The Microsoft Enterprise Mobility Suite Needs to Be Renamed: Here’s Why

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The Microsoft Enterprise Mobility Suite Needs to Be Renamed: Here’s Why on

Calling it a mobility suite discounts all the other amazing features Microsoft offers


We live in a world of acronyms. If we can make it shorter and say it faster, that’s what happens. Customers often do this to companies, whether those companies like it or not. All the money spent coming up with a product’s name gets thrown out the window. Customers want to call it something else.


Smart companies bow to the demand and adopt the acronym. That’s how Kentucky Fried Chicken became KFC. Which brings us to the Microsoft Enterprise Mobility Suite. It needs to be renamed, and here’s why.


This collection of powerful products builds an essential platform for doing business in the modern mobile age. You can manage different device types from within a unified environment. Its footprint touches both the cloud and on-premises. Microsoft Enterprise Mobility Suite tames the frustration and security threats caused by employee-owned devices.


Calling Microsoft Enterprise Mobility Suite by its name is a mouthful. It’s why many IT professionals have already begun to call it by its acronym. Short and sweet. EMS.

State the nature of your emergency

The problem with this is that the acronym is already taken. If you announce that your company is about to start using EMS, you can be misconstrued. Someone might think you just told them that your company has the need of emergency medical services.

What’s in a name?

But even if it weren’t for the unfortunate acronym, the name still doesn’t do the product justice. Microsoft often uses a generic naming strategy for products. It’s an efficient way to create a brand that positions itself in the marketplace. A generic word can achieve category ownership.


Take Microsoft’s popular word processing product. Can you get any more generic than “Word”? It describes the function of the software. It works perfectly.


It should work just the same for Microsoft Enterprise Mobility Suite, but this name doesn’t really give insight into what the product is really capable of. Which is a shame because it does quite a lot. Lucky for you, we covered all of it in a four-part series:


1. Identity and access management in the cloud (Part 1)

2. Information protection (Part 2)

3. Device and application management (Part 3)

4. Advanced threat detection (Part 4)

A better name?

Microsoft has the right idea: Name a product after what it does. In this case, though, “Enterprise Mobility Suite” just doesn’t encompass the totality of what they’re offering—and the acronym’s already been taken. When you use Microsoft Enterprise Mobility, everything works beautifully together. Maybe it should be called Microsoft Kumbaya instead.


Interested in learning more about Microsoft EMS and how it can help your enterprise? Give MessageOps a call at 877-788-1617 or request a consultation and we’ll reach out you.

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