Good TechnologyDevice Activations ReportQ4 2012Report on Platform and Device Preferences in Q4 2012, from theLeader in Enterprise Mobility good.com
Good Technology Device Activations Report Q4 2012 | good.com 2Executive SummaryAs the leader in enterprise mobility, Good Technology™ provides mobile device, app, and data security to some of theworld’s largest banks, healthcare organizations, governments, and retailers. With over 4000 customers across everymajor industry, including half the Fortune 100™, Good® has a clear view into global mobility trends and the adoption ofnew mobile platforms and devices.In an effort to extract trends among mobile device usage and preference in the enterprise, Good Technology analyzedthe mobile devices activated by its corporate customers over the final quarter of 2012.The results showed Apple® as the clear winner among enterprise users, claiming the top five spots for device activations,and more than 90 percent of all tablet activations. The iPhone® 5, released at the end of September 2012, was the mostpopular device among enterprise users, followed by the iPhone 4 and 4S, both of which also showed a surge in activa-tions over the quarter. Good attributes this spike in activations to the price drop that systematically occurs whenever anew iPhone is released into the market.Similarly, the iPad® 4, released in October 2012, came in behind its two most recent predecessors in overall device rank-ings. The number of iPad models currently available in the market is leading to increased fragmentation and suggeststhat consumers and corporate buyers are often willing to adopt older generations of device hardware in order to savemoney.Samsung® continues to reign supreme in the AndroidTM market with the Galaxy SIII® smartphone ranking as the sixthmost popular device in Q4, at six percent of all device activations. Samsung’s Galaxy Tab® was the most popular An-droid tablet in our survey with roughly three percent of all tablet activations for the quarter.Holiday season sales are not reflected in this report, as new “BYOD” purchases in mid-to-late December most likelywould not be activated until workers returned to the office in the New Year, and will therefore be captured in the Q1 2013report.Other Key Findings in the report include:• The iOS platform secured nearly 77 percent of total device activations, up from 71 percent in Q4 of 2011.• The iPhone 5 was the most popular device in Q4 of 2012, representing 32 percent of all activations for the quarter.• Android tablets are gaining momentum. Between Q1 and the end of Q4 2012, Android tablet activations jumped from 2.7 percent to nearly 7 percent of total activations. Good attributes this spike in part to the rise of hybrid phone-tablet devices such as the Samsung Galaxy Note.• The Samsung Galaxy SIII was the most popular Android device, capturing 6 percent of total device activations for the quarter.• Windows® device activations represented only 0.5 percent of activations in Q4 2012, still a distant third to Android and iOS.• When looking at types of devices, Android smartphones slightly outpaced iPads in October and finished the quarter only a fraction behind the iPad at 21 percent of all activations in Q4 2012.• Similar to past quarters, the Financial Services industry led enterprise device activations in Q4 2012, followed by Business and Professional Services. Together, these two industries make up more than half of the activations reported in Q4.• Wholesale & Retail, Manufacturing, and Energy & Utilities all moved up in ranking for overall activations, as well as iPad activations for the quarter.
Good Technology Device Activations Report Q4 2012 | good.com 3IntroductionInnovative mobile devices continue to enter the market and offer many new opportunities for enterprise use. Fromcustomer-facing workers to C-level executives, today’s highly mobile workforce prefers smartphones and tablets ascritical productivity tools. Employees want the ability to choose their own devices; and enterprises, within the boundsof their security and compliance requirements, increasingly want to support whatever devices make end users mostproductive and happy while maintaining cost controls. As a recognized leader in enterprise mobility management andsecurity with over 4000 customers across every major industry, including half the FORTUNE 100, Good Technology has aclear view into global mobility trends and the adoption of new mobile platforms and devices.The more than 4000 customers represented in this report include bellwether companies–from Financial Services,Healthcare, Manufacturing, Energy & Utilities, Legal, Government, and High Tech–making this data report a benchmarkfor enterprise mobility adoption.MethodologyThe metrics cited in this report are generated directly from Good’s internal data, as aggregated from all devices activatedacross Good’s worldwide customer base. Good analyzed activations by month among its enterprise and governmentcustomers that had at least five activated devices over the quarter, to draw conclusions on the overall trends for net newactivations across iOS, Android and Windows PhoneTM platforms, as well as determine the “Top 10” most frequentlyactivated devices in the enterprise. Analyzing both the “Top 10” devices and the long tail of net new device activationsby platform provides unique insight into not only the popularity of individual devices and form factors, but also theplatforms that enterprises prefer for enabling employees to access business data and applications. Due to the fact thatRIM devices use only the BlackBerry® Enterprise Server for corporate email access, Good does not have insight intoBlackBerry handset activation trends and they are not reflected in this report.
