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More and More Mobile: Oracle Siebel and Samsung SDS Take CRM to Smartphones

The outpouring of Oracle OpenWorld news continues: Samsung SDS and Oracle have co-developed a native mobile CRM application. Last week, demonstrations of the new application were held at the Moscone Center in San Francisco, but the week prior the product had a “soft debut” in San Diego that was met with positive reviews.

The application is for Samsung smartphones and is based on Oracle Siebel CRM, and will run on the Samsung Mobile Cloud Center (SMCC). The first release is for pharmaceutical companies, but Samsung SDS plans to develop similar CRM applications for other verticals. Oracle already offers mobile version of its CRM system, but it is a basic rendering in comparison to the new Samsung collaboration, which has more features. Some of the advancements include a hub-and-spoke graphic to show users their customers’ connections—as opposed to Oracle’s original spreadsheet for displaying such associations—communication records built into customer profiles, and complex graphs.

At OpenWorld, Oracle’s Anthony Lye spoke to the importance to moving toward mobile in the future, so it is no surprise that this CRM offering is only the first of Samsung’s projected efforts to target the enterprise market. In this regard, Samsung will concentrate on its Windows Mobile phones in 2010, and plans to continue to focus on applications as well as devices by maintaining partnership with Oracle.