Pivotal CRM - Mobile Enterprise by PivotalCRM


More Info
									                                                                                             W H I T E
                                                                                             P A P E R
Empowering the Mobile Enterprise

    Executive Summary
    In this paper, you will learn how enterprises can achieve a competitive advantage
    by giving remote workers access to complete CRM application functionality, with
    or without network connectivity. By ensuring mobile users always have up-to-date
    customer data and business rules, as well as the latest application updates and
    platform upgrades, organizations can increase mobile user productivity, and facilitate
    timely, enterprise-wide implementation of new business process improvements.
                    The Business Challenge of                                    Disconnected Use—With expectations rising,
                                                                                 organizations have even greater need for full offline
                    Mobility and CRM                                             capabilities to ensure they are never without access to
                                                                                 critical functionality and data. Effective disconnected use
                    Today’s distributed workforce requires a sophisticated       must include 100% of application functionality, a local
                    computing environment with a solid and cost effective        database containing the user’s data, and the ability to
                    solution for both data and application synchronization.      perform bi-directional synchronization between the offline
                    The complexity and expense involved in keeping data,         data and the main system.
                    application upgrades and customizations synchronized
                    with database replicas distributed across WANs, LANs,        Wireless Access—When on the road, mobile personnel
                    and mobile clients has become one of the critical factors    need to be always connected—always aware of current
                    in evaluating a mobile CRM solution.                         account and opportunity developments. Real-time access
                                                                                 to data is provided by wireless technology via web-
                    Mobile CRM solutions differ in terms of completeness,        enabled PDAs and cell phones, and is typically restricted
                    architectural approach, and synchronization method. The      to reading/writing contact, company and opportunity data,
                    key to an effective mobile solution is ensuring mobile       as well as To-Do lists.
                    users have access to all the functionality of their CRM
                    system wherever and whenever required, facilitating          Pivotal CRM’s mobile computing solution allows for all
                    peer collaboration and uninterrupted productivity.           three types of access:

                    Pivotal Mobile Sales is designed to support an               •	 Mobile users can employ Pivotal Windows Client™,
                    enterprise’s mobile workforce—whether disconnected or           or take advantage of the versatility and convenience
                    connected via broadband, dial-up or wireless—delivering         of Pivotal’s web-based client, Pivotal Rich Client™, to
                    100% of the CRM functionality and access to critical            access the entire Pivotal CRM Suite over broadband
                    customer data, anywhere, anytime from the same                  connections. For more information on the functionality
                    application and user interface as LAN-based systems.            offered by the Pivotal CRM Suite, refer to the individual
                                                                                    suite brochures.
                    Mobile Work Force Requirements                               •	 The Pivotal Mobile Client™ includes all the functionality
                                                                                    of the Pivotal Windows or Rich Client, giving mobile
                    Distributed teams are vulnerable to communication               workers offline access to the Pivotal CRM Suite, as well
                    breakdown. Nowhere is this more apparent than with              as critical prospect, customer, and product information.
                    mobile and remote sales teams where important decisions
                    can be painfully delayed, resulting in lost opportunities.   •	 Pivotal Wireless™ provides continuously connected
                    The key to overcoming broken communication is ensuring          access to real-time Pivotal CRMdata and opportunity
                    all relevant prospect, customer and product data is             information.
                    available in an offline or disconnected environment
                    seamlessly integrated into other CRM components,             Remote and Disconnected Access
                    thereby guaranteeing consistent, integrated business         Mobile users away from the office for days or even weeks
                    processes between in-house, remote and offline users.        at a time require full access to account/opportunity
                                                                                 records and product data. The Pivotal Mobile Client
                    Enterprises with highly mobile workforces require
                                                                                 is a complete, scaled-down Pivotal CRM system
                    different degrees of access to critical, accurate business
                                                                                 designed to run on a laptop, delivering complete CRM
                    information using a variety of access methods, depending
                                                                                 functionality, with or without a network connection.
                    on their current location:
                                                                                 When offline, mobile users utilize the local database for
                    Remote Connectivity—With today’s ubiquitous access           read/write access to account and product information;
                    to broadband, mobile users are able to work from the         can leverage Pivotal Sales functionality such as offline
                    field as if they were in the office. Broadband ubiquity,     product catalogs, complex product configuration, quote
                    however, has resulted in the expectation that mobile users   creation at the customer site; take advantage of Pivotal
                    always have full access to their CRM application and         Service functionality to access complete customer service
                    current data—connectivity failure or unavailability is no    records, and so on.
                    longer acceptable.

