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Mobile and SaaS CRM: Explosive Growth of Mobile CRM Apps
CRM is moving to mobile. Gartner is predicting that between now and the end of next year that there will be a 500 percent growth in the number of mobile CRM apps available. Currently app stores have about 200 CRM apps. By 2014 there will be more than 1200 apps, each targeting CRM from a different perspective.
One factor that is driving the interest in mobile applications is the increased delivery of CRM via SaaS instead of via an on-premise system. Currently 39 percent of the CRM market is delivered as a SaaS solution. Gartner predicts that SaaS solutions will increase to 42 percent by the end of this year and will be more than 50 percent sometime during 2016.
Gartner said that “The worldwide CRM software market forecast, which includes both SaaS and on-premises, is on pace to grow 9.7 percent in 2013, while SaaS-delivered CRM will increase almost 18 percent during the same period.”
An article by CRM Buyer suggests that what’s happening with the large growth is not just because of mobile devices, but is more related to ‘context’ — where the user is at the time that they need to use the app. Mitch Lieberman, managing partner of DRI said that “We see sales people open a computer in their car with a mobile hotspot, and we see sales people use their smartphone at their desk to make a call. Which is which?” Lieberman says that people should be talking about “context integration” and not just “mobile”. Context Integration is about “sending the right information to the right person on the right device at the right time.”
