and IT and telecom spending increases. I&O managers should anticipate this growth by embracing a solution or service that can scale with their business. Should any concerns remain, request to speak with reference customers who are willing to share their experiences and lessons learned.

. . . But Three Emerging Features Will Soon Be Default Expectations Of Mobility Managers The proliferation of mobile devices is making IT managers wary of having to increase staffing to properly support business demand. To stay ahead of the curve, some smartphone management vendors are already building in functionality to keep costs down and allow IT support to shift from reactive to proactive.7 This emerging smartphone management functionality includes:

· Remote control. Unfortunately, too many help desk requests are PEBKAC (“problem exists between keyboard and chair”) in nature. Regardless of the issue, however, IT can much more efficiently troubleshoot tickets by taking control of the device and experiencing what the user sees in real time.

· Device recovery. Business continuity and disaster recovery (BC/DR) is always top of mind for IT executives — and their strategies must also apply to mobile operations. Backup and recovery capabilities enable IT to take full system backups and file/folder backups of employees’ smartphones so that, in the event of a lost/stolen device or device failure, users can wirelessly recover their data.

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· Self-service portal. Optimizing IT-to-device staffing ratios is difficult and is made even more so by moving away from a one-size-fits-all approach. I&O can effectively reduce operational costs by enabling a self-service portal for employees to access whenever they have a request. Here employees can review their mobile and expense policies, request software, and back up and restore their devices.

SEGMENTING THE MARKET: INCUMBENTS, NEW ENTRANTS, BEST-OF-BREED, AND SERVICES The smartphone management vendor landscape can be segmented into four groups: incumbents, new entrants, best-of-breed, and services. While the list of vendors offering smartphone management solutions continues to increase despite some recent acquisitions, here are a few worth noting:

· Incumbents: Good Technology, Microsoft, RIM, and Sybase. RIM’s BES is the gold standard, with more than 500 policies for enterprise IT managers to granularly control their fleet of BlackBerry devices. And for smaller firms or IT shops that have tighter budgets or that don’t require as many policy configurations, or for those looking to offer management of individually liable BlackBerry smartphones, RIM introduced BES Express earlier this year that delivers more than 35 policies for firms to get up and running quickly.8 Meanwhile, Microsoft supports Exchange ActiveSync (EAS) for rudimentary device management control over Windows Mobile, Windows Embedded CE, iOS, Android, Palm OS, and Symbian.9 Some firms looking for a BES alternative for Windows Mobile 6.1 devices and beyond turned to System Center Mobile Device Manager (SCMDM). Microsoft is in the process of folding SCMDM capabilities into the next version of System Center Configuration Manager (SCCM), which it has labeled “SCCM v.Next.” With this upcoming release — which some have speculated likely won’t be released to market until H2 2011 — SCCM will include the mobile device management capabilities that were previously available with SCMDM but that can now scale to Windows Phone 7, Windows Embedded CE, and Symbian.10

For firms that have already embraced a multiplatform strategy, the two leading and very well established leaders in this market are Good Technology and Sybase. Between the two vendors, they boast more than 30,000 enterprise customers worldwide, and both fared extremely well in the most recent Forrester Wave™ evaluation of mobile device management solutions.11 Sybase’s Afaria and Good Technology’s Good for Enterprise (GFE) products support most mobile OSes, including iOS, Android, Windows Mobile, Windows Embedded CE, Symbian, and Palm OS. Afaria also supports BlackBerry and Win32 desktops and laptops, while GFE also supports webOS. In May 2010, SAP announced the intent to acquire Sybase, which will operate as a standalone unit under the name of Sybase, an SAP company.12

