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Overview

Mobile CRM is not new. Blackberry access to Customer Relationship Management (CRM) data has been available since at least the early 2000s. Now, with the advent of smartphones and tablets, mobile sales professionals are demanding better CRM access while away from the desktop. This has changed the way companies assess CRM systems. In the past, a mobile application was an afterthought. Today, it should be considered one of the more important elements of the CRM system evaluation. It is also fair to say that Mobile CRM is now pushing changes in how companies view the entire value of CRM.

Key Trends

  1. Mobile applications are becoming more feature rich.
  2. Reports are often limited or not available on mobile devices.
  3. The user experience differs depending on device type.
  4. Mobile browser-based and native mobile applications will continue to coexist.
  5. Sales professionals are using tablets more in everyday work.
  6. Vendors are learning to leverage the unique attributes of the smartphone.
  7. The focus of CRM is moving from management to sales professional productivity because of Mobile CRM.
  8. Security differs dramatically from product to product.
  9. Mobile CRM applications are increasingly becoming a core feature of the CRM system and not an add-on.
  10. Social media channels figure heavily in the Mobile CRM experience.

Mobile CRM Buying Guidance

Figure 1

Participating Companies

Eight companies provided briefings for this report, providing a representative sample of a much larger industry. Some, such as Salesforce.com, SAP, GoldMine, and SugarCRM, have been providing scalable CRM systems for many decades with mobile CRM applications for years. Others, such as MoNimbus, Nimble, and WORK[etc]

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are relative newcomers.

 

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