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September 04, 2008

Market Intelligence Study Reveals CRM, ERP Trends

By David Sims, TMCnet Contributing Editor


IDC's (News - Alert) Market Intelligence Advisory Practice has released a new study: “Market Intelligence Advisory Best Practice Series: MI Portals That Provide On-Demand Intelligence.”
 
The report, based upon interviews with market intelligence executives at technology firms and portal vendors, provides conclusions and case studies on the management of MI portals and their increasing importance within technology firms.
 
IDC finds that the new generation of MI portals will be enriched with Web 2.0 technologies to move the MI portal from a simple self-service model to a dynamic Web tool. The future state-of-the-art MI portal will engage users more collaboratively and more frequently.
 
Laura Curtis, director of the IDC Market Intelligence Advisory Practice, said based on the findings, "market intelligence executives should transition their market intelligence portal into a core strategic product for delivering information on demand to all functional areas of the organization."
 
Today, Curtis continued, MI executives are facing a more complex competitive environment in which products selling, bundling, channel dynamics, and global competition requires more rigorous and complex market and competitive analysis. As a result, "the MI portal must be optimized to service many constituents with precise and tailored content to ensure they are meeting the requirements of the whole company."
 
At the end of July Alejandro Valdés, the telecommunications research manager for IDC Mexico, said that roughly 30 percent of Latin American companies will increase investments in CRM and ERP software technologies this year "to improve their mobility."
 
Valdés based his comments on the results of a recent IDC study, "Latin America Wireless & Mobile Solutions 2008." The study surveyed 460 business executives in Argentina, Brazil, Chile, Colombia, and Mexico "regarding their use of IT devices, applications, services, operators, mobile technologies, platforms, operating systems, and purchase processes."
 
Ninety-five percent of the executives said mobility was "important in their day-to-day operations," BNamericas reported, as "more than half said they spend at least 10 percent of their workweek outside the office, while 34 percent said they spent between 11-49 percent of their time outside the office."
 
In June a study by Britain's DMC Software Solutions found that over 40 percent of businesses in the high technology, aerospace and retail sectors across the U.S. and Europe have invested in CRM software, as well as two thirds of telecom operators and over half of financial services, pharmaceuticals and transport.
 
The recent survey highlighted some of the main problems with CRM software, which company officials found "mainly stemmed from choosing the right CRM software, dealing with the right software supplier to help them get the most out of their software and issues with integrating their CRM data with their other software systems."
 
 

David Sims is a contributing editor for TMCnet. To read more of David's articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Stefania Viscusi



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