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· New entrants: BoxTone, MobileIron, Trust Digital, and Zenprise. Four comparatively smaller companies that are coming on strong in the smartphone management space are BoxTone, MobileIron, Trust Digital, and Zenprise. Between the four, Forrester estimates that they have fewer than 1,000 enterprise customers but an impressive number of active proofs of concept (POCs), particularly within heavily regulated industries such as healthcare, financial services, public sector, and manufacturing. BoxTone, a mobile service management solution, used to be BlackBerry-centric but can now proactively identify issues across your fleet of BlackBerry and non-BlackBerry devices. MobileIron came out of stealth mode fewer than 12 months ago, but its Virtual Smartphone Platform now supports BlackBerry, Windows Mobile, iOS, Symbian, and webOS — and will soon support Android. Trust Digital, which has been around for almost 10 years and has historically served as a mobile security company, was recently acquired by McAfee.13 Trust Digital’s Enterprise Mobility Management (EMM) was among the first to support the iPhone and now manages and secures iOS, webOS, Windows Mobile, Symbian, and Android. The Zenprise Device Manager enables IT to proactively identify and remediate downtime issues as well as automate support practices. These four vendors are worth including on the vendor shortlist for any firm with plans to embrace a multiplatform mobile strategy.

· Best-of-breed: vendors like AirWatch, Motorola, SOTI, and Wavelink. The mobile device management and security vendor landscape is incredibly diverse, but there are some notable solutions worth evaluating. For example, AirWatch not only supports mobile device management but WLAN management as well. Motorola’s MSP solution can manage Motorola smartphones in addition to peripheral devices such as cash registers, scanners, RFID readers, printers, signature capture pads, and kiosks. SOTI’s MobiControl supports the device management functionality most IT managers would expect, in addition to location- based services for asset tracking, and boasts an impressive list of 80,000 customers across 120 countries. Wavelink’s Avalanche Suite supports more than 12,000 customers spanning 85 countries. IT should also consider point solutions from Tangoe, which acquired mobile device management vendor InterNoded last year, Capricode, Excitor, FancyFon, Fromdistance, InnoPath, Odyssey, Red Bend Software, Smith Micro, Symantec, and ubitexx.

· Services: tier one mobile operators and vendors like Fiberlink, Mformation, and Perlego. Firms should turn to a service provider if they lack the deep technical expertise or feel mobile device management isn’t strategic. I&O should also explore managed mobility services if the time frame for deploying a behind-the-firewall management solution is too long, costs are too high, or the infrastructure required is too complex. Most tier one mobile operators, such as AT&T, Bell Mobility, BT, Elisa, Rogers, Sprint, Telefónica, TELUS, TeliaSonera, T-Mobile, Verizon Wireless, and Vodafone, offer mobile device management as a managed service, and these solutions are often white labeled from Sybase and Mformation. But don’t overlook smaller, more specialized mobile services firms like Fiberlink and Perlego. And finally, much larger, global infrastructure outsourcers, such as Getronics, HP/EDS, and IBM Global Services are folding mobile services into their broader portfolio of managed infrastructure services.

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The Smartphone management future Entails More Of the Same The commercial smartphone market is due for significant growth as IT and telecom budgets return; smartphones penetrate more than just 13% of workforce; firms add support for personally owned mobile devices due to cost or HR demand; and firms move away from a one-size-fits-all model to support the various worker segments within the business.14 As a result, smartphone management solutions — particularly those that have evolved to be device-agnostic — will become must-have solutions for most businesses worldwide. In the future, Forrester anticipates that:

· Support for BlackBerry, iOS, and Android will be a top priority for IT managers. The prevalence of multi-OS mobile strategies, coupled with support for personally owned smartphones, is forcing smartphone management vendors to focus on “good enough” support that satisfies a broad range of devices. This is in stark contrast to PC management solutions, which go extremely deep from a functionality perspective, but only because they are largely Windows-centric.15 Look for the majority of vendors to add support over the next year for the top three demanded OSes: BlackBerry, iOS, and Android. But it certainly won’t end there. Expect a trickledown effect to the legacy Windows Mobile and Palm OS devices that are so widely deployed today, in addition to the promising, yet still largely unproven, webOS, Windows Phone 7, and MeeGo OSes from HP, Microsoft, and /, respectively.

