Businessmodel of MobileIron

Customer Segments

MobileIron serves a broad range of commercial and institutional clients, spanning multiple industries. The Company lists the following industries in which it has customers:

• Telecommunications, including telecommunications companies, internet service providers, media companies, cable network operators, and other communications providers;
• Financial Services, including banking institutions, insurance companies, asset managers, and other financial service providers;
• Healthcare and Pharmaceutical, including healthcare providers, medical technology companies, pharmaceutical producers and distributors, and medical service companies;
• Education, including higher education institutions and research organisations;
• Government, including municipal, state, and federal government bodies, as well as public bodies and government agencies;
• Manufacturing, including manufacturers of various consumer goods, electronics, and industrial products and components;
• Technology, including technology companies, information technology service providers, and software companies;
• Retail and Hospitality, including physical and digital retailers, restaurants, hotels and other hospitality businesses; and
• Transportation and Travel, including travel companies, airlines, travel agencies, and logistics providers. MobileIron names a number of its clients on its website. This includes high-profile companies such as Sky, Standard Life, Barclays, NASDAQ, NHS, Netgear, Lidl, Equinix, and Eurostar.

MobileIron serves a global client base spanning across the Americas, Asia Pacific, and Europe, with its native US remaining its key market.

Value Propositions

MobileIron provides value to its client in the following ways:

• Its industry standing and reputation, with the Company established as a leading provider of mobile information technology solutions, having a positive tack record demonstrated by its ability to secure business from high-profile and influential clients;
• Its diverse portfolio of solutions, with the Company offering a wide range of products and solutions that cater to the needs of commercial enterprises across multiple business sectors, including device management, content management, and application management solutions;
• Its proprietary technologies, with the Company utilising a range of proprietary technologies in the development and delivery of its solutions, making its service offerings unique within the industry; and
• Its international reach, with the Company serving an extensive client base in its native US, as well as a significant customer base across markets in the Americas, Asia Pacific, and Europe. ### Channels

MobileIron operates a website at www.mobileiron.com, through which it provides information on its products, solutions, partners, and target industries. The Company does not operate an online sales channel. It does, however, allow clients to register for free trials and arrange software demonstrations through the Company’s website. The Company also offers mobile applications that can be downloaded via the Google Play Store and Apple App Store.

MobileIron makes sales primarily through its direct sales force, which can be contacted through the Company’s website as well as over the phone. The Company’s sales organisation is divided by geographic region, with the Company operating offices across the Americas, Asia Pacific, and Europe, Middle East and Africa, including locations in Japan, India, the UK, Singapore, and France.

MobileIron additionally serves clients through a network of channel and distribution partners. This includes various value added resellers, corporate resellers, distributors, global systems integrators, and mobile operators.

Customer Relationships

While MobileIron does not sell its products and solutions on a self-service basis, it does allow customers to organise free trials, and software demonstrations directly through the Company’s website. The Company also offers mobile apps on a self-service basis via Android and iOS app stores.

MobileIron makes the bulk of its sales through its direct sales force, the members of which consult closely with corporate and institutional clients in order to ensure that they are provided solutions that are scaled and tailored appropriately. The Company’s largest clients are additionally afforded their own account management teams that work with these clients on an ongoing basis.

MobileIron offers ongoing support to its customers, who are able to contact the Company regarding technical enquiries and complaints over the phone or online. The Company provides a range of support resources through its website, including FAQs, webinars, white papers, datasheets, and analyst reports.

Additionally, MobileIron operates several social media accounts – including with Facebook, Twitter, LinkedIn, Google+, and YouTube – through which it is able to interact directly with clients and publish corporate updates.

Key Activities

MobileIron provides a range of mobile information technology solution, primarily its flagship mobile solutions platform. This platform is designed to help enterprises and institutions manage and secure mobile applications, content and devices, as well as ensure enterprise security. MobileIron additionally offers arrange of tools, including cloud security through MobileIron Access and Windows security through MobileIron Bridge.

The Company serves clients across various industries, including across the financial services, government, telecommunications, healthcare, retail, and education sectors. It is based in the US, but serves a global client base organised across the Americas, Asia Pacific, and Europe, Middle East and Africa.

Key Partners

MobileIron works closely with a network of partner companies and organisations that support and extend its operations. These partners can be organised broadly into the following categories:

• Supplier and Vendor Partners, including suppliers of equipment, tools, and services that are utilised in support of the Company’s core software development and implementation of operations;
• Channel and Distribution Partners, comprising the Company’s network of value added resellers, corporate resellers, distributors, global systems integrators, and mobile operators that extend the Company’s in-house sales and marketing reach;
• Service Partners, including a network of authorised training partners, consulting firms, and professional services providers that work closely with the Company across the entirety of its enterprise;
• Technology Partners, including technology companies, software developers, and application developers that work with the Company to create joint and integrated solutions; and
• Strategic and Alliance Partners, including market leading companies across a range of sectors with which the Company collaborates on various joint projects, including in branding, marketing, and development. MobileIron names a number of its partners on its website. This includes device and operating system partners such as LG, Huawei, Dell, Acer, Intel, Samsung, Motorola, Panasonic, and HTC.

Key Resources

MobileIron’s key resources are its proprietary technologies and intellectual properties, its software products and platform, its IT and communications infrastructure, its sales and distribution networks, its partnerships, and its personnel.

MobileIron protects its core technology and intellectual property using federal, state, common law and international intellectual property rights, including patents, trade secrets, copyrights and trademarks. According to its annual report, as of 31st December 2016, the Company owned 40 patents worldwide covering various enterprise mobile management technologies.

MobileIron also owns and or leases a number of physical properties that comprise its office network, including properties in including offices in the UK, Germany, Netherlands, Japan, Singapore and India.

Cost Structure

MobileIron incurs costs in relation to the development of its technologies, the development of its software solutions and platform, the maintenance of its IT and communications infrastructure, the procurement of services, the operation of its sales and distribution channels, the management of its partnerships, the implementation of advertising and marketing campaigns.

In 2016 MobileIron recorded total operating expenses in the amount of $199.72 million. This included research and development expenses in the amount of $67.40 million, sales and marketing expenses in the amount of $101.76 million, and general and administrative expenses in the amount of $29.70 million.

Revenue Streams

MobileIron generates revenue through the development and sale of mobile management software solutions, as well as the provision of related services. The Company derives its revenue in the form of sales contacts, subscriptions to its platform, and the licensing of its software.

In 2016 MobileIron generated total revenue in the amount of $163.93 million, up on the $149.30 million recorded by the Company in 2015. The Company generated perpetual license revenue in the amount of $45.78 million, subscription revenue in the amount of $61.36 million, and software support and services revenue in the amount of $56.79 million.