Corporates no longer have to fear being pulled onto platforms by users if they can lure those users onto the platforms they are happy with. However, consumerisation remains a powerful force in driving the selection of that approved list.“These days, if a device platform is not successful in the consumer market, then it will not be successful in the enterprise market either, outside of certain areas such as retail which may require a more locked-down approach,” IDC says.According to IDC’s research, Windows Phone accounts for 10 per cent of UK employees smartphones, compared with 35 per cent for Android and 32 per cent for iOS (BlackBerry figures are not discussed in the whitepaper).Of course, we are talking about the corporate market, not the world at large where Windows Phone is a much smaller fish.So this is the first challenge Microsoft faces: it needs great handsets to grab the attention of employee-consumers.

Get that right and the enterprise will follow – and the enterprise is where Microsoft is dominant. Most big companies run on Microsoft companies at the back end and Microsoft Office is the lingua franca of the corporate world.The three Microsoft customers IDC interviewed for its white paper were a UK professional services organisation with 2,500 staff, an NHS trust and a light engineering company. None has implemented BYOD.The light engineering firm concluded that BYOD would not be appropriate, as employees resented the Big Brother aspect of having their phones monitored and controlled and the IT professionals were wary of the costs involved.The view of the NHS trust was similar. The organisation has rolled out Samsung tablets to nurses who visit patients in their homes, primarily to improve scheduling. Improved efficiency, offering the ability to add, say, one visit a day, is the key to unlocking budgets.

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