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The Rise of Mobilized Prepackaged SFA/CRM Solutions
The North American mobile sales force automation (SFA) market continues to evolve in capabilities, positioning, and participants. These solutions extend SFA, and often other customer relationship management (CRM) capabilities to a sales representative's smartphone or tablet, adding real value to customer engagement opportunities and improving employee productivity and effectiveness. Growth is driven by sales representatives wanting similar mobile benefits that they personally enjoy, powerful mobile device capabilities, and sales and marketing executives in search of competitive differentiation and bigger sales. Analysis is based on vendor interviews, channels, end-customers, and secondary research. Metrics include user, revenue, pricing and distribution channel forecasts, in addition to market-opportunity sizing.
-Mobilized sales force automation (SFA) solutions constitute a growth market enabling approximately million North American workers to access sales-related data, processes and analytics on their mobile devices (typically a smartphone or tablet) during 2013. This represented $ billion in prepackaged software revenues and is expected to grow to $billion by 2018, with a CAGR of percent.
-This is an industry ripe for acquisitions, with a limited set of smaller, younger mobile-centric SFA software developers helping to drive customer expectations by offering ease of use, quick implementation, and capabilities optimized for use on mobile devices. Two other major industry participants, the traditional desktop customer relationship management (CRM) and enterprise resource planning (ERP) providers, have incorporated mobile access into their sales software solutions and have the resources to add real value, but tend to lag on building their mobility expertise and are wrestling with which desktop SFA/CRM capabilities to make available on smartphones and tablets.
-This is a still-developing product line, with innovators such as SAP® AG introducing predictive analytics and insights to help sales representatives assemble proposals that have a higher probability of being won. They are also increasing the ability of mobilized SFA/CRM solutions to integrate with a variety of relevant groupware and other business applications, adding further value to the selling process.
-Major revenue leaders include Salesforce.com, SAP AG, Oracle, and Microsoft—vendors that have mobilized all or portions of a previously desktop-only CRM software suite and are now marketing mobile access to their large embedded customer bases. Vendors that have taken a mobile-first approach, such as Interchange Solutions, are also represented in the top ten of North American industry participants.
-Mobility has transitioned from being an elective SFA component to now being an absolute customer requirement. As a result, traditional CRM vendors have wisely decided to discontinue charging an additional fee for mobile access and now offer this capability as a free feature.
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