Google puts Android to Work

A blog post from Kate Pearce, Director of Mobility Research & Consulting, Compass Intelligence.

There is no denying the impact that Google has in the consumer-focused mobile industry. Just in terms of number of devices in use, Google’s Android operating system dominates the smartphone market. With roughly an 80% global market share, Android’s consumer footprint is undeniable. In the US market, Compass Intelligence estimates that Android is roughly 48% of the OS market.

But, its presence in the enterprise space is a different story. With roughly 25% market share of business mobile (source: Citrix Mobile Analytics Report) Android in the enterprise is a drop in the bucket compared to consumer. However, that may be about to change.

Google announced Wednesday a new initiative—Android for Work—that introduces new enterprise capabilities to the OS. Android for Work will combine the flexible and open nature that Android is renowned for with the enhanced security and management capabilities that enterprise demands. These new business features are built into Android 5.0 and are available through a downloadable app for Android 4+ devices.

Android is renowned for its flexibility and Android for Work promises the same ease of use. For instance, internally developed enterprise apps can be self-hosted on premise or hosted by Google. The solution is customizable allowing for hardware, software and services designed to accommodate enterprise needs.

New security features are a principle element of Android for Work. Google discussed a three-layer security solution that includes separation, data protection, and app security.

• Separation will allow for a dedicated work profile unique from personal apps.
• Data protection allows for all business data to be encrypted and remotely wiped.
• App security will limit download to IT approved apps.

These security features speak particularly to industries where Android has a relatively strong presence. Government, public administration, and healthcare are among the leading industries to embrace Android, all industries that have elevated security requirements.

In addition to security features, the announcement also focused on management capabilities. Android for Work will allow simple and efficient remote management of the device. A new managed provisioning process allows for a secure work profile to be created on each device.

Android for Work features APIs for complete app management via EMM solutions. Apps can be able to be remotely distributed and managed based on enterprise needs. Google Play will remain the source for app downloads and management, but IT administrators will be able to establish rules regarding approved apps for download.

Apps will display with a Work badge signifying that the app and its data are administered inside of the work profiles. IT administrators can determine whitelist apps and control installs and updates for business users.

The Android Work announcement comes on the heels of enterprise market share loss in most regions from 2013 to 2014 (source: Citrix Analytics Report). With the exception of Asia Pacific where Android experienced mobile OS market share growth in 2014, the OS experienced a market share slide of several points in most regions. With the renewed enterprise initiative, Android may be able to recapture a portion of this lost market share.

As more work shifts to alternate devices, the security and management features embedded in a mobile OS will become a central aspect in an enterprises’ security strategy. Android’s announcement speaks to this growing enterprise focus on mobile capabilities and ensuring enterprise its standards exist on mobile devices as well.

For more information on this article, please contact Kate Pearce at kpearce@compassintelligence.com.

For more information about Compass Intelligence’s coverage of the Mobile & Wireless Industry, please click here.