Analytical CRM. The next step in intelligent enterprise evolution. Providing you with:

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1 A Datamonitor report Analytical CRM The next step in intelligent enterprise evolution Published: Jun-05 Product Code: DMTC1112 Providing you with: Coverage of the full range of technologies in the acrm market, including ETL, data quality, data warehousing and BI tools Discussion on the development of acrm technologies as part of the changes seen in the wider BI market Use this report to... Understand the indicators displayed by firms likely to adopt advanced acrm solutions A full market sizing analysis by geography, vertical and technology for the acrm space Analysis of the usage of acrm, the ways in which it is currently deployed, and how this will change

2 Analytical CRM The next step in intelligent enterprise evolution DMTC1112 Introduction Analytical CRM is both a technology and a concept. As part of the wider business intelligence market it is a complex area to understand. This report simplifies the technologies, uses and user groups found in the acrm market. Datamonitor considers acrm to be the next logical step in the development of the customer-centric enterprise, as natural as the deployment of enterprise applications and the development of robust and scalable technology infrastructures. The question remains how will businesses adopt acrm: as part of a wider enterprise business intelligence (BI) initiative, or, as an independent customer focused solution? The answer is both. Key findings and highlights The market for acrm is significant with strong and stable growth forecasted. Vendors in this space must understand the ways in which acrm is utilized, how to identify the right customers and leverage their expertise to succeed in this developing market. Reasons to buy Understand the indicators displayed by firms likely to adopt advanced acrm solutions Learn about the market opportunities, by geography, vertical and technology Develop new strategies to encompass the changes seen and expected in the acrm space Contact us... From Europe: tel: fax: tcmarketing@datamonitor.com From Germany: tel: fax: deinfo@datamonitor.com From the US: tel: fax: ustcmarketing@datamonitor.com From Asia Pacific: tel: fax: apinfo@datamonitor.com

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4 Analytical CRM The next step in intelligent enterprise evolution DMTC1112 Table of contents EXECUTIVE SUMMARY INTRODUCTION acrm must be defined both as a technology and a concept - As a concept - As a technology Business intelligence and acrm - The uses of business intelligence Why acrm? Why now? - Evidence? Enterprise and customer value What's covered in this report? ACRM TECHNOLOGY AND DEVELOPMENT acrm is usually part of a wider BI initiative; however, it can also be an enhancement to CRM applications Changing technology, infrastructure and business requirements all influence the development of acrm solutions - Technology - Technology infrastructure - Business requirements Finding the value in acrm projects depends on their deployment and uses While information democracy is an important feature of acrm but it needs careful analysis to deliver value - User group requirements influence each group's technological requirement - Hide the complexity of acrm from less advanced user groups - Strike a balance between real time and right time - Policy design and information democracy Conclusions CUSTOMER FOCUS Most enterprises follow a development path; vendors need to deal with those businesses at the right level of maturity Businesses which will benefit from acrm share a number of indicators - A high degree of commodotization, tied with high data volume creates the right environment for acrm adoption Small to medium enterprise acrm is not as unlikely as it sounds - Reporting is an important step toward analysis Information generated by acrm can either be pulled, or pushed. User group requirements dictate Data quality is always going to be an issue, but it is perhaps not as significant as previously thought Conclusions THE MARKET FOR ACRM As a subsegment of business intelligence, acrm is a difficult market to ring fence and account for acrm is a growing market, showing signs of maturity in NA and EMEA - Geographical analysis As database vendors incorporate more BI technologies into their product, they will own an increasing share of the market - Built-in bias Financial services, retail, manufacturing and communications are the clear vertical leaders in this market The market split by size band highlights the high end nature of this technology set Conclusions...aCRM, like CRM, is not just technology, but a broader shift culminating in business transformation which requires technology, cultural change and support from the executive board right through to buy-in at the most junior level in the firm... Analytical CRM

