SFA or Sales Force Automation is another big buzzword among corporates. Using mobile devices, they can empower their field associates and ensure flow of information in a real-time manner over company networks and the connected mobile device. The most favored way for companies is to integrate SMS-based applications with the ERP, and ensure that order management and inventory management is done in real-time. Companies are using mobile applications extensively for customer care or customer relationship management.

What is ironical is that any application that is used by a company in a PC environment can be shifted on a mobile platform and integrated with the company infrastructure, and yet many companies are either completely unaware of this or are scared to make use of the mobile platform. Many applications of account receivables, vendor management, human resources, etc that have been customized can be accessed over the mobile phone. According to experts, once the word spreads on this ability, companies would eagerly make their customized applications more mobile.

Major application providers in the Indian market are ValueFirst, Air2web, ACL Wireless, Cellnext, Mobile One, Base, Jatayu, and Jopasana.

Mobile Middleware
The push for mobile applications is also coming from a different sphere; it is coming from the mobile middleware companies. IDC defines mobile middleware as a software platform that includes server or client/server software that either extends the reach of existing IP or other mission-critical applications such as groupware, CRM, sales force automation or ERP solutions. In short, mobile middleware addresses the need to deliver corporate applications specifically to mobile and wireless environments.

Sybase is a leader in this segment and partnering with software vendors to promote mobile applications. In fact all the top middleware players are all large entities, namely Sybase, RIM, IBM, Nokia (Intellisync), Oracle, Microsoft, SAP, and others. Currently, Sybase is the market leader, with over 70% market share.

Device Conundrum
Enterprise mobile devices are equipped with load of features like call management and interoperability between fixed phones and mobile phones, and Internet calls (VoIP over WLAN). These phones also enable reading Word, Excel, PowerPoint files and, to some extent, edit them and synchronize the changes with the PC. Good browsing capabilities, multiple email clients, long battery life and ability to support common operating systems are the features available for enterprises on the move.

The biggest problem with the spread of mobile applications had been high-priced handsets, at over Rs 20,000. Companies were wary of investing so heavily into such devices. Fortunately, the economies of scale seems to have caught up on this regard as well:today a decent PDA phone can be purchased for just over Rs 10,000E61 from Nokia is a good instance it has a full QWERTY keypad and 3G capability, and is priced at around Rs 13,000.

In the future, many devices will be entering the market from international players. Not only that, traditional PC manufacturer, HP, is also taking a lot of interest in this space and targeting different segments of customers with its product. A lot many Chinese companies are also coming up with their offerings in this space, so one can expect a full feature PDA phone under Rs 10,000 in the coming days.

Challenges Faced
Security continues to be the biggest fear factor for any corporate thinking about mobile applications. But, that could change as companies including handset manufacturers are developing technologies for providing a complete and secure wireless solution.

The big factor is the Multiple OS scenario in India: Nokia comes with Series 40/60/90; Microsoft with Mobile OS; PalmOne and a number of Linux-based OS have increased complexity of development and deployment of mobile applications.

The other big factor has been the low RoI leading to little incentive for application developers for Indian markets. This results in many vendors targeting the overseas market rather than the Indian one.

Up Ahead
The future seems quite good for mobile applications, as the awareness increases with the coming time. A major change could be GPS-based applications and also GIS applications. Mobile GIS is the expansion of a geographic information system (GIS) from the office into the field. A mobile GIS enables field-based personnel to capture, store, update, manipulate, analyze, and display enterprise geographic information. In the days to come, one could see a lot more action in this space; hopefully things would not be so paradoxical.

Shashwat Chaturvedi
maildqindia@cybermedia.co.in

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