Statement of Direction

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1 Mobile First: Taking Mobile CRM to the Next Level 1 January 2013 Mobile First: Taking Mobile CRM to the Next Level Whitepaper

2 Mobile First: Taking Mobile CRM to the Next Level 2 Table of Contents Notes... 3 The Evolution of CWR Mobile CRM... 4 First Generation: A Dedicated Mobile CRM Application... 4 Second Generation: A Cross-Platform Turnkey Mobile CRM Solution... 5 Next Generation: A Cross-Platform Mobile CRM Application Platform... 6 Mobile First Innovation Themes... 7 Cross-Platform Architecture... 7 Core Principles...7 Delivering the Best of Both Worlds: Native and HTML5...7 Intelligent Synchronization...8 Windows 8 Mobile and Desktop...8 Configuration & Extensibility... 8 Configurable UX...9 JavaScript SDK...9 Mobile Productivity New Focus User Experience Social Integration Windows 8 Platform Support Operational Excellence and Low TCO Conclusion: Moving to Mobile First... 13

3 Mobile First: Taking Mobile CRM to the Next Level 3 Notes This document outlines the future direction of CWR Mobile CRM, presenting current plans as of the publishing of this document. This document is not intended to be a detailed specification. Individual features may be added, amended or dropped during these timelines.

4 Mobile First: Taking Mobile CRM to the Next Level 4 The Evolution of CWR Mobile CRM CWR Mobility has been developing CWR Mobile CRM as a mobility solution for Microsoft Dynamics CRM since Throughout, our principle objective has been to uniquely empower organizations to drive business results through rapidly deployed mobile applications. Over time the market has seen considerable evolution in the capabilities of mobile devices and their adoption, and our solution has rapidly evolved to support key emerging trends in mobility. CWR Mobile CRM has evolved through two major generations and will make major advancements in its third generation. First Generation: A Dedicated Mobile CRM Application Core concept: Real-World Mobility through a Familiar User Experience In its first generation implementation CWR Mobile CRM was designed for real-world mobility, providing a native application for the Windows Mobile platform that supported offline operation using a local database. It included a metadata-driven mobile architecture that included a mobile server and mobile configurator to enable easy configuration, and also included a client-side SDK (Software Development Kit) to enable advanced customizations. From inception, CWR Mobile CRM was delivered as a Mobile User, IT and Developer product.

5 Mobile First: Taking Mobile CRM to the Next Level 5 Second Generation: A Cross-Platform Turnkey Mobile CRM Solution Core concept: IT Consumerization, BYOD and Cloud/On-Premises In its second generation, CWR Mobile CRM evolved to enable organizations to embrace the key emerging trends of IT Consumerization and BYOD (Bring Your Own Device). IT Consumerization refers to the recent trend in which new information technologies tend to emerge first in the consumer market, then eventually migrate into the business market as employees look to use the consumer technologies they ve adopted for professional purposes. Often associated with Mobile, Social and Cloud technologies, IT Consumerization has emerged as a major shift within the IT industry. This generation, which included the CWR Mobile CRM 4.x and 2011 release series, evolved the system s metadata-driven architecture to become cross-platform. High performance native application support was added for modern mobile tablet and smartphone platforms including ios (iphone and ipad ), BlackBerry, Android, and Windows Phone over successive releases. In each case, the native clients supported offline operation using a local database (with the exception of Windows Phone 7, where required local database support was not yet supported by the OS) and client apps included support for touch interfaces. New mobile user productivity features such as dashboards and mapping and navigation were added. And an online-only web client called CWR Mobile CRM Express was also added that works on most mobile browsers. This generation delivered extensive mobile Infrastructure enhancements, including support for flexible enterprise deployment, whether in the cloud or on-premises (Active Directory, Claims-based Authentication and Internet Facing Deployment modes). CWR Mobile CRM Server was now easily installed as a Dynamics CRM Solution, seamlessly integrating into CRM and providing superior synchronization performance, reliability, security and administrative control compared to the approaches of solutions from other vendors. A range of robust security features were added, along with support for Dynamics CRM 2011 features such as custom activity types and team ownership. With its cross-platform support, easy point-and-click configuration and publish once, deploy everywhere management model that supported zero-touch updates, CWR Mobile CRM vigorously met the needs of organizations seeking to support both BYOD (Bring Your Own Device) and Platform Standardization strategies with a mature, robust and enterprise-class mobility solution.

