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Take a look at Figure 10-1 That s the mobile adaptation of the blogging tool Typepad the on-demand version of Six Apart s Movable Type (see 7) You can read or post to a blog directly from the device
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Figure 10-1: Blogging from the iPhone (Source: Six Apart)
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But this is only the beginning The social CRM mobile applications will be more commonly available by the end of 2009 and into 2010
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True mobile Social CRM will be driven by the addition of features associated with what Kamar Shah, Nokia s head of industry marketing, calls people, place, and time This isn t particular new or surprising Time shifting meaning the ability to download, say, a podcast anytime and play it anytime you want is a long-standing practice Place shifting taking that same podcast and playing it on any device anywhere you want is also quite common But Kamar Shah means more presence and location-based services that would be focused around business The interest in this reflects the incorporation of consumer thinking into business strategies, processes, and technology Presence- and Location-Based MoBiLity Presence- and location-based mobility is the near-term future for mobile CRM For those of you who just aren t cool technophiles, the combination of presence and location on a mobile device means that, if it s yours, the mobile device can identify accurately where you are and, if it s a friend of yours, they will receive a transmission from that mobile device letting them know where you are ABI Research predicts that by 2012, 335 million North American consumers will subscribe to some sort of location-based services
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Many consumer mobile devices have GPS chips embedded, which are a prerequisite for presence- and location-based services As a result, knowing where your children are is a family service offered by a number of the carriers and their cellphone manufacturers The 3G iPhone, still primarily a consumer device, has dozens of applications based on location services One of the most intriguing of the consumer apps is the Yelp iPhone application Yelp (wwwyelpcom) is a social network of people who review retail stores, restaurants, hotels all brick-and-mortar businesses in local geographical areas and is one of the most popular and incredibly powerful One day, a friend and I decided to find a good restaurant in Manassas, Virginia (where I live) That wasn t something obvious in this town, where most of the restaurants are at best so-so I went to the Yelp application on my 3G iPhone It used the GPS locator to find restaurants in my vicinity I narrowed the search to Thai food I found a restaurant I never heard of, Siam Classic, which had five-star reviews from everyone reviewing it I clicked on the button in the application that took me to Google Maps The GPS chip identified my current immediate location I filled in directions to the restaurant according to the address in Yelp We went there The food was outstanding Think about this I ve lived in Manassas for 17 years and never heard of this place, but the use of location-based services and a social network that identified it gave me confidence in the choice and guided me there That s quite cool now, and in a few years, this will be ordinary But that s the consumer side What about the business side What about mobile CRM Since we ve already identified field service and sales as the easiest entry points for mobile CRM, it stands to reason that presence- and location-based business services are most advanced there In field service, location-based services have been used to optimize the schedules of technicians in the field By tracking the location of the field service personnel (yes, they can be tracked in real time), not only is the use of each technician s time optimized but if an appointment falls through, the dispatchers are able to one-click another nearby service ticket and send the technician over there instead It works the same way for sales, but its utility at this stage is a little dicey For example, SalesLogix for the BlackBerry has a button on a sales screen that says Nearby Accounts Click on it and based on your
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