Mobilized access to sales force automation (SFA) and customer relationship management (CRM) capabilities can make or break a sale. This realization is lending momentum to the North American mobile SFA market. The demand for mobile SFA will continue its upward trend as sales representatives look for immediate smartphone or tablet access to sales-related data, processes and analytics in order to expedite wins, reduce paperwork, and satisfy customers.
New analysis from Frost & Sullivan, Analysis of the North American Mobile Sales Force Automation (SFA) Market, finds that the prepackaged mobile SFA market earned revenues of $1.84 billion in 2013 and estimates this to reach $4.13 billion by 2018. Prepackaged solutions, as opposed to fully customized apps, are usually less expensive and easier to implement, thus, enhancing their popularity across all company sizes.
“An increasing percentage of businesses want to optimize their sales by providing sales representatives with anytime-anywhere access to rich SFA and CRM systems and data,” said Frost & Sullivan Mobile & Wireless Communications Principal Analyst Jeanine Sterling. “Smaller, nimble mobile-centric software developers recognized this and introduced standalone solutions that are easy to use and administer. Now, desktop CRM vendors are also embracing mobility, either developing their own mobile sales applications or partnering with a mobility expert to create and provide mobile solutions.”
One of the most evident and puzzling barriers to mobile SFA adoption by small and mid-sized businesses is the lack of proactive participation from the SMBs’ favorite mobility partner, the wireless carriers. The majority of tier 1 carriers in North America either do not offer any prepackaged mobile SFA solutions or focus on developing custom, complex systems for large enterprises.
In addition, certain end-user businesses also remain reluctant to invest in mobile SFA due to concerns regarding data security, anticipated difficulties in integration with legacy backend systems, and implementation costs.
Vendors can address these concerns early on by demonstrating security measures and clearly quantifying the hard-dollar benefits that result from faster sales cycles, reduced paperwork, and a higher sales visit rate.
“The availability of cloud-based solutions will further offer much-needed affordability and scalability,” remarked Sterling. “Moreover, introducing compelling value-added capabilities such as predictive analytics will underline the importance of mobile SFA in North American businesses.”
Analysis of the North American Mobile Sales Force Automation (SFA) Market is part of the Mobile & Wireless Communications (wireless.frost.com) Growth Partnership Service program. Frost & Sullivan’s related studies include: Smartphone and Mobile OS Markets, US Machine-to-Machine (M2M) Communications Market, and companion study Mobile SFA Solutions Market Insight 2014 Feedback from North American Businesses. All studies included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.
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Analysis of the North American Mobile Sales Force Automation (SFA) Market / ND86-65