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CRM tops wish list for BlackBerry users

CRM tops wish list for BlackBerry users

CRM and Field Force Automation is the most popular ‘next generation’ BlackBerry device application for UK companies.
That’s according to a survey conducted on behalf of leading networking and mobile integration specialist, LAN 2 LAN.

The survey, carried out by market research specialist, Vanson Bourne, found that nearly a third of senior executives (29 per cent) nominated mobile CRM as the highest priority for their companies when moving beyond the email and calendaring applications currently popular with BlackBerry users.
This was especially true of the manufacturing and the retail, distribution and transport sectors.

Andy Tipton, head of the Mobile Data Division at LAN 2 LAN explains: “The survey demonstrates that mobile CRM tools are a logical extension to the BlackBerry platform. They enable field staff to have access to and update information at all times.
“This allows them to spend more time in the field, and less time relaying information. It also ensures that they have the most recent figures for customers so that they can give the best service.”

The survey, which questioned 100 senior managers across a range of vertical sectors, found that nearly two-thirds of financial service organisations (57 per cent) were not thinking of migrating to the next generation of BlackBerry applications. This is despite having the highest proportion of BlackBerry users of any market sector (standing at 81 per cent).

Job despatch and helpdesk service management came out as the second highest priority. This was especially true of the financial services and the retail, distribution and transport sectors (19 per cent and 25 per cent respectively).
Integrating enterprise databases (ERP) with the BlackBerry platform was seen as the third most popular ‘must have’, especially in the manufacturing sector (22 per cent). Adding peripheral devices – such as barcode scanners – was also popular with manufacturers (22 per cent), but less so with other industries.
Disaster recovery mobile applications came bottom of the survey with just five per cent of organisations interested in moving to such systems.

Large organisations utilise mobile IT more than their smaller rivals. Nearly 80 per cent of large companies (more than 3,000 staff) were current BlackBerry users, compared with just under 70 per cent for smaller businesses (fewer than 3,000 personnel).
CRM applications proved more popular with larger businesses (32 per cent compared with 26 per cent). Conversely, job despatch and service management was a higher priority for smaller businesses (22 per cent against 17 per cent).

ERP and database mobile integration was equally popular with both size of organisation (17 per cent each).

For a copy of LAN 2 LAN’s white paper: BlackBerry - Next Generation Applications, please download on

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