Mobile Sales Force Automation to pass $2.5b by 2008, said Strategy Analytics

Boston, MA, USA & London, England - February 12, 2004 /Wi-Fi Technology News/- Strategy Analytics' latest report, "Wireless SFA: Streamlining the Enterprise or Glorified Contact Management?" concludes that the ease-of-use, "pocketability", and instant-on convenience offered by mobile Sales Force Automation can dramatically improve outside sales force usage rates. Low SFA utilization in the field has contributed to over 50 percent of SFA deployments not making the grade.

"SFA programs suffer from an abysmal failure rate," states Cliff Raskind, Director, Wireless Enterprise Strategies at Strategy Analytics. "A sales force that views SFA as an additional and cumbersome mandate that detracts from valuable client face-time is a big part of the problem. Mobilizing the benefits of SFA beyond the notebook to more conducive form factors is critical."

David Kerr, Vice President of the Global Wireless Practice, cautions that mobile SFA is not a one-size-fits-all solution, and wide-area wireless connectivity is often not part of the optimal solution given the cost premium it commands. "Outfitting an army of sales professionals with a solution involving a monthly commitment of $40 to $60 or more is a very intimidating proposition. The question then becomes whether a pervasive connection is a 'nice to have' or a 'must have'? In many mobilized SFA applications today, the reality is that a "fat-client" periodic cradle synch configuration will suffice," he said.

The report defines a two-phased approach to mobilizing SFA:

- Phase One SFA leverages repeatable solutions using off-the-shelf products to solve simple business issues and enhance the personal productivity of outside sales. Mobilizing the enhanced contact management capabilities of ACT!, Goldmine and other packaged solutions are typical Phase One deployments.

- Phase Two SFA partners software vendors, systems integrators (and potentially mobile operators) to address industry-specific needs and create premium, enterprise-critical mobile SFA solutions that impact multiple areas of the enterprise (Inventory, Supply Chain, Accounting, etc.). Mobilizing custom SFA systems, as well as the advanced capabilities of full-featured SFA offerings like Siebel and SalesForce.com, is typical of Phase Two projects.

This report also sends a warning to mobile operators and others focusing on quick wins with simpler Phase One point solutions. Understanding your client's SFA end-game early and forging partnerships with ISVs, integrators and other Phase Two enablers will be crucial in steering customers clear of migration paths which fail to preserve initial Capex.

About Strategy Analytics
Strategy Analytics, Inc., a global research and consulting firm, provides timely insights and strategic business solutions to companies operating at the convergence of information, communications and entertainment technologies. With worldwide headquarters in Newton, MA and principal offices in England, France and Germany, Strategy Analytics focuses on market opportunities and challenges in the areas of Automotive Electronics, Broadband, Telematics, Wireless Strategies and Enabling Technologies. For more information, see http://www.strategyanalytics.com

US Contacts:
Cliff Raskind, +1 617 614 0707, craskind@strategyanalytics.com
David Kerr, +1 617 614 0720, dkerr@strategyanalytics.com

European Contact:
Phil Kendall, +44(0) 1908 423 620, pkendall@strategyanalytics.com