Oracle launches CRM On Demand 19 with BlackBerry and iOS support

Oracle has released an update for its On Demand customer relationship management (CRM) service, adding new options for users running mobile handsets and tablets.

CRM On Demand Release 19 supports the iOS and BlackBerry platforms, and allows sales staff to access and update information on their mobile device.

The update also improves support for Microsoft Outlook, including a new set of interface and presentation options, but focuses primarily on new mobility options and extending the ability of sales staff to work from multiple locations.

"With the last major release of Oracle CRM On Demand a mere nine months ago, Oracle once again showcases its industry leadership in innovation by consistently delivering new value to sales representatives on their own fast-paced timetable," said Oracle CRM senior vice president Anthony Lye.

"Oracle CRM On Demand Release 19 introduces incredible diversity and ease-of-use, creating dramatic time savings for sales representatives and new revenue opportunities for organisations as a whole."

The addition of mobile support has been a popular selling point in CRM suites recently, and Salesforce made mobile support a key feature in its Spring 11 CRM update earlier this year.

Industry analysts were quick to highlight mobility as a major advance for Oracle's CRM suite.

"Adding mobility is a smart move as extending CRM to mobile workers, partners and customers is no longer a 'nice to have' for early adopters, but a 'must have'," said Ovum chief lead analyst Carter Lusher.

"Enabling the use of tablets, as well smartphones, which Ovum forecasts will have 653 million shipments by 2016, is a critical capability that enterprise and public IT executives must do to satisfy the bring-your-own-device crowd."