5 COMPETITIVE LANDSCAPE BI-related vendors can be thought of in three technology areas, analytical infrastructure, data management and BI tools - Vendors - Analytical Infrastrcture - Data management - BI Tools Analytical infrastructure vendors need to maintain their operational independence in the market place to survive as independent entities Data management vendors are well placed to maintain their role in this market and offer elements of other vendors' functionality - Reach down - Reach up BI tools vendors need to offer three things: flexibility, some pre-packaging and an ability to integrate with anything - Flexibility - Pre-packaging components - Integrate with everything CRM vendors have a role to play in this market centered on market education and providing functionality for a wider audience STRATEGIC CONCLUSION Market education should be thought of under three headings: business transformation, technology and uses - Business transformation - Technology - Uses Vertical, geography and size band focus all have a fundamental role to play in vendor strategy - Vertical - Geographies - Size band acrm will remain a piece of the wider BI market, and will often be a 'bolt on' to deals in other BI domains The competitive landscape is dominated by several large key players. Datamonitor expects further consolidation and a diversification of vendors' product portfolios APPENDIX TABLES Table 1: acrm market globally Table 2: acrm market by geography Table 3: acrm in NA Table 4: acrm in EMEA Table 5: acrm in APAC Table 6: acrm in CALA Table 7: acrm technologies Table 8: acrm market vertical analysis globally 2004 Table 9: acrm market vertical analysis by geography 2004 Table 10: acrm market vertical analysis globally 2009 Table 11: acrm by company size band FIGURES Figure 1: Business intelligence architecture Figure 2: acrm user groups Figure 3: acrm market globally Figure 4: acrm market by geography 2004 and 2009 Figure 5: Business intelligence architecture Figure 6: The enterprise/customer bridge Figure 7: Fair value Figure 8: acrm user groups Figure 9: acrm market globally Figure 10: acrm market by geography 2004 and 2009 Figure 11: acrm technologies aCRM is part of the much wider business intelligence (BI) market and should be treated carefully. Often acrm is part of a wider intelligence initiative within a company; while intimately linked, the two should not be confused... Analytical CRM

6 Analytical CRM The next step in intelligent enterprise evolution DMTC1112 Datamonitor: Your total information solution Datamonitor is a premium business information company helping 5,000 of the world's leading companies across the Automotive, Consumer Markets, Energy, Financial Services, Healthcare and Technology sectors. Our products and services are specifically designed to support our clients key business processes - from corporate strategy to competitive intelligence. We provide an independent and trustworthy source of data, analysis and forecasts to improve these processes and ultimately, to help grow your business. Corporate Strategy & Business Planning Product Development & Commercialization Targeting & Influencing the Market Market & Competitive Intelligence Quality Data Expert Analysis Future Forecasts Make more effective strategic and business decisions Accelerate delivery of commercial success Assess and influence your commercial and market environment Maintain or obtain critical competitive advantage HELPING TO GROW YOUR BUSINESS No-one speaks louder than our clients ACI Atos Origin Avaya Communications Blue Pumpkin BSKYB BT Bull Chello Cisco CMG Computer Associates Convergys CSC Financial Services Deutsche Telekom Diamond Cluster EDS Ericsson Eyretel France Telecom Gemplus Genesys Hewlett Packard IBM Infogrames Intel Intervoice KPN Mobile Manugistics Microsoft Mitel Telecom NCR Nice Systems Oberthur Philips S1 Corporation Samsung SAP Sega Setec Siemens AG Sonera Sony Staffware Sun Microsystems Sungard Telefonica Moviles Teleperformance Thales Thus Unisys Vivendi 89% of our clients use Datamonitor research to develop competitive intelligence Source: Datamonitor Customer Research

7 The enterprise applications market continues to innovate and evolve rapidly, despite the technology market downturn. Interested in this topic? Datamonitor's Enterprise Applications Strategic Planning Program covers application software, integration, portals, infrastructure, enterprise management, and web services. It combines two critical elements: analysis of technology investments in the context of overall business strategy; and granular analysis at a vertical, country and competitive level. Other reports available in this series CRM in Higher Education Analysis of an end-user survey focusing on the market for CRM technologies among institutions of higher education. Published: Mar-05 Product code: DMTC1114 CRM in Healthcare Detailed exploration of the US and European CRM and ERP markets with market sizing, trends and analysis for the healthcare market. Published: Dec-04 Product code: DMTC1078 Vertical CRM: the definitive sales guide CRM license revenues rebounded from declines in 2002 and will continue to grow slowly through Market saturation, price depression and slow growth in North America will force CRM vendors to focus on the SMB market. Published: Dec-04 Product code: DMTC1090 CRM for small to medium business CRM is no longer exclusively for the enterprise. Small to medium businesses offer CRM vendors the opportunity to generate huge new revenue streams from what has previously been an un-tapped market. Published: Dec-04 Product code: DMTC1030 For more information on reports and briefs go to: Subscribe to Monitor A monthly update of Datamonitor's new products, delivered to you by . monitor@datamonitor.com

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