OpenMarket Taps Messaging to Improve Enterprise CEM

By Dan Meyer, RCR Wireless News

Amdocs’ OpenMarket division launched a mobile messaging solution that it claims is designed to help enterprise customers deliver improved customer engagement services.

The company said the offering is based on its Mobile Engagement Platform, providing “two-way” global text messaging for “immediate and direct interaction at various points along the customer journey.” OpenMarket explained that this platform can provide “insight, faster response times and lower operational costs.” The offering taps into recent reports that mobile devices are becoming ubiquitous with people around the world and that analysts predict mobile devices improve the overall customer experience.

OpenMarket said its platform is a software-as-a-service solution, which is designed to allow for quicker deployment and management by enterprise customers. The platform is also designed to integrate with an enterprise’s customer relationship management system to create “automated, personal and real-time mobile interactions with their customers.”

A recent report from Ovum claims customer engagement systems will be the fastest growing enterprise application through 2018, with e-commerce and CRM solutions expected to post 10% compound annual growth rates between 2013 and 2018. The report noted that enterprise applications that support such services as product lifecycle management will see a more modest 8% CAGR.

“Globalization and disruptive technologies – particularly social networks, cloud computing and mobile – have had a massive impact, raising customer, consumer, and citizen expectations and giving them greater power,” explained Jeremy Cox, principal analyst for customer engagement at Ovum. “This, plus a strong focus on cost reduction through IT modernization and fierce competition for customers, is leading organizations to invest in their ability to adapt quickly enough to remain relevant to consumers.”