Mobile Application Management (MAM)

Mobile Application Management (MAM) refers to the centralized management, configuration, security, and distribution of mobile applications on end devices — without necessarily placing the entire device under full management. While an MDM system controls the complete device, MAM operates specifically at the app level, protecting the corporate data processed within those apps regardless of whether the device is company-owned or personal. Typical functions include copy-and-paste restrictions between managed and personal apps, encrypted data storage within business applications, and the selective deletion of corporate data without affecting personal content.

MAM is particularly relevant in BYOD scenarios, where employees use their personal devices for work purposes. Since many employees perceive full device management by their employer as an intrusion into their privacy, MAM offers a balanced middle ground: corporate data is protected at the app level, while the rest of the device remains entirely under the user's control. This significantly increases the acceptance of BYOD programs while simultaneously reducing the risk of uncontrolled data sharing.

A company with a hybrid working model can use MAM to ensure that its email app, internal CRM, and collaboration tools are equipped with defined security policies, while employees on the same device can use personal apps without restriction. For public authorities looking to grant external service providers temporary access to specific specialist applications, MAM offers a privacy-compliant way to secure that access without managing the providers' personal devices.

The key advantage of MAM lies in the targeted protection of corporate data without the administrative overhead of full device management. Where comprehensive device compliance, operating system control, or inventory management are required, however, MAM and MDM complement each other to form a coherent end-to-end mobility strategy.

MAM and MDM are not mutually exclusive — in modern IT environments, the two approaches frequently work hand in hand. How both can be combined within a central management strategy for mobile devices is illustrated by a closer look at the available options.