2   Pivotal CRM | White Paper
              Full platform functionality is also available in offline mode,   customized the Pivotal Wireless solution to create
              including the ability to reference Pivotal CRM data within       a sophisticated task automation and information delivery
              any Microsoft® Office application, or create, manage and         system that tightened the information triangle between
              queue email for delivery in MS Outlook®. Disconnected            its sales, research, and trading departments. The
              mobile users work as effectively and productively as             company recouped their investment in just two months
              though accessing Pivotal CRM from head office.                   as a result of dramatically increased productivity,
                                                                               revenues and margins.
              Mobile users typically work with a subset of Pivotal
              CRM customer data on their laptop and are expected to
              intermittently connect to the main or a satellite system         The IT Challenges of Supporting
              in order to synchronize any data changes. Pivotal
              SyncStream is the synchronization technology powering            a Mobile Work Force
              the Pivotal Mobile Client, enabling mobile users to              For mobile applications to achieve maximum value in
              manually or automatically send/receive data, and gain            the enterprise, they must provide full interactive access
              high performance even over low-band width connections            when disconnected. But to support such a disconnected
              without fear of data conflicts.                                  deployment, organizations need to decentralize
                                                                               enterprise databases without compromising the overall

“   Mobile functionality is adifferentiator of CRM
    salesvendors: The application is either fully
                                                                               integrity of corporate data. Reliable synchronization that
                                                                               can consolidate data from multiple inputs—including
                                                                               connected and disconnected users—is key to ensuring
                                                                               the delivery of consistent, accurate and timely information.
    functional mobile, or it isn’t: 100-percent
    disconnected functionality is the ‘gold standard’                          Companies considering a synchronization solution
                                                                               should focus special attention on four key criteria—key

    for mobile sales applications.                                             differentiators that must be carefully evaluated when
                                                                               looking for a solid and cost-effective mobile CRM solution:
                                                                Joe Galvin
                          Vice President and Research Director, Gartner Inc.   •	 Application Synchronization
                                                                               •	 Data reliability and Integrity
              Wireless Data Access                                             •	 Performance
              All mobile users require the ability to be alerted to critical   •	 Mobile Administration Cost
              opportunity and account information. Some mobile
              users only require access to specific data, but need it
              on demand. PDA-based extensions of standard CRM
                                                                               Application Synchronization
              applications are not the best answer, because of the             Pivotal SyncStream provides for centralized
              need to navigate through too many screens, which can             synchronization of all aspects of the Pivotal CRM system,
              be a frustrating experience where wireless broadband             including customer data, application customizations and
              is unavailable.                                                  platform upgrades across LAN clients, satellite systems
                                                                               and mobile clients. Customizers centrally modify the
              Pivotal Wireless fulfills these requirements by providing        Pivotal CRM system and move customizations from an
              an out-of-the-box application designed and built for             off-line development system into production with a single
              mobile users. It delivers real-time, secure (HTTPs, with         command.
              the ability to implement 128-bit SSL certificate) read/write
              access to Pivotal CRM business logic and customer data
              via wireless handheld devices, such as Web-enabled                 Pivotal SyncStream is the technology
              cell phones and personal digital assistants (PDAs).                that synchronizes all aspects of the
              Pivotal Wireless is a server-side solution that supports           Pivotal CRM system, including customer
              a variety of mobile devices, including RIM BlackBerry,
                                                                                 data, application customizations and
              Palm, and Pocket PC equipped with a micro-browser.
              No other client-side software is required. This allows             platform upgrades across LAN clients,
              users to quickly find and edit customer data, view current         satellite systems and mobile clients.
              meetings, calls and tasks, as well as edit opportunity
                                                                               Called a UFO (Upgrade From Offline), changes made to
              Custom wireless applications can easily be created to fit        the metadata repository are compressed in a message
              any organization’s mobile requirements. For example, one         and placed into the web s enterprise, and ensuring all
              Pivotal CRM customer, a major capital markets player,            users are always operating with erver outbound queue,