Good Technology Device Activations Report Q4 2012 | good.com 4Results – “Top 10” DevicesAs Figure 1 indicates, the iPhone 5 was the most popular device in Q4, representing 32 percent of all activations for thequarter and making it the leading device for enterprise activations of any iOS, Android or Windows Phone model. Thedevice, which was originally released at the end of Q3 2012, quickly rose to the top of the list, not unlike the iPhone 4Safter its October launch in 2011. Also, similar to Q4 2011 activity, Apple’s iOS platform drove the majority of activationsfrom October to December 2012, with five iOS devices holding the top five activated positions and eight iOS devices onthe top 10 list overall.The iPhone 4S was the number two device for enterprise activations in Q4 2012, representing 20 percent of activationsin Q4, down from its top spot at 31 percent in Q4 2011. The iPhone 4S was followed by the iPhone 4, with 14 percent ofenterprise activations. The surge of the iPhone 4 and 4S activations is likely a result of price drops that were applied tothose models when the iPhone 5 was released. The third-generation iPad followed, capturing the fourth spot with 11.7percent of all activations, followed by the iPad 2 in fifth place at 7.7 percent.Android devices showed their best performance vis-à-vis other devices in December 2012, likely due to many phonesbeing purchased as gifts for the holidays. Similar to the popularity of the Galaxy SII in Q4 2011, the Samsung GalaxySIII was the sixth most popular device on the list, but unlike its predecessor, the SIII occupied a much larger share ofactivations in Q4 2012 capturing six percent of total activations. Rounding out the Q4 2012 top ten device activations listwas the Droid RAZR™, with one percent of all enterprise activations. It was surprising to see that the Samsung GalaxySII did not even make the top 10 list this year, considering it was the top-performing Android device in 2011. Top 10 Devices Top 10 Devices Q4 2012: October through December Q4 2012: October through December40% OCT 201235% NOV 201230% DEC 2012 Q4 201225%20%15%10% 5% 0% iPhone iPhone 4s iPhone 4 iPad 3 iPad 2 Samsung iPad 4 iPad 1 iPhone Droid Samsung 5 Galaxy S III 3GS Razr Galaxy SII Figure 1
Good Technology Device Activations Report Q4 2012 | good.com 5Results – Net Activations by PlatformFigure 2 shows that although Android devices made gains on iOS in Q3 2011, the last quarter of that year proved aresurgence of Apple’s dominance within the enterprise. Q4 2012 is no different, with the iOS platform garnering nearly 77percent of total device activations, up from 71 percent in Q4 of 2011. Android’s share of activations actually decreasedfrom Q4 2011 to Q4 2012, dropping from 29 percent in 2011, to 22.7 percent in 2012. This decrease in Androidactivations made room for small gains to be made by the Windows Phone platform, which represented 0.5 percent oftotal activations.Given the availability of Apple’s newest smartphone and tablet hardware, Good predicted that a surge in multiplegenerations of iPhones and iPads activations would take place in Q4 2012. Tablet Activations by Platform Q4 2012: October through December Tablet Activations by Platform Q4 2012: October through December 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% OCT 2012 NOV 2012 DEC 2012 Q4 2012 TOTAL iOS ANDROID Figure 2
Good Technology Device Activations Report Q4 2012 | good.com 6Results – Net Activations by Type of DeviceFigure 3 shows activations over the quarter broken down by device type. Apple’s iOS smartphones once again led thepack in total activations by device type, representing 55 percent of activations in Q4 2012, up from 53 percent at thesame time last year. iOS tablets also continued to hold a larger percentage of the share at 21.1 percent of activations,though Android smartphones slightly outpaced iPads in October and finished the quarter only a fraction behind at 21percent of all activations in Q4 2012, a decline of nearly 10 percent from Q4 of 2011. Android tablets were unable toclose the gap with iOS tablets in Q4, coming in at only 1.5 percent of total activations. Windows Phone activations forthe quarter came in at a nominal 0.4 percent.iPads remain the top tablet: With four iPad models in the market, it’s easy to see how the iPad remains to be the ‘go-totablet’ for mobile enterprise workers. While Android tablet models such as the Samsung Galaxy Tablet and Kindle FireTMare driving a few activations, overall, Android tablets are not yet gaining widespread adoption within the enterprise. Activations by Device Type Activations by Device Type Q4 2012: October through Q4 2012: October through December December 60% ANDROID TABLET 50% ANDROID SMARTPHONE 40% iOS SMARTPHONE 30% iOS TABLET 20% SYMBIAN SMARTPHONE WINDOWS MOBILE SMARTPHONE 10% WINDOWS MOBILE TABLET 0% OCT 2012 NOV 2012 DEC 2012 Q4 2012 TOTAL Figure 3
