Can 3LM Use the Android Platform to Achieve E2E Mobile Management Headway

| Feb 17, 2011 | Mobile Device Silicon | Analyst: Ron Westfall

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Event Summary

February 15, 2011 – Three Laws Mobility, Inc. (3LM), a subsidiary of Motorola Mobility Holdings, Inc., in conjunction with HTC Corp., Sony Ericsson, Pantech Co. Ltd and Sharp Electronics Corp. (Sharp), announced plans to launch a complete end-to-end mobile management solution based on the 3LM Android enterprise platform. 3LM will offer the first mobile management solution for Android devices that supports all of the critical IT device policies commonly requested by businesses and governmental entities, and is designed to enable the adoption of Android devices among enterprise users by addressing ease, cost-of-management and security concerns of IT managers and chief information officers.

Quick Take

Analytical Summary

• Current Perspective: Moderate on 3LM announcing its plans to launch an end-to-end (E2E) mobile management solution based on its 3LM Android enterprise platform. On the plus side, 3LM commands the backing and deep resources of Motorola Mobility to navigate the challenges of selling into IT/enterprise channels over the long term and has enlisted an impressive array of partners, including HTC, Sony Ericsson, Pantech and Sharp to boost the marketing credibility of its mobile management solution. 3LM (founded by ex-Google employees) is positioned to capitalize on the escalating demand for integrated IT support and management of Android mobile applications within enterprise environments. On the concern side, the 3LM Android enterprise platform must play catch up with the BlackBerry and Apple iOS mobile OS regimes and counter the rising Microsoft Window Phone 7 alternative in meeting the more rigorous mobile security and cost demands of IT operations in relation to consumer expectations. There is also the risk that 3LM will fall short of its ambition of providing a comprehensive enough E2E mobile management solution and could end up interjecting yet another mobile management platform (for Android) that runs in parallel with other mobile enterprise platforms, thereby generating more complexity and confusion for IT/security customers.

• Vendor Importance: High to 3LM since the company needed to unveil a robust alliance of high-profile mobile device players to sustain the marketing momentum gained from its acquisition by Motorola Mobility. This puts the company in a better position to at least drive Android enterprise platform direction that potentially segue ways into a bona fide E2E mobile management solution for the IT realm. The announcement also enables 3LM to promote the potential benefits of its 3LM Android enterprise platform in meeting the E2E mobile management needs of IT customers and prospects in areas such as security, management costs and ease of integration.

• Market Impact: Moderate on the enterprise mobility segment and the overall mobile ecosystem realm since the alliance backing the E2E mobile management solution based on the 3LM Android enterprise platform still has a great deal to prove and so will not prompt immediate rival product development and marketing responses. The mobile device management market is already crowded and it remains unclear how 3LM will establish a robust niche in this area. RIM will assert that its RIM BlackBerry Enterprise Server (BES) represents the current gold standard for mobile device management (MDM), which puts it in a better position to drive and evolve multi-OS, centralized mobile management schemes than 3LM attempting the same feat by using the nascent and relatively unsecure Android enterprise platform to achieve the same goal.

Likewise Microsoft with its massive presence and channels within the IT/enterprise space and the acceptance of its ActiveSync platform among business customers can plausibly assert that it is in the better position to support E2E mobile management schemes over the long haul, including potential broader acceptance of its Windows Phone 7 OS platform which received new market credibility in the strategic alliance with Nokia. Fujitsu launched its smartphone management service at MWC, which starts with Symbian and Microsoft support but could very well entail Android support down the line. It remains unclear if 3LM will fare against a wide range of MDM players that have already implemented or plan Android support as part of its MDM proposition, including Sybase, MobileIron, Odyssey Software, Good Technology and Tangoe. MobileIron, for example, already enjoys heavyweight channel partners, such as Vodafone and AT&T, using its Virtual Smartphone Platform to extend managed services to enterprises, including multi-carrier multi-OS device management. 3LM, despite its Motorola Mobility backing and impressive set of new partners, will have its work cut out distinguishing itself with the overall mobile ecosystem both on the IT/enterprise and service provider side.

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Current Perspective

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