Best practice guidelines to optimise and grow your existing EMM accounts

“Mobility has evolved from something companies dabble in, into what companies are now using to reinvent themselves.” – TechTarget.

Such is the importance of mobility management and its role in the future of every enterprise, that companies are acutely receptive to new possibilities and opportunities around their mobile strategy. Device and application updates, developments, and ongoing releases create an ideal environment for high level EMM resellers to upsell and cross-sell products to their customers.

This guide explains how resellers can optimise and grow their EMM accounts, capitalising on this rapid and exceptional expansion in the marketplace.

The growth of mobility

The worldwide market for enterprise mobility management solutions will virtually triple, reaching US $4.5 billion by 2020, up from US $1.7 million by the end of 2016. Much of this stems from vendors succeeding in ‘land and expand’ strategies, through which they migrate customers into higher-tier packages, upselling additional products and services from partners.

“The data shows that organisations are finally implementing best practices for mobile architecture, user experience, security policies and standards. As they make progress across these fronts, they will quickly discover that this will require more advanced and integrated solutions from their technology partners.”
 – VDC Research

The EMM of the future will include not only the internet of things (IoT), wearable technology and multiple platforms, but wholesale changes to companies’ IT infrastructure.

To prepare for this new environment, resellers need to be aware of the many shifts in the EMM ecosystem in order to optimise and upsell existing accounts.

Bring your own device (BYOD) practices are becoming the norm

As this practice becomes ever more widespread, resellers will eventually need to cater to the increasing diversity of users’ devices. 74% of businesses are already using, or intend on adopting, BYOD practices. Beyond the mobile devices resellers are well versed in – mobiles, laptops, and tablet – this includes wearable technology such as watches, devices integrated into objects such as cars, and many other applications yet to emerge.

Wherever possible, the aim is to be platform neutral, giving your customers complete freedom of choice over the EMM project they will embark on now or in the future. Don’t restrict your customers to a certain technology type. When future-proofing your customer’s EMM strategies, bundled solutions are unlikely to be the most appropriate options.

“But only time will tell whether they [bundled solutions] fully translate to address the huge diversity of mobile computing and the demands of employees. Buyers will have to remember that it is often employees driving mobility in enterprises, as our survey shows. Above all, EMM is changing and requires us to rethink its definition as an increasingly diverse array of adjacent technologies are starting to change where the market's heading.” – Enterprise Apps Tech

Cloud computing

We argue that cloud computing will gradually supersede on-premise computing. Benefits of cloud computing are already clear cut, enticing numerous businesses to reassess their infrastructure and consider the change.

According to Deloitte:

  • 50% of businesses feel that cloud technology has already led to an increase in productivity.
  • 52% of businesses state that they now approach technology investments for strategic value.
  • Productivity ranks first of all the reasons companies have for investing in cloud technology.

You need to be ready to advise customers on relevant cloud computing solutions and types - whether public, private, or hybrid - and the various advantages that they can achieve thereby.

Enterprise marketing

Overall enterprise marketing can radically improve through implementing mobility solutions. Because data can be collected, stored, analysed and accessed or distributed at high speed (virtually in real time), your customers can determine their needs more easily, helping resellers to recognise marketing opportunities.

This has several advantages:

  • Your customers gain a more consistent experience.
  • There is a more developed dialogue between reseller and customer.
  • Campaigns to target upselling and cross-selling opportunities can be developed, nurturing existing relationships and retaining customers.

By working closely with your customers and keeping lines of communication open, you can position yourself as a trusted advisor, and the first point of contact when their requirements begin to change.

Each of your customers will have different levels of mobile maturity. Make sure you know what stage they’re at, and what they’re likely to require next, shaping your targeting around this knowledge. Better targeting of mobility solutions gives you the opportunities to increase response rates, identify cross-sell and upsell opportunities, and achieve recurring revenues.

Security issues

Pretty much every mobility solution has a corresponding security concern, raised especially by your customer’s boards. Simply allowing employees to take any corporate device outside the business premises entails some risk, whether from theft or loss, or the increased potential for hacking.

According to Crowd Research Partners:

  • 54% of businesses are concerned that end users download unsafe apps or content.
  • 39% of businesses see security as the biggest inhibitor to mobility adoption.
  • 12% of businesses see employee privacy as the biggest inhibitor to mobility adoption.

As a reseller, you need to balance the natural fears that your customers have over security (and their consequent reluctance to implement mobility solutions) with the opportunities to upsell or cross-sell security products.

In many cases, the mobility-related products themselves incorporate security aspects. For example, higher spec EMM solutions are able to prevent unauthorised users from accessing corporate devices, can deliver greater levels of authentication, and containerise devices so the end user remains protected.

Without confidence about security, your customers will not proceed with mobility enterprise management, so it’s important to get it right, ahead of wider considerations.

When asked about the biggest mobile security challenges in the coming years, Kevin Beaver, an independent information security consultant, explains, “things are just going to get more complicated. We're going to continue to struggle to get our arms around things, especially if management isn't on board”.


EMM can facilitate dramatic diversification for businesses. Deployments will become more complex as the scope of mobility changes and enterprises may challenge themselves to create their own mobility structure. Resellers need to be there every step of the way, entailing everything from consultancy offerings to indicating the next big mobility trend coming to market.

In each case, EMM resellers can play a central role in the expansion of these new opportunities. For resellers, this new diversity has multiple advantages. “Companies providing EMM products and related services have an opportunity to wrap additional services around those offerings. They are able to cross-sell and upsell a variety of other services along with managed mobility service." – Kathryn Weldon, a research director at Current Analysis.

In a nutshell, the majority of businesses are still getting to grips with EMM, so they require a great deal of help. As a reseller, you should offer guidance in:

  • Selecting and implementing products and solutions across MDM, MAM, and MCM.
  • Implementing solutions, monitoring their effectiveness and building their benefits throughout the enterprise.
  • Identifying further opportunities for your customers to elevate their mobility strategy, identifying forthcoming trends such as IoT and wearables.


It is important for resellers to act as trusted advisors to their customers, offering them valuable EMM products and services which integrate well with their existing IT infrastructure and the aims of the business. There is always a danger in over-pressured upselling or cross-selling, especially in a new and untried area where your customers may feel exposed or under-prepared.

Nevertheless, the opportunities over the coming years to expand and broaden the range of EMM solutions is enormous. With careful preparation, this could be a game-changing area for many customers and their resellers alike.


  • Think: The EMM market will triple by 2020, reaching $4.5 billion according to recent estimates. This will open countless opportunities for existing EMM accounts to expand. What opportunities are open to you and how can you help your customers to expand?
  • Act: The world of mobility is always changing. Be sure to stay ahead of new trends, devices, and business apps that can benefit your customer. By notifying them about upcoming changes first, you have a stronger chance of upselling and cross-selling.
  • Lead: Keep lines of communication open with your customers as this will help you to nurture long lasting relationships. You can position yourself as a trusted advisor, being their first point of call whenever they have a new requirement.
  • Share: Share success stories with your customers, regardless of what stage they are at. Whether they need MDM, MAM, or MCM solutions, they always have more room to mature, and potential competitors to keep up with. Demonstrate the benefits they can gain from investing in further ventures.

The Trusted Advisor Blueprint: The future of Enterprise Mobility Management (EMM) and why you and your customers should care about it