Emerging U.S. Mobile CRM Market Trends and Directions by ves88494

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Emerging U.S. Mobile CRM Market Trends and Directions

Description:     mCRM Definition

                CRM stands for "customer relationship management", it bundles together multifarious, key
                corporate disciplines aimed at increasing customer value. It has sometimes been referred to as
                eCRM (electronic CRM), which we will consider to be the same thing.

                We can define CRM as using technology as an enabler for organizations to initiate and to sustain a
                dialog with customers in a way that makes it less likely the customers will go a competitor. CRM
                Enables customers or employees to interact with a company through various means and involves
                the integration of all customer activities. How is CRM different from customer acquisition? It focuses
                on people who have already interacted with a company in a way that puts them in the company
                database. But the goal is the same: to create a 1:1 mutually profitable relationship between the
                company and its audience.

                Mobile CRM (mCRM) can be defined as adding a mobile, remote access or wireless component and
                applications to traditional tethered CRM system. By itself, mCRM cannot exist without traditional,
                "non-mobile CRM", because mCRM relies upon the underlying CRM database. Mcrm makes it more
                convenient and efficient for mobile field forces such as sales, service and technicians to interact
                with the customers in the field and to take what were previously desktop applications on the road.

                Before Launching into mCRM

                Before launching into mCRM specifically we need to explain about CRM in general. Adopting a CRM
                strategy means retooling all of a company's customer-facing activities so that a consumer's
                interaction with the brand is consistent, and consistently good. It means starting to think more in
                terms of customer retention than acquisition, personalized service rather than mass marketing, and
                growing the brand's share of customer rather than its market share. It's up to a company to
                determine its role in the total experience that its customer wants to have.

                CRM needs to be treated as a strategic function, not just a technology buy. In CRM terms that
                means analyze a company's processes and figure out its strategy, then get system integrators and
                vendors to propose technology solutions that will help do the job that needs to get done.
                Executives planning a CRM strategy need always to keep in mind that if new technology is thrown
                at bad processes a company will just end up with quicker, more transparent bad processes. If it is
                combined with a Web site then a company will only advertise its bad processes to the world.
                However, if a company's existing customer-relationship processes are well tuned, then adding the
                right technology can take them to another level.

                In larger corporations the challenges of implementing CRM multiply as departmental empires clash
                and employees cling to the status quo. In that context, a significant part of successful CRM is
                commitment from very senior management.

                CRM systems are most effective when they are deployed in modules, fixing or improving areas of
                business quickly so that each module delivers a fast return on investment. Businesses should be
                sure to develop an implementation plan that sees regular, rapid steps being achieved, keeping a
                project on track towards an overall goal. Complicating the implementation with technology for
                technology's sake only delays its completion, and potentially can make the difference between
                success and failure.

                Wireless CRM

                Could CRM be the killer application driving the corporate take-up of mobile wireless computing
                devices and smart phones? The combination of mobile connectivity and CRM software is rapidly
                moving onto the radar screens of corporate decision makers. Wireless CRM allows a company to
                maximize its relationships with its customers especially in the area of faster response times to
                customer inquiries and the ability to close sales faster. The birth of new business integrators versus
            systems integrators focused on deploying wireless CRM capabilities will become more pervasive
            within the next 12 to 24 months.

            Touted as the next Big Thing in CRM for some time now, wireless technologies finally seem poised
            to live up to expectations, as companies for which it makes sense slowly but surely warm up to the
            idea of wireless CRM. The United States has a growing mobile work force that could turn the hype
            into solving real business issues, inasmuch as wireless creates a new paradigm that no longer
            restricts workers by physical boundaries or a tethered desktop PC system.

            The key is greatly improved productivity. Mobile phones are popular because they make better use
            of our time-making calls while walking down the street or whenever there's downtime. Wireless-
            enabled CRM is even more productive. That's important because skilled salespeople are now hard
            to recruit. Consequently companies need to increase performance from their existing staff.

