Sapho's user interface and push notifications will play well with millennial managers who have grown up using consumer-focused web apps from Google and Facebook, says Gartner’s Baker. It's a digital native generation raised on push notifications that interrupt their workflows, if only for a few brief moments. "It fits seamlessly into a behavior that is already well established. And that gives [Sapho] an advantage to go to market.”
Several other smaller companies, including StarMobile, Capriza and Alpha Software as well as incumbents such as IBM, SAP, and Kony and have built similar RMAD tools. Baker says the startups have a first-mover advantage, while the incumbents are offering more comprehensive suites with analytics and other capabilities that boost their prices. "The RMADs are a lot cheaper and easier to engage with," he says.
If VMware’s Iyer has his way, Baker will have to add VMware to the mix. The software maker plans bundle vApprove within the company’s Airwatch mobility management software and offer it as standalone app, Iyer says. He says the company is considering charging an a la carte price of 99 cents per month, per user for vApprove. “There are several takers for it.”
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