6 Mobile First: Taking Mobile CRM to the Next Level 6 Next Generation: A Cross-Platform Mobile CRM Application Platform Core concept: Mobile First In its third generation, CWR Mobile CRM is evolving to support Mobile First, an IT strategy in which organizations are now looking to capitalize on mobile as the new normal by delivering new enterprise CRM applications with mobile experiences first, and web or desktop experiences second. To support this, the system s metadata-driven architecture will evolve into an extensible cross-platform architecture that supports write once, run everywhere customizations and applications using JavaScript. CWR Mobile CRM native smart client applications for tablets and smartphones will integrate HTML5 support into the presentation layer, delivering high performance native apps that provide connectivity-independence (offline and online modes), client-side scripting and HTML5 presentation layer support for all major mobile platforms, including Windows 8. With offline support built-in, customizations and applications will be able to function in all mobile usage scenarios, whether offline or online. CWR Mobile CRM clients will also incorporate a new, next-gen user experience designed to let mobile users realize more of the promise of Mobile CRM through orientation around the mobile user and the tasks they need to complete to get their jobs done. The next-gen user experience will be highly configurable and customizable. These major architectural evolutions will be added while maintaining the same easy pointand-click publish once, deploy everywhere cross-platform management model that has proven so popular amongst customers and partners. The next-gen system will focus on delivering outstanding experiences for three essential groups of users, with increased focus on certain roles as well as the addition of new roles: 1) Mobile Users (Sales, Service, Marketing), 2) Administrators (IT, CRM Analyst), and 3) Customizers and Developers (Consultants, IT Developers and ISV Developers).

7 Mobile First: Taking Mobile CRM to the Next Level 7 Mobile First Innovation Themes CWR Mobility has established four Mobile First innovation themes as the areas of investment across future product releases. Cross-Platform Architecture Core Principles CWR Mobility has maintained a long term commitment to cross-platform mobility solutions. Going forward, our cross-platform architectural investments will deliver on these core principles: Enable powerful and innovative solutions that deliver immediate benefit Provide insulation from the complexities and specifics of mobile platforms Enable delivery of native experiences that mobile users demand and will drive maximum user adoption Mobile solutions, including customizations and custom applications, must seamlessly function offline as well as online Delivering the Best of Both Worlds: Native and HTML5 CWR Mobile CRM native client applications for tablets and smartphones will integrate HTML5 support into the

8 Mobile First: Taking Mobile CRM to the Next Level 8 presentation layer, delivering high performance native apps that provide connectivityindependence (offline and online modes), client-side scripting and HTML5 presentation layer support for all major mobile platforms. With offline support built-in, customizations and applications will be able to function in all mobile usage scenarios, whether offline or online. They will combine key native app advantages -- including native user experience, high performance, offline storage using a local database, device integration, native mobile OS app integration and deployment via app marketplaces -- with an efficient model for cross-platform customizations and applications provided by HTML5 and JavaScript. The CWR Mobility hybridization approach adheres to our Cross-Platform Core Principles and is designed to put customers in the most future-proof position, delivering a powerful and innovative solution that delivers immediate benefit in real-world usage scenarios while minimizing complexity and providing the best overall strategic position as mobile technologies continue to evolve. Unlike the containerized web app hybrid approaches of some vendors, CWR Mobile CRM clients will provide high performance and full connectivity independence, supporting seamless operation whether online or offline. The market has made clear that these are essential requirements for mobile solutions, and they are capabilities that CWR customers rely upon. This will extend to performance of customizations such as mobile form scripts, custom mobile views and custom applications; the built-in offline support will provide a powerful execution platform for customizers and developers. Intelligent Synchronization Enhancements to the CWR synchronization system will support additional synchronization scenarios, such as the ability to intelligently determine the most optimized data set for faster synchronization to support the growing productivity needs of mobile users. Windows 8 Mobile and Desktop As mentioned previously, CWR Mobile CRM for Windows 8 will support both touch and keyboard/mouse interaction models, and mobile solutions will run on both Windows 8 desktops as well as Windows 8 tablets. The CWR mobile solutions framework supports Mobile First IT strategies by presenting a unified development model for mobile devices and desktop systems. Configuration & Extensibility CWR Mobility maintains a long term commitment to deliver a flexible and scalable mobile business solutions framework. Going forward, CWR Mobile CRM will incorporate a powerful new cross-platform framework for configuration and extensibility, supporting easy

