lolloj - Fotolia
With the presence of Microsoft, SAP, Salesforce, etc., in today's market, it is smart to consider the question of what the CRM platform wars mean for the everyday users. There are benefits to the platform wars, as well as a downsides.
The good. The platform wars are good in that there is functional consolidation from the enterprise point of view, which is a very wise.
Looking back at SAP, for instance, 20 years ago, their ERP platform was really the only name in town. Everyone wanted to do an ERP implementation because it included basically 90% of the necessary business functionality in a single platform, which was very desirable. What we learned then, and what we've all been convinced of since, is that kind of monolithic deployment will basically eat you alive. And I think the platform wars that we're seeing now are a 21st century answer to that 20th century problem.
I think having these cloud technologies out there that are well-integrated and that solve a host of enterprise challenges and problems all in one pass is a great thing. I think the fact that they are competing nose to nose and beating the daylights out of each other, in terms of feature wars and trying to get to the market first with the best new product, is very healthy. It spurs innovation between competitors.
The bad. I think where the platform wars become unhealthy is when the giants enterprises are so powerful that, say, Microsoft can gobble up LinkedIn for pocket change.
The more of this gobbling up that happens, the more we will see the whole tech universe funneling in directions that are not as diverse and as rich as what we've had for the past decade. We've had a mixture of young upstarts who had the power and the innovation to challenge the giants.
The fact that Microsoft, Salesforce and IBM are giants in the industry, readily able to scoop up other smaller companies in the Fortune 500, is going to stunt innovation and growth. Even though it's a shortcut that is understandable, as these giants want to shell out a few billion dollars and get a whole lot of functionality in one pass, it can be detrimental as a whole.
Buying up functionality does save time, but it also cuts down on the one asset that we need: competitive innovation. We need it in the marketplace, and we need it to continue at the pace that we've been seeing the past few years.
Microsoft strengthens partnerships
IBM makes strides with analytics
SAP uses cloud for integration
Differences between top CRM systems
Dig Deeper on CRM strategy and implementation
Related Q&A from Scott Robinson
Companies often look at customer relationship metrics to determine how customers feel about a brand. Here are examples of how to obtain and use ... Continue Reading
Salesforce users can follow these steps to create sophisticated codeless apps that integrate the Next Best Action feature using the Lightning App ... Continue Reading
While similar, digital CX and customer experience are different. The former focuses on digital communication tool experiences, while the latter is ... Continue Reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.