The rise of the mobile customer brings EA and I&O professionals new demands and new opportunities. It does more harm than good to redefine APM to include them all, as APM is currently well established and well understood industrywide. However, APM has evolved considerably over the years. This report presents an updated APM/mAPM reference model that emphasizes mobile customers and application technology changes but that remains focused on managing the performance of applications. It tells I&O pros what is and isn't in APM/mAPM today.