            It's all about having sales people moving about, getting to know their customers better, making
            face-to-face contact rather than sitting at their desks. By equipping sales teams with handheld
            hardware providing wireless links into CRM systems, companies will be able to maintain or even
            increase customer satisfaction. At the same time they will reduce the sales team's downtime.
            Wireless and mobile technologies are beginning to converge with CRM solutions. Customers already
            expect access to its suppliers and servicers via phone, fax, e-mail, and Web browser. As wireless
            technologies become the norm for consumers, they will begin to expect to contact its supplier for
            purchases or support via wireless devices, too.

            Extending CRM to wireless devices is not as big a stretch as one might imagine. Many commodities
            based middleware technologies, such as application servers, already support or will soon support
            the extension of CRM software components to wireless and mobile devices. At the moment, few
            packaged mCRM solutions are available. The proliferation of wireless technologies such as the
            Wireless Access Protocol (WAP) communications format as well as devices such as smart cell
            phones, personal digital assistants (PDA) and pagers will change the face of CRM. Within a few
            years, salespeople and mobile service personnel will be able to access relevant customer data with
            Web-enabled hand-held devices wherever they may be, increasing efficiency and helping their
            companies to cut expenses.

            Businesses must not lose sight of the core value of customer relationship management (CRM)
            solutions. This warning comes amid software vendor claims about the potential benefits of wireless
            technology when used with corporate CRM systems. It's all too easy for businesses to lose focus
            with CRM these days. Yes, wireless connectivity might be important either now or in the future, but
            too many CRM implementations fail because business leaders take their eyes off the real core
            benefits of what CRM should provide. Bells and whistles add functionality and capability to a
            solution, but they also typically introduce yet more time delay in the deployment of pragmatic
            solutions.



Contents:   Part 1: mCRM Market Overview




            mCRM Definition
            Before Launching into mCRM Wireless CRM Targeting mCRM Usage mCRM Applications Wireless
            Devices and mCRM Forecast PDA Usage in mCRM WAP and WML Phones Usage in mCRM mCRM
            Future Directions Research Supplement: Special Analysis on the Effects of the September 11
            Events on IT SpendingBrokerage Industry Projections for the IT Industry Survey on 2001 IT
            Spending Actual IT Spending for 2001 Expected Impact on CRM Software and Service Sales

            Part 2: mCRM Software Companies Activities
Application Development and Business Direction




ACCPAC
Applix
Astea
E.piphany
Frontrange Solutions
Multiactive Software
Onyx
Oracle
PeopleSoft
Pivotal4
SalesLogix
Talisma
Trivium Systems
Upshot




Summary of Part 2

Part 3: System Integrators, Solution Providers and Wireless CRM Enablers Platform Development
and Integration of CRM and mCRM




Air2Web, Inc.
Aligo
ArcStream Solutions
Aspect Communications
AvantGo
            Client Interaction
            Delano Technology
            Motive Communications
            Quixi
            Research in Motion (RIM )
            Viridien Technologies
            w-Technologies
            Zamba Solutions


            Summary of Part 3

            Part 4: mCRM Case Studies for the Business Market




            CompuCom
            Dain Rauscher Wessels
            Geographic Data Technology
            GreCon
            Haemonetics
            Johnson Controls
            Merrill Lynch
            Northwest Airlines
            Arbill
            Aventail
            Ichiban Inc.
            Sports Teams CRM/mCRM Case Study for the Consumer Market
            Collecting Fan Data
            Non-Mobile CRM in Sports
            Technology Behind CRM/mCRM
            Transitioning to mCRM in Sports
            Ranking of Most Promising mCRM Applications by Case Study
            Fastest Growth Areas for mCRM Application Usage


            Part 5: Important Findings and Recommendations




            mCRM Overview
            Portable Devices for mCRM
            mCRM Software
            System Integrators and mCRM Services
            mCRM Corporate Deployment



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