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Mobile application management (MAM) is a type of security management related to the use of specific mobile apps. In general, MAM is practiced in the business world to provide security for the types of software products installed on smartphones, tablets and mobile devices.
In tandem with mobile device management (MDM), MAM is part of a larger field that provides more control over a device's specific operating system (OS) and firmware settings. Both security management practices have emerged with the common use of smartphones in personal and business situations.
Specifically, MAM and MDM are emerging enterprise security components because of a phenomenon known as Bring Your Own Device (BYOD), where many employees use their personal devices to access company data, or use company-issued devices in ways that have the potential to jeopardize data assets.
In struggling with the BYOD movement and mobile security, businesses are trying to limit unauthorized use of internal data without harming the job function capability of their employees. For example, if a sales force has critical internal information in a remote database, and the company can save money by allowing sales professionals to use their personal smartphones in sales/client interactions, the company still must try to ensure that these devices are locked to unauthorized viewing or data theft.
MAM focuses on locking down mobile apps, allowing more secure information access. An example is the use of auto-login password technology. As with laptop or desktop computers, many mobile device users can set their devices up to remember individual app passwords. This streamlines logins but also means that another individual has the ability to go straight into a mobile app to view sensitive company data. MAM may include controls and techniques that disable or prevent auto-logins, allowing individual apps to be built with better overall security.