Apple, Google Marketing Strategies Give Rise to Bring Your Own Device Culture in Workplace

The marketing war between Apple and Google over a larger share of the smartphone and tablet computer pie has give rise to a new culture in the workplace. Independent technology analyst Ovum calls it the "Bring your own device" (BYOD) phenomenon.

Since Apple and Google's marketing and product strategies for the iPhone and Android are aimed mainly at the consumer market and not the enterprise market, it has reduced the role of IT departments and handed control to employees as they use their tablet computers and smartphones for work-related functions.

Ovum consumer impact IT analyst Richard Absalom pointed it the phenomenon increases device data security and presents management challenges for organisations.

"In the past, enterprises have driven adoption of the latest computing hardware, having been courted by device manufacturers and distributors for large volume orders. However, the huge popularity of iOS and Android devices in consumer markets means enterprises are now having to respond to employee demand to use devices that the enterprise has no control over, to access corporate data and applications," Mr Absalom explained.

"This is shifting enterprises away from the traditional model of IT department control and forcing them to plug the gap with a BYOD strategy. With Apple and Android driving the BYOD trend, the individual employee will become an increasingly important primary device channel into the enterprise," he added.

Mr Absalom foresees the trend going on a medium-term period as long as Apple and Google maintain their current market strategies because consumers would replace their cellphones and tablets at a faster rate than their employers can afford and they use their newest gadgets to boost productivity in the office.

To fill in the security gap that the BYOD phenomenon has brought are mobile device management (MDM) platform vendors which have exhibited extraordinary growth in the past 12 months, the Ovum reported noted.

Mr Absalom stressed the Apple's periodic release of new gadgets and OS makes it relatively easy for companies to keep employee-owned devices manageable and secure, but the rise of Android and Windows phone would increase security issues since it would be spread across a growing number of devices.

Mr Absalom concluded that MDM vendors would continue to play an important role in maintaining IT security since it would be unrealistic for company IT units to keep up with every device, platform and API update to keep the firm's data secure.