9 Mobile First: Taking Mobile CRM to the Next Level 9 customization by CRM Analysts and Consultants as well as advanced customization and development by Consultants, IT Developers and ISVs. These capabilities will be added while maintaining the same easy point-and-click configuration and publish once, deploy everywhere cross-platform management metaphor that has made CWR Mobile CRM such a popular solution amongst Dynamics CRM customers. Configurable UX The new Focus UX will be easily configurable by Administrators and customizable by Mobile Users. JavaScript SDK A new JavaScript SDK will provide a powerful new component of the CWR Mobile CRM extensibility framework and be an essential enabler of a Mobile First CRM strategy. Consistent with our cross-platform core principles, the JavaScript SDK will provide an easy and powerful write once, run everywhere extensibility framework that: Simplifies the creation of rich Mobile CRM customizations and custom applications Provides insulation from mobile platform complexity, without sacrifice Presents opportunities for substantial cost savings by eliminating the need for redundant development The JavaScript SDK will enable easy and powerful customization and custom application development using JavaScript, rather than a traditional language such as C++ or C#. Customizations and applications developed with the JavaScript SDK will be inherently crossplatform, capable of running on all mobile platforms supported by CWR Mobile CRM clients, including ios, Android, BlackBerry, Windows 8 and Windows Phone. JavaScript customizations will support seamless operation in offline scenarios. The JavaScript SDK will support simplified creation of custom mobile form logic, including event-based scripting, custom business logic, access to CRM data, access to native mobile device functionality such as camera, compass and GPS functions, creation and integration of new UI elements, and integration of external data sources. APIs. The JavaScript SDK will include APIs for a collection of essential functions, including: Mobile form scripting iframes UI panel management External data sources

10 Mobile First: Taking Mobile CRM to the Next Level 10 The Focus UX will introduce a new concept called panels. A panel is a highly independent, self-contained UI element which provides a scalable UX concept. The JavaScript SDK will provide a UI panel management API that makes it easy to rapidly develop new information panels that can be incorporated into the Focus UX, supporting the creation of customized interfaces and integration of external applications or data sources. HTML5 Integration. CWR Mobile CRM will make it easy to incorporate custom HTML5 into mobile solutions through the JavaScript SDK and the CWR Mobile Configurator. This will provide customizers and developers with a highly flexible, yet elegant web integration capability that supports a range of usage scenarios, such as: Custom layout management -- creation of custom layouts such as grid displays, custom order entry routines, signature capture, and custom application branding Cloud services integration integration of external web services at a user interface or data source level Release Plan. The JavaScript SDK will come to market across multiple releases, with the February 2013 release providing the first level of SDK support: event-based scripting of CWR classic mobile forms. Mobile Productivity New Focus User Experience CWR Mobile CRM will incorporate a new user experience called the Focus UX. Designed to help mobile users realize more of the promise of Mobile CRM, the Focus UX is a usercentric, contextual UX that presents related information in the context of tasks the user is working to complete. Elegant and effortless to use, the Focus UX provides a fluid and efficient experience that will enable mobile users to focus on getting their job done, rather than how Dynamics CRM stores data. It will combine a consistent CWR-branded application experience across tablet and smartphone mobile platforms with a native UX implementation on each platform. The Focus UX will be configurable as well as customizable. A new JavaScript SDK will enable customizers and developers to create custom UI elements that can be incorporated into the Focus UX, supporting the creation of customized interfaces and integration of external applications or data sources. CWR Mobile CRM will add support for a range of continually advancing productivity scenarios for mobile users. These will be realized through a combination of new features, the

