Effects of 3G communication technologies on CRM in Telecommunications industry

ABSTRACTMobile communication is continuously increasing its penetration on all over the world. Bythe year end 2003, total number of mobile subscribers reached over 1.3 billion in the world.As the market has shaped deeply while transferring from First Generation Mobile Servicesto Second Generation Mobile Services; Third Generation Mobile Services become a driverto shape the market in next seven to ten years till the introducing of Forth GenerationMobile Services. High capital cost of investment requirements, effects of convergingtechnologies and killer applications may shake the market and so the marketing function.Expected effects will be changing the core of marketing focus to loyalty and introducingnew business models that handle customized and diversified wide range of offerings withpartner companies.The research is planned to understand the current trends for both CRM and mobilecommunications and the effects of new services to the CRM processes in terms of fivemajor drivers which are identified as strategy, process, organization technology andaesthetics. Research data from various industry specific research corporations andacademic analysis are supported with the original survey of the research which wasdelivered to over four thousand industry experts on world wide and had fifty four responsesfrom Asia, Europe and North America.Figure Abstract - The Evaluation of effect accross five CRM driversAs a brief summary the effect of 3G for the CRM functionalities will be moderate to highin terms of strategy, technology, organization, process and aesthetics. In the above figure ageneric estimation is presented as a visual representation of the degree of impact.