· Vendor consolidation will continue. This industry is ripe for further vendor consolidation. Some notable examples include Nokia’s acquisition and eventual discontinuation of Intellisync, Motorola’s acquisition of Good Technology and its subsequent sale to Visto, HP’s acquisition of Bitfone, Tangoe’s acquisition of InterNoded, Good Technology’s acquisition of CloudSync, SAP’s acquisition of Sybase, and McAfee’s acquisition of Trust Digital — just to name a few. Expect some smaller vendors to be prime acquisition targets by the incumbent vendors looking to beef up their suites or by PC management vendors that view smartphone management as a natural extension to their broader client management strategies. Bottom line: Check back early and often on this space as acquisitions continue at a fevered pace.

· True convergence of smartphone and PC management is inevitable but still years away. We’re still two to four years away from mainstream enterprise I&O managers being able to effectively manage all clients, including smartphones, desktops, laptops, tablets, slates, minis, and netbooks, through a single pane of glass. Acquisitions and strategic partnerships and an eventual convergence of roles within IT will drive more firms to explore the possibility. We remain years away from deep product convergence even though some smartphone management solutions technically support Win32 PCs and some PC management solutions support Windows Mobile and BlackBerry. It remains to be seen which vendors will take ownership of this convergence, but Forrester anticipates the PC management vendors to win out over the long term.

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SUPPLEMENTAL MATERIAL Companies Interviewed For This Document AirWatch Perlego BoxTone Red Bend Software Capricode Research In Motion Excitor Smith Micro FancyFon SOTI Fiberlink Sybase Fromdistance Symantec Good Technology Tangoe InnoPath Trust Digital Microsoft ubitexx MobileIron Wavelink Motorola WDSGlobal Odyssey Software Zenprise

Endnotes 1 For 25 years, a one-size-fits-all approach to workforce technology worked just fine, but those days are fading fast. With overall adoption levels surprisingly low on the one hand, and yet with some employee groups racing ahead with Web 2.0 and other consumer technologies, it’s time for IT to give up on one-size-fits-all and instead master the real needs of employees. Workforce personas — we named them Michael, Diane, Oliver, and Andie — are a simple technique borrowed from consumer market research to help IT pros characterize and profile the needs of these different employee segments. Harness workforce personas to save money on the next rollout of Microsoft Office, anticipate adoption barriers for workforce technology, and increase satisfaction with advanced collaboration or mobility tools. The end game? Persona-driven provisioning. See the December 9, 2009, “Harness The Power Of Workforce Personas” report.

2 Groundswell technologies — social, mobile, video, and cloud — put tremendous power in the hands of customers. Only empowered employees can respond at the speed of empowered customers — and they’re often information workers outside of IT. We call these innovative information workers HEROes — highly empowered and resourceful operatives. The HERO Index is a new tool we have developed to measure just how empowered and resourceful your own employees are. Our data reveals that some industries (like technology products and services) and job descriptions (like marketing and nonretail sales) harbor more HEROes than others. Your new job is to find the HEROes in your organization and to encourage

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and support their innovative applications. See the June 18, 2010, “The HERO Index: Finding Empowered Employees” report.

3 As businesses embrace mobility, infrastructure and operations professionals are facing new challenges. But gone are the days when stodgy IT departments fight this business imperative. Most organizations today are simply trying to get smarter about how to manage and secure their increasingly mobile population and distributed assets. What can you do? The key is to make mobile device management and security the foundation of your business’s mobile strategy. By doing this, your business will be well-positioned for the next phase of mobility, which will be driven by line-of-business applications, mobility shifting down the corporate pyramid, and a phenomenon we call Tech Populism. See the July 22, 2008, “Build Your Business’s Mobile Strategy Around Device Management And Security” report.

4 Source: Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2010.

5 Among the four important lessons learned in supporting iPhones, Forrester included creating a community-led support model and encouraging self-service. As the companies we interviewed have done, your internal iPhone community can support itself if you provide a moderated wiki (to keep inappropriate security workarounds from being widely shared). Your own help desk can of course contribute its expertise to the community support site. See the April 10, 2009, “Making iPhone Work In The Enterprise: Early Lessons Learned” report.

