
170 ◾ Mobile Enterprise Transition and Management
Mobile customer relationship management (m-CRM) is perhaps one of the most
significant areas of mobile business applications due to the personalization features
of mobility that can be applied to CRM. m-CRM builds on top of e-CRM, which
in turn extends and develops the traditional CRM, as shown in Figure 5.5.
Traditional customer relationship management (CRM) is concerned with three
main characteristics, namely, acquisition, retention, and growth of customers. e
growth of electronic business took CRM to a new dimension. is e-CRM had the
main characteristics of various types of relationships: ...