[r00fus]

Awkward naming aside, it seems like this is very similar to what Apple did in iOS2.0 with iOS Enterprise Developer program.

"Google Play for Work allows businesses to securely deploy and manage apps across all users running Android for Work, simplifying the process of distributing apps to employees and ensuring that IT approves every deployed app"

Leaving aside exactly how it's done, the end goal is the same: If I am Example Inc's CTO, I can now have my staff develop Example Inc Android apps that are neither sold on Play store nor side-loaded.

Apple requires running your own App Store server, I'm fairly certain Google will probably make it more cloud centric.

Glad they're finally stepping up on this front.

[bonn1]

I think you are confusing use cases, the iOS Enterprise Developer program is something totally different. It serves companies who want to either test own apps within the organization or use own apps just for internal use (like intranet apps). Meanwhile the program got rather abused for doing test flights and beta tests.

What Google does is different: the company IT can decide which apps are allowed and they can automate installation, e.g. company xy wants to install Salesforce, Trello, and 5 other apps on company devices in addition to the OS apps.

[jon-wood]

Google Apps has supported private Play channels for ages, allowing you to use the same Play app to install business apps restricted to only users in your Google Apps account. This seems to be more about being able to automatically push those apps to your user's phone.