Based on the already established system of SMS, there is a full integration of mobile telephony and Internet systems provided by the implementation of the WAP standard. Together with the development of underlying technologies, Mobile CRM eliminates the traditional barriers and capacity constraints of the medium (GPRS and, in particular, UMTS). The factors that will shape the development and delivery of a range of services, predominantly related to electronic commerce, through a channel available and accessible to the customer at all times regardless of their location geography.

Mobile CRM – Confluence and mobility

The confluence of the Internet world with the physical mobility of users allows us to conceive a whole new range of services and adapting existing ones to the new environment. Moreover, it allows adjusting and automating a personalization strategy individualized service and content, following the CRM philosophy, which combine and assimilate the intrinsic benefits as described in the Web environment with the availability and accessibility of mobile devices (phones, PAD, etc…)

The key to achieving and maintaining a competitive edge in a highly competitive environment characterized by globalization and market opening resulting from the recent liberalizing trends, is the figure of the client and the relationship the company has with it. The company must know who their customers are, who between them their most profitable customers are. Thank to Mobile CRM, they can get to know how they behave and why, what they need, what they want, how and when. In short, the company must know its customers to implement those mechanisms and market strategies that allow them to establish lasting and profitable relationship with them, always maintaining his fidelity and courage.

General concepts

It may be good to get a clear overview about CRM (Customer Relationship Management). It is the process that enables strategic reorientation mechanisms of the company from product-centric view to a perspective which refers to the figure of the customer, the process by which the firm maximizes the information available about customers to increase their knowledge about them and build on such knowledge highly profitable and lasting relationships with those customers that are of particular interest. That is, the Mobile CRM solutions allow increasing the profits of the enterprise through the proper management of customer relationships and the rest of the market.

The implementation of a CRM solution consists of three phases:

*  The integration of various sources of customer information in a common repository.

*  The analysis of such information and action (in the form of definition and implementation of campaigns and marketing activities and business concrete) from the knowledge gained after the analysis.

*  A continuous feedback of each new transaction with the client so that the company is prepared to respond dynamically to information and knowledge associated with such interactions.

Internet, WWW and mobile phones are the fastest growing areas of technology today. As the company enriches its business through new sales models and distribution channels and customer interaction based on the Web, mobile or mixed systems that combine both worlds (WAP), the Mobile CRM solution provides the necessary framework for the management of the transactions inherent in such interaction and customization and individualization according to the needs and requirements of the client. Thus allowing optimally combine expansion opportunities specific to Internet and mobile telephony the needs and benefits.

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