6 IT security investment has been faring relatively well through the economic downturn, and budgets appear to be strengthening, most notably in the area of new product purchases. Data security and network security top the technology areas of investment and attention, and application security continues to show signs of maturing in terms of enterprise practices as well as adoption of tools and services. Meanwhile, interest in and adoption of managed security services continues to grow across a broad array of areas, driven more by the improved protection it offers rather than a pure operational cost-savings argument. IT security groups continue to grapple with changing IT infrastructure and evolving business demands — yet, while cloud computing gets a lot of media attention, consumerization of IT registers the highest level of concern by IT security decision-makers. See the January 25, 2010, “The State Of Enterprise IT Security And Emerging Trends: 2009 To 2010” report.

7 As workers become increasingly distributed and mobile, work will no longer be confined to always- connected devices. And as firms onboard this younger and more tech-savvy generation of employees (Millennials), who have loftier mobility expectations of IT than Baby Boomers, IT professionals are finding themselves supporting an increasing diversity of mobile devices, OSes, and applications, some of which often conflict with established corporate standards and sourcing practices. IT is also facing heavy pressure to support personal and consumer-grade mobile devices and applications. As a result, firms are struggling to keep pace with a twofold challenge: 1) mobile device management, and 2) mobile security. To help IT professionals with their 2010 to 2011 strategic planning, we have compiled a list of 20 best practices for providing improved mobility support to the business. See the October 21, 2009, “Twenty Mobile Device Management Best Practices” report.

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8 Source: Douglas Soltys, “Introducing BlackBerry Enterprise Server Express,” Inside BlackBerry, February 15, 2010 (http://blogs.blackberry.com/2010/02/introducing-blackberry-enterprise-server-express).

9 Source: “Understanding Exchange ActiveSync,” Microsoft TechNet (http://technet.microsoft.com/en-us/ library/aa998357.aspx).

10 Source: Mary-Jo Foley, “Microsoft rolls out Beta 1 of next-gen systems-management product,” All About Microsoft, May 26, 2010.

11 In Forrester’s 92-criteria evaluation of mobile device management vendors, we found that RIM and Sybase lead the pack with their superior mobile device configuration, management, and security capabilities and strongest market presence. Not far behind, however, are Motorola, Good Technology, and Microsoft. See the April 27, 2009, “The Forrester Wave™: Mobile Device Management Solutions, Q2 2009” report.

12 Source: “SAP to Acquire Sybase, Inc.,” SAP press release, May 12, 2010 (http://www.sap.com/press. epx?pressid=13202).

13 Source: “McAfee Acquires Trust Digital,” McAfee press release, June 3, 2010 (http://www.mcafee.com/us/ about/corporate/mcafee_trustdigital.html).

14 Understanding how information workers use smartphones and applications enables marketing executives across the mobile value chain to successfully develop products and services to address the needs of these workers. Currently, 13% of information workers use smartphones for work at least weekly, and we expect this segment to grow significantly as more employees work away from their desk or telecommute. Many information workers purchase and use smartphones that are not approved or supported by the IT department, creating security concerns for IT professionals. Information workers are going beyond vanilla email, calendar, and personal information management (PIM) applications, tapping into mobile application stores or operator portals to try out instant messaging, productivity apps, and location-based services. See the November 20, 2009, “Understanding Information Worker Smartphone Usage” report.

15 Desktop operations managers are watching their computing environment change. There are now more types of devices and more varieties of operating systems entering the enterprise than ever before. This is leading to an architectural shift, one that moves the “desktop” environment away from the physical device and to the virtual device. At the same time, these desktop professionals are watching their jobs change: Desktop operations teams are now responsible for the security and disaster recovery of the devices (both physical and virtual) that they manage. This means that IT organizations need client management solutions that not only help them manage and secure today’s more standardized PC environment but will also be able to support the desktop of tomorrow — one that is more virtual and heterogeneous than ever before. See the July 29, 2009, “Market Overview: Client Management Suites” report.

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