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10.02.08 Oracle Introduces Social CRM  By Doug Caverly Things like MySpace, Facebook, and Twitter have proven to be extraordinarily popular and frequently useful. It's social sites and applications like these, really, which led to the term "Web 2.0." And now Oracle's seeking to bridge a gap and benefit from the phenomenon by introducing what it calls Social CRM. "The CRM business at Oracle is growing significantly in every single region. It's growing at double digit on premise and in triple digits for on demand," noted Anthony Lye, the senior vice president of Oracle CRM, at the OpenWorld gathering. According to Larry Dignan, Lye then continued, "In every business people are less and less able to differentiate themselves on product. So you have one of two options: Differentiate on price or relationship."
Social CRM has probably been in the works for some time, yet Lye's words will become especially true if money continues to become tight. And even more than when Oracle's vying with competitors for money that will be spent on something, regardless, Social CRM's uniqueness could be handy in convincing customers to part with cash in the first place. Or, well, not. MySpace, Facebook, and Twitter remain timewasters first and foremost. Oracle will have to lean in a more useful, LinkedIn-like direction if it hopes to succeed (and keep in mind that LinkedIn has a pitiful user base compared to those first two sites). Still, Social CRM is an interesting and metaphorically shiny new thing. Oracle's experiences with it should be worth watching to see whether or not CRM as we know it will wind up heading in a fresh direction. About the Author: Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news. |
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