CRM Industry Trends - Social, Mobile, Cloud & Information

By Enaliser Kim

Social, it should be part of your CRM strategy
Today, the "personal" and "business" somewhat blur together. When it comes to Social Media Channels however, you can't leave these out of your marketing business strategy, or your personal life for most of us.  These channels generate a huge extended network. They create significant change in the way we think and  conduct our business.  You, both your business and personal sides, are now exposed, so your image and brand more than ever need to be sparkling!  Used the right way Social Media can drive adoption of a new service or product.  Social Channels can also provide a rich source of information to analyse and generate insights into your customers' thoughts - and, equally important, recommendations about your business.  Because of the increase in more-powerful mobile platforms, social will grow bigger and bigger.

Here's just a few stats:
LinkedIn now has more than 161m professional users in its network, with new 1 new member joining per second
543m people access Facebook each month, 20% of whom (102m) access Facebook on mobile Instagram - the most popular photo sharing app ever. 80m users and 5m photos uploaded per day

Bring Your Own Device (BYOD), they're coming into your office
1 in 4 people worldwide have multiple mobile devices and by 2014, 20% of sales organisations will consider iPads as the primary mobile platform for their field sales force.  More and more people are doing business remotely - whether we're sitting waiting for a plane, at home or just finished a meeting.  The first thing you do is get one OR more mobile devices out to communicate.  Using business solutions such as CRM (adding tasks, meeting notes etc), integrated ERP ordering system (placing orders) and even a discreet 'app' built to solve a user need - this is truly doing your business on the road!

The latest IT decision you may need to make is whether you allow your people to use their own mobile devices? These days most staff will BYOMD (bring your owned mobile device); you need to  be aware that this may bring some security issues to your business.  It also gives you a business benefit that sometimes is great but hard to measure. It's productivity!  If your team members are happy with the tools they use and they have mobile roles, then allowing them to use their mobile devices could lead to more business and better business productivity.

Here's some more stats:
End of 2011, 6bn mobile subscriptions  - equivalent to 87% of the world's population. Of the 6bn, 700m people have a smartphone, this will increase to 3bn by 2017
68.7 million media tablets sold in 2011, Apple has sold 40.5 million iPads

Cloud, it's just getting bigger and bigger
Cloud is expanding at a rapid rate and we are now moving from "How" to "What" an IT service can deliver to the business, eg facilitates Mobile, Social and Information Services, to individualisation and the emergence of the personal cloud.  By 2015, more than 70% of new sales application projects will use software as a service and the statistics just go on...

Understanding all this enables businesses to prioritise the areas of greatest potential impact and to capitalise on opportunities. Create an information strategy to guide continuous improvement.  This strategy should be used in conjunction with your marketing and any re-engineering of business processes within your business.   Innovation through information can give the enterprise an enduring competitive advantage - if enterprises properly prepare and have the right systems, processes and people.

And even more stats:
Forrester forecasts the total size of the public cloud market will grow from $25.5bn in 2011 to $159.3bn in 2020
The global cloud computing market will grow from $40.7bn in 2011 to more than $241 billion in 2020
Different market dynamics for the three core layers of cloud computing: public cloud, virtual private cloud, & private cloud
The world has 7 billion people, a third of whom are using the Internet. 45% of the world's Internet users < 25
At year-end 2016, more than 50% of Global 1000 companies will have stored customer sensitive data in the public cloud
According to IDC, by 2015, about 24% of all new business software purchases will be of service-enabled software with SaaS delivery being 13.1% of worldwide software spending:

Mobile, social and cloud experiences have changed the information-gathering and aggregation business. As the stats show, their growth has been gigantic. If we embrace them, use the features that benefit us, our world is truly marvellous. To understand how you can improve your business productivity click here for our Enabling White Paper.

Source: Gartner - Social and the Nexus of Forces: Supporting People's Interactions Published: 22 June 2012  Analyst(s): Jeffrey Mann
Source: Gartner - Mobile & the Nexus of Forces: Creating the  New Experience - 25 June 2012 - David A. Willis
Source: Gartner - From iPads to Portals: A World of Doors and Windows. Date TBC
Source: Fierce Mobile  Wireless: Paypal on pace to process $10bn in mobile payments in 2012 - 19 July  2012 - Jason Ankeny Forrester : Analytics, Cloud Computing Challenge Flat Growth in Forrester's Tech Market Outlook for 2012
Source: Gartner - Information and the Nexus of Forces: Delivering and Analyzing Data = Published: 26 June 2012,  Analyst(s): Yvonne Genovese
Source: Gartner - Cloud and the Nexus of Forces: A Foundation for Global Class Deployment Published: 26 June 2012 Analyst(s): Daryl C. Plummer, David Mitchell Smith
Source:  Tom Nolan - Sage CRM - Sage Insight Conference 2012 Presentation

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