Uses of New and Emerging Technologies in Marketing Software

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Uses of New and Emerging Technologies in Marketing Software Introduction Few technologies have had the disruptive impact of the smartphone across all industries, and especially in the area of enterprise software sales and service. The company Salesforce.com, has created comprehensive online product demonstrations that illustrate how effective the Apple iPhone and its larger counterpart, the iPad are in simplifying the complex aspects of Customer Relationship Management (CRM), Sales Force Automation (SFA) and Partner Relationship Management (PRM) (Limbasan, Rusu, 2011). The Salesforce.com CRM suite of applications are all delivered on the Software-as-a-Service (SaaS) platform, which has significant economic advantages for customers as they only pay for the software they have used (Katzan, Dowling, 2010). SaaS-based CRM development techniques Salesforce.com uses makes their applications easily used across thousands of users in enterprises who only need their smartphones to access, update and sell to customers using the software. Apple estimates that the iPhone is now the most commonly used smartphone in enterprises globally today, with approximately 68% market share as of fiscal year 2011 (Apple Investor Relations, 2012). The intent of this analysis is to evaluate how smartphones are leading to exponential growth of SaaS-based CRM applications including Salesforce.com and others (Katzan, Dowling, 2010). The continued growth of smartphone adoption in the enterprise is
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