Good Technology Device Activations Report Q4 2012 | good.com 7Results – Net Activations by IndustryAs Figure 4 indicates, the Financial Services industry once again led enterprise mobile device activations, averaging35 percent of all activations in Q4 2012, which is consistent with the results of our Q4 2011 report. Business andProfessional Services represented the second highest percentage of activations in Q4 2012, with 19 percent of all deviceactivations for the quarter, an increase of three percent year over year. Together, these two industries make up more thanhalf of the activations reported in Q4.The next closest, Wholesale & Retail, made a significant jump in the fourth quarter of 2012, moving into third place (upfrom eighth place in Q4 2011) among industry rankings, capturing six percent of all activations. The High Tech industrydropped down to number four from its third place position in 2011, but gained slightly more activations in 2012, growingfrom 4.7 to 5 percent of total activations for the quarter. The Healthcare industry, which took the fourth spot in Q4 2011with 7.2 percent of all device activations, dropped to this year’s eighth position, with an average of 4 percent enterpriseactivations in Q4 2012. % of Activations by Industry – Q4 Q4 2012: October through December Industry Oct Nov Dec Q4-2012 Financial Services 32.7% 35.9% 35.9% 34.8% Business and Professional 20.1% 18.8% 19.2% 19.4% Wholesale and Retail 5.8% 5.3% 5.6% 5.6% High Tech 4.5% 4.6% 5.0% 4.7% Manufacturing 4.4% 4.8% 4.1% 4.4% Public Sector/Government 4.2% 3.7% 4.5% 4.1% Energy and Utilities 4.0% 4.3% 3.8% 4.0% Healthcare 3.8% 3.7% 4.1% 3.9% Communications 2.8% 3.0% 2.4% 2.8% Legal 2.7% 2.5% 2.4% 2.5% Life Sciences 2.4% 2.2% 2.0% 2.2% Entertainment and Media 1.3% 1.3% 1.2% 1.3% Transportation and Logistics 1.1% 1.0% 1.2% 1.1% Other 10.3% 8.8% 8.5% 9.2% Figure 4
Good Technology Device Activations Report Q4 2012 | good.com 8Results – iPad Activations by IndustryThe percent of net monthly iPad activations for Good’s chief industries is shown in Figure 5. Financial Services showedthe most growth this quarter. In October, it accounted for 27 percent of activations, and jumped to 37 percent inNovember, finishing out the quarter with an average of 33.8 percent as the leading industry for iPad adoption. Thisincrease makes sense following Good’s recent 2012 State of BYOD report, which found the Financial Services industry(which includes the Insurance industry) to be one of the biggest supporters of BYOD. It also shows that the introductionof the iPad 4 in October 2012 led to more new device activations the following month.While Financial Services continued to own the highest percentage of activations in Q4 2012, its percentage of activationsdipped slightly from Q4 2011, when Financial Services accounted for 41.7 percent of all iPad activations. That dip islikely attributable to the fact that Business and Professional Services gained momentum this year, netting 24.7 percent ofall activations, which is a 15 percent increase from Q4 2011, wherein it accounted for 10.2 percent of activations.Wholesale & Retail, Manufacturing and Energy & Utilities all moved up in the ranking for iPad activations in Q4 2012vs. last year. Wholesale & Retail increased from 8th place last year to 4th place this year, netting 5.1 percent of totalactivations; Manufacturing moved up from 9th place to 6th place, with 3.3 percent of activations; and Energy & Utilitiesclimbed from 11th place to 8th place, with 3.1 percent of total iPad activations for the quarter. Net Activations By Industry Q1 2012: January through March Net Activations by Industry Q4 2012: January through March 40% OCT 2012 35% NOV 2012 DEC 2012 30% Q4 2012 25% 20% 15% 10% 5% 0% S S IL H G R S RE NS AL S IA R CE CE TIE CE C N O HE TA D G CA IO TE RI CT ME LE I VI EN OT RE ILI RV AT TU SE TH GH ER CI UT T& IC SE E& AC AL IC LS HI ES UN F & HE EN L L AL NU IA A UB LIF MM GY ON NM ES NC MA /P ER SI CO OL AI NA NT ES EN RT WH FI ME OF TE RN PR EN VE & GO SS NE SI BU Figure 5
Good Technology Device Activations Report Q4 2012 | good.com 9Results – Activations by Tablet – 2012Figure 6 shows that iPads continue to dominate the enterprise for tablet use. iPads accounted for 93.2 percent of tabletactivations in Q4 2012, while Android tablets captured 6.8 percent. In October, iPads accounted for 94.5 percent oftablet activations, but that number dropped back down to 91.7 percent in December.Although iPad continues to lead tablet activations, Android tablets are gaining momentum. Android has jumped from2.7 percent to 6.8 percent of all tablet activations over the course of 2012. The most popular Android tablets amongstGood’s enterprise customers included the Samsung Galaxy Tab, followed by the Motorola Droid XyboardTM, SamsungGalaxy Note, Asus TransformerTM, Kindle Fire and Motorola XoomTM.Looking ahead to Q1 of 2013, Good expects that the diversity of devices within the enterprise will continue to grow asthe “consumerization of IT” goes on, and as more enterprise IT departments around the globe begin to embrace BYOD.As demonstrated by Good’s most recent State of BYOD report, the number of organizations who have no plans tosupport BYOD is rapidly shrinking, and even the largest, most security conscious and highly regulated companies aremoving toward BYOD. With this in mind, the number and diversity of devices that corporations enable for use at workwill grow as IT organizations look to reduce costs and increase employee productivity by allowing employees to use the Tablet Activations by Platformmobile devices and applications they prefer in order to work smarter. Q4 2012: October through December Tablet Activations by Platform Q4 2012: October through December 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% OCT 2012 NOV 2012 DEC 2012 Q4 2012 TOTAL iOS ANDROID Figure 6