                                                                                                                     Pivotal CRM | White Paper   3
                    thereby distributing all application changes to the extended     If a session is interrupted or unsuccessful, the Pivotal
                    the same functionality (for more information on Pivotal CRM’s    CRM system automatically coordinates recovery. For
                    metadata-driven architecture, please refer to the white paper,   example, if a mobile system receives a message that is
                    “Pivotal CRM’s 3-tier CRM Architecture”).                        out of its numbering sequence due to line interruptions
                                                                                     during a synchronization session, the mobile system
                    LAN updates are performed first, with Pivotal SyncStream         sends a message to the parent system requesting that
                    orchestrating an orderly shutdown on the LAN so no               the missing data be sent again before any other updates
                    data changes will be made during the upgrade of                  are made. Once the missing data has been received, the
                    the enterprise server’s metadata. All LAN users are              synchronization session resumes.
                    instructed to exit the program to accommodate the
                    application update. Unattended workstations are logged
                                                                                     Fundamental Data Integrity
                    off automatically and new metadata is applied on the
                    server. When the update is processed, usually within             As organizations grow, the likelihood that two or more
                    minutes, end users can pick up where they left off and           users will be working on the same record at the same time
                    begin using the new system. Satellite upgrades follow            increases. As a result, the synchronization technology’s
                    a similar process, shutting down attached systems while          ability to prevent data corruption becomes vital. It must be
                    the update takes place.                                          able to resolve the inevitable tug of war in a graceful, fully
                                                                                     predictable and informative way.
                    When mobile users synchronize their mobile systems,
                    application and data changes are automatically                   Pivotal SyncStream does not use role-based rules to
                    synchronized in the background, allowing mobile users to         resolve the tug of war. Instead, it determines which user
                    continue working in their Pivotal CRM application. Files,        made the latest change by comparing the time and date
                    such as service packs and hot fixes, can be delivered to         stamp integral to the message—Pivotal SyncStream
                    the mobile system in the same synchronization session,           messages carry the timestamp value that a record had
                    making the traditional, resource-intensive, in-office            before the update, and the one after the update.
                    upgrade obsolete.
                                                                                     To better illustrate how Pivotal SyncStream resolves data
                                                                                     conflicts, take the example of an account representative
                    Assured Data Reliability and Integrity                           and her regional manager who are both attempting to
                    There are many kinds of CRM data synchronization                 update the same record while on the road. If the account
                    (role-based, time-stamp, etc.), each with its own pros           representative’s update reaches the enterprise server first,
                    and cons, making it critical to match requirements to            the change is applied because the original timestamp
                    vendor capabilities. For any synchronization solution, data      matched the one in the database. Because this update
                    reliability and integrity remain key. When data conflicts        succeeded, the record now has a new timestamp. When
                    arise, the ability to gracefully and accurately recover and      the regional manager’s update reaches the enterprise
                    resolve them is critical.                                        server, the original timestamp does not match the
                                                                                     timestamp in the database, so the update fails.
                                                                                     Timestamps can be thought of as version identifiers—
                    Guaranteed Data Delivery
                                                                                     every time an update occurs the version is changed.
                    Poor connections, unexpected disconnections, and                 Data synchronization changes are rejected if the version
                    line interruptions are a fact of the mobile employee’s           the change was made on doesn’t match the current
                    life. Robust synchronization solutions build in the ability      version in the database.
                    to recover lost or truncated messages automatically,
                    eliminating the possibility of data inconsistency.
                                                                                       Employing Pivotal SyncStream’s
                    Pivotal SyncStream verifies the success of each                    HTTP synchronization can yield a
                    synchronization session. Synchronization messages are
                    not deleted until a confirmation message is received from          60% reduction in connection time over
                    the recipient indicating that the change was successfully          traditional email-based systems by
                    carried out. This approach allows for a high degree                optimizing available network bandwidth.
                    of confidence that mobile databases will synchronize
                    correctly, and it protects against message loss due to
                    accidental disconnection, viruses, machine crashes, or           In this case, the regional manager receives a detailed
                    other connection problems. Lost or out-of-sequence               notification message with a shortcut to the Pivotal CRM
                    messages are recovered automatically.                            record. The message requests that the manager review
                                                                                     the record since updates were made to it, and requests
                                                                                     a re-submission of changes if those changes still make
                                                                                     sense based on the new data in the record.

4   Pivotal CRM | White Paper
A High Performance Approach to                                  basis. Since changes are distributed using message
                                                                packets, mobile systems incorporate changes in a
Synchronization                                                 disconnected environment. This is a faster method which,
Mobile users are too busy to wait for data to be                in addition to reducing the load on the database, can also
synchronized. Any mobile synchronization solution needs         result in cost savings over mail-based synchronization
to be simple, fast and powerful, and yet still offer mobile     systems due to reduced connection time requirements.
users some measure of control. It’s critical to ensure that
the synchronization solution works in such a way as to
minimize the necessity for end user interference, while             Based on Microsoft Internet Information
maximizing the user’s ability to work productively with             Server, Pivotal’s mobile synchronization
the CRM system.
                                                                    solution scales up affordably simply by
Pivotal SyncStream is automatically invoked as soon                 adding another web server.
as the mobile client makes a connection to its main or
satellite parent server. Mobile users have the option to
send in the background and continue working while               A one-step synchronization process automatically
synchronizing, as well as the ability to stop and resend        alerts mobile users when they need to synchronize,
at a later date. For example, if a mobile user has not          protecting the system from synchro nization backlogs.
synchronized for a few days and is on a slow connection,        Business rules are processed offline, resulting in faster
he or she can elect to send messages before receiving           synchronization—measured in minutes, not hours, so
any queued messages, then restore synchronization               disconnected users can gain both fast synchronization
settings when a faster connection becomes available.            and timely read-write access to the data they require.

