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CRM tops BlackBerry users' wishlist

UK executives want mobile CRM applications on their devices more than anything else
Written by Gemma Simpson, Contributor

BlackBerry users want customer relationship management apps on their devices more than anything else, research reveals.

Nearly a third (29 percent) of UK executives said mobile CRM is the most important application for the future BlackBerry, according to a survey by networking company LAN 2 LAN.

The ability to dispatch jobs to workers and manage the helpdesk while on the move came out as the second must-have, while integrating enterprise databases with the BlackBerry platform came in third on the wishlist for new devices.

But not everyone will get the next-generation BlackBerry right away. Nearly two-thirds of financial service companies (57 percent) are not considering upgrading their devices, despite having the highest proportion of BlackBerry users of any market sector — with 81 percent penetration.

Mobile CRM is already taking hold. Last year a UK healthcare equipment manufacturer armed its sales teams with a mobile CRM solution, deployed on BlackBerry devices, to enable them to deal with the complexity of the NHS procurement process.

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