for ios, java, blackberry os, symbian, ios, and windows mobile, and android based mobile phones. it was launched internationally in march, 2011. there are numerous other independent app stores for android devices. enterprise management mobile application management (mam) describes software and services responsible for provisioning and controlling access to internally developed and commercially available mobile apps used in business settings. the strategy is meant to off-set the security risk of a bring your own device (byod) work strategy. when an employee brings a personal device into an enterprise setting, mobile application management enables the corporate it staff to transfer required applications, control access to business data, and remove locally cached business data from the device if it is lost, or when its owner no longer works with the company. containerization is an alternate approach to security. rather than controlling an employee/s entire device, containerization apps create isolated pockets separate from personal data. company control of the device only extends to that separate container. app wrapping vs. native app management especially when employees "bring your own device" (byod), mobile apps can be a significant security risk for businesses, because they transfer unprotected sensitive data to the internet without knowledge and consent of the users. reports of stolen corporate data show how quickly corporate and personal data can fall into the wrong hands. data theft is not just the loss of confidential information, but makes companies vulnerable to attack and blackmail. professional mobile application management helps companies protect their data. one option for securing corporate data is app wrapping. but there also are some disadvantages like copyright infringement or the loss of warranty rights. functionality, productivity and user experience are particularly limited under app wrapping. the policies of a wrapped app can't be changed. if required, it must be recreated from scratch, adding cost. an app wrapper is a mobile app made wholly from an existing website or platform, with few or no changes made to the underlying application. the "wrapper" is essentially a new management layer that allows developers to set up usage policies appropriate for app use. examples of these policies include whether or not authentication is required, allowing data to be stored on the device, and enabling/disabling file sharing between users. because most app wrappers are often websites first, they often do not align with ios or android developer guidelines. alternatively, it is possible to offer native apps securely through enterprise mobility management. this enables more flexible it management as apps can be easily implemented and policies adjusted at any time.