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If you’ve been keeping up on news from around the enterprise technology sector, you might be convinced that MAM, the mobility approach that started it all, is dead.

Even on our blog, we’ve been talking about just about everything except MAM. With up-and-coming technologies like embedded app stores and augmented reality¬†constantly on our mind, it’s been a while since we’ve mentioned the seemingly lowly MAM. Don’t let that fool you: MAM isn’t dead.

Case in point is a conversation we recently had with someone interested in App47. They had their own MAM platform they’d developed a few years ago, but it was relatively proprietary and was getting out of date. In other words, their MAM platform was a single point of failure. Outside of the people who wrote it, no one understood the code and no one could really make changes.

Still, their need for a MAM wasn’t going away. On that front, they checked all the normal boxes: they needed to distribute apps to multiple constituencies (internally and externally). They needed to be able to collaborate with some of their partners. They needed the ability to customize and to track usage data. And, of course, they wanted an inexpensive solution that was easy to manage. Sound familiar?

At this point in the market, it’s easy to forget that many companies still need a MAM platform. MAM may be commoditized, and it may not be as popular a solution as it once was, but it’s still very much an option for those companies that need something simple. We at App47 still have our own MAM and are happy to offer it to clients that need it.

With all of that said, now is as good a time as ever to review your MAM deployment (if you have one) and make sure it’s up to date. MAM may not be the most popular approach to enterprise mobility these days, but it’s still very much alive and thriving.