The chief executive of NetSuite, Zach Nelson, has revealed his vision for the future of customer relationship management (CRM) systems, claiming machine-to-machine communications will drive the next era of development.
Speaking in London at an event attended by V3 on Wednesday, Nelson said that as more everyday devices are given network capabilities it will increase the ability for firms to push sales direct to end-users.
"Machine-to-machine communication is an emerging channel that I think will be a huge revolution. In a car, for example, the built-in display screen will start to suggest the purchase of new tyres, or new windscreen wipers," he said.
"Machines will sell on your behalf as they become the CRM systems - this is going to be very significant going forward."
Nelson also noted that at present only seven percent of all financial transactions made are done so online, but he said over time this would increase as the use of CRM systems to drive e-commerce growth.
One area he said would help with this is Facebook, despite a rocky start.
"F-Commerce [Facebook] has not panned out quite as much as people though, but it will become a much bigger thing over time."
The firm also used the event to show off to UK customers present of the capabilities of its Suite Commerce tool, which it first unveiled in San Francisco in May at the SuiteWorld event attended by V3.
This included the announcement of new UK customers now using the service, including firms in markets covering beauty products, sports clothing and equipment and furniture, to highlight the breadth of use for the platform.
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