Being able to provision licenses for purchased apps through a customized app store is one component of managing your enterprise data and security. You're effectively able to select which apps are (and aren't) allowed for users to install on their own, using a customized store you set up for them. And for apps that are not self-service downloads/installs, you're able, as an administrator, to deploy apps through other methods to devices.
Once users have apps connecting to company resources and data, you can use mobile application management (MAM) to make sure users are responsibly accessing and interacting with content. For example, you could disable copy/paste functionality for Office apps to make it more difficult for data to leave your environment.
This chapter provides information about deploying apps and utilizing MAM, specifically...