According to the IDC MarketScape report, "VMware's AirWatch product, acquired in 2014, is now tightly integrated into VMware's End User Computing (EUC) business unit, which includes the company's virtual client computing and other non-datacenter software products. As an individual product, AirWatch has MDM, MAM, and MCM capabilities and is expanding aggressively into UEM and IoT use cases. AirWatch is also among the leaders in EMM to incorporate reporting data and analytics into its offering, with packages to help businesses better understand how mobile devices, apps, and data are accessed and consumed." "The EMM industry is undergoing rapid transformation as customers look to manage all endpoints — mobile, desktop and IoT — from a single, user-centric platform.