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Mobile application management (MAM) refers to the software and the services that provide and control access for both employee- and company-owned smartphones and tablets to mobile apps in a business context. The mobile apps in question can be either commercially available to the public or developed internally within the company. Mobile application management is different from MCM and MDM because it focuses on applications that the devices use rather than the management of the devices themselves or the content on them. MAM allows the system administrator to have less control over devices but more control over their applications, while MDM can incorporate both types of management.

With a MAM system, the company can have control over what mobile apps it provides to employees, when those apps are updated, and when they are removed from devices. Generally, MAM will incorporate an enterprise app store that is similar to the typical app store on a mobile device for the purposes of supplying updates and adding and removing apps from use. This also allows the company to keep track of how the app performs and how it is used. In addition, the system administrator will be able to remotely remove, or wipe, all data from these applications.

The major features of a MAM system include delivery, updating, wrapping, version and configuration management, performance monitoring, tracking and reporting, event management, usage analytics, user authentication, push services, crash log reporting, and user authentication. As mobile devices become much more widely used in the business world, being able to employ these features across a range of devices and operating systems becomes a much more pressing issue. MAM offers a simple solution to this problem.