                                                                The Total Cost of Mobile Administration
   When a mobile systemis plugged in, it’s                      Traditional synchronization systems employ a mail server
   continuously updated by the connection.                      to send and receive data between mobile and remote
   Unplug, and the database is as current                       systems. But access to corporate mail servers is often
                                                                restricted, and where it’s not restricted, monitoring of
   as the Enterprise Server, allowing Mobile
                                                                queues, inboxes and the necessary skill sets to effectively
   users personnel to ‘unplug and go’.                          administer such a system place a high overhead
                                                                burden on administration resources. Pivotal SyncStream
                                                                offers a lightweight solution in the form of HTTP-based
Pivotal SyncStream runs a continuous real-time net              synchronization, which greatly reduces the overhead
change analysis to enable asynchronous distribution             associated with maintaining a mobile workforce.
of changes. Performance is optimized and bandwidth              Any administrator with knowledge of Microsoft
maximized by exchanging information bi-directionally,           Internet Information Server (IIS) can easily administer
synchronizing the net changes to data on a field-by-field       Pivotal SyncStream.

Pivotal Mobile Administration
                                 User Status       Last Sync Time    Out Queue       In Queue         Web Queue         UFO Sent
                                 Whether the       Last time the     Number of       Number of        Number of         Whether the
                                 mobile client     mobile user       messages        messages         messages on       mobile user
                                 is successfully   synchronized      waiting to be   still to be      the web server    has received
                                 synchronizing     their system      processed by    processed        still to be       the latest
                                                                     the receiver    by the server    downloaded        system

                                                                                                       Pivotal CRM | White Paper   5
HTTP-Based Synchronization                                                Conclusion
HTTP-based synchronization reduces administrative costs
                                                                          Mobile CRM is no longer an option—it’s a critical part
by facilitating centralized administration. Role-based
                                                                          of any organization’s strategy. Mobile personnel must
security and permissions allows groups to access specific
                                                                          be empowered to work from the field with the same
functions in their personalized workspace, known as the
                                                                          level of functionality as workers seated at corporate
Pivotal SmartPortal™.View filters can be set to restrict
                                                                          headquarters, employing the same business rules as
data access from the workspace. Synchronization filters
                                                                          the rest of the organization.
can be set in the metadata repository delineating which
information mobile clients can access and update.                         Business rules represent core business policies,
A global view of the entire system, including all mobiles                 controlling or influencing business processes. They
and satellites, allows administrators to maintain, monitor                indicate what is possible or desirable in running a
and troubleshoot all attached mobile and satellite                        business—and what is not. Improving and implementing
systems. If the administrator fails to notice an impending                business processes more quickly and more effectively
issue, the system will automatically send a message                       than the competition can provide a significant business
notifying the administrator of the problem.                               advantage. But if mobile systems are not updated in
                                                                          a timely manner, the full benefits of business process
                                                                          improvements cannot be realized.
   When complete offline functionality is
                                                                          Implementing new business processes across distributed
   combined with the ability to reliably                                  enterprises is typically time consuming and geographically
   synchronize not only data, but application                             challenging, in some cases requiring laptops to be sent
   updates and platform upgrades, the result                              to a centrally-located head office. Depending on the
   is up-to-date business rules across the                                complexity of the organization, this upgrade process
   distributed enterprise.                                                could take anywhere from days to months to complete,
                                                                          inflating administration costs and creating confusion while
                                                                          different parts of the business operate with a different set
                                                                          of processes.

                                                                          Pivotal CRM’s mobile computing solution broadcasts
                                                                          application, platform and customer data updates to
                                                                          all users within a single synchronization session. In this
                                                                          way, mobile users always have up-to-date applications
                                                                          and business rules on their laptop, ensuring smooth,
                                                                          enterprise-wide implementation of new business
                                                                          processes to boost productivity, expand market share
                                                                          and improve financial performance.

For more information or a complete list of our worldwide offices, please visit www.pivotal.com.
Copyright © CDC Software 2007. All rights reserved.
The CDC Software logo and Pivotal CRM logo are registered trademarks and/or trademarks of CDC Software.

To top