11 Mobile First: Taking Mobile CRM to the Next Level 11 power of the next-gen architecture s extensibility framework and the Focus UX. These will include capabilities such as: Role-based Experiences -- New role-based user experiences will be provided out of the box, including Sales and Service roles Configurability user experiences will be customizable by mobile users, adding an additional degree of personalization that supports the way individuals work Social Integration CWR Mobile CRM will support integration with business-oriented social technologies such as Yammer and third party services such as LinkedIn. Windows 8 Platform Support A new CWR Mobile CRM client for Windows 8 will be added, based on the next-gen architecture. It will be a high performance native app that provides connectivityindependence (offline and online modes), client-side scripting and HTML5 presentation layer support with the Focus UX implemented in the native Windows 8 Modern UI. CWR Mobile CRM for Windows 8 will run on tablets and desktop systems, and support both touch and keyboard/mouse interaction models. Operational Excellence and Low TCO CWR Mobility will continue to evolve the operational aspects of CWR Mobile CRM in ways that will support operational excellence and continually drive low Total Cost of Ownership (TCO). Not only will these capabilities help ensure excellence in service delivery to mobile users, but they will also present the opportunity to reduce the costs and complexity

12 Mobile First: Taking Mobile CRM to the Next Level 12 associated with the long term maintenance of custom CRM-based mobile applications. As core components of the CWR Mobile CRM mobile business solutions framework, they will ensure that custom applications have low TCO built in. Examples of these evolutions include: Greater efficiency in large enterprise deployment scenarios, through bulk user provisioning and ongoing management Greater control of CRM data provided in hybrid connectivity modes Enterprise staging and deployment of JavaScript/HTML5 customizations and custom applications using the same easy point and click publish once, deploy everywhere management model

13 Mobile First: Taking Mobile CRM to the Next Level 13 Conclusion: Moving to Mobile First This document has outlined the future direction of CWR Mobile CRM. Next-gen CWR Mobile CRM will provide powerful support for the Mobile First IT strategies today s leading private and public sector organizations are now seeking to implement. It will provide a powerful and yet easy to use Cross-Platform Mobile CRM Application Platform that will take development, deployment and lifecycle management of enterprise CRM-based mobile applications to an entirely new level, resulting in highly compelling mobile business solutions that help businesses win. With Mobile as the new normal, it is truly an exciting time to be implementing, developing with or evaluating CWR Mobile CRM. We look forward to keeping you informed of the innovations and exciting capabilities that CWR Mobile CRM will deliver for you now and into the future!

14 Mobile First: Taking Mobile CRM to the Next Level 14 Send Us Feedback On This Document We listen closely to feedback from our customers and partners, and we d like to know how well this document met your needs as well as any ways that you would like to see it improved. You can quickly and easily provide this feedback via our website at This document is for informational purposes only. CWR MOBILITY BV MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Copyright CWR Mobility BV. All rights reserved. Microsoft, Windows and Microsoft Dynamics are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Apple, iphone and ipad are trademarks of Apple Inc., registered in the U.S. and other countries. The Trademark BlackBerry is owned by Research In Motion Limited and is registered in the United States and may be pending or registered in other countries. CWR Mobility BV is not endorsed, sponsored, affiliated with or otherwise authorized by Research In Motion Limited. Android is a trademark of Google Inc. Use of this trademark is subject to Google Permissions. LinkedIn is a registered trademark of LinkedIn Corporation. Other trademarks held by their respective owners and/or its suppliers.

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