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Al Batha goes live with Mobile CRM

The UAE's Al Batha Group is deploying mobile customer relationship management (CRM) software from SAP to boost productivity and efficiency in its sales force.

The UAE's Al Batha Group is deploying mobile customer relationship management (CRM) software from SAP to boost productivity and efficiency in its sales force.

The company, one of the largest private business groups in the emirates, is the first in the region to deploy the SAP Mobile CRM solution. It has initially deployed the system in its pharmaceuticals business, Modern Pharmaceutical Company (MPC), with 40 sales staff using tablet PCs running the CRM application, connected to the back-office SAP system over Etitsalat's GPRS network.

MPC went live with the system last month, after a three and a half month implementation process. Jan Felton, MPC CEO, said the company had cut order-processing times by half through using the system. "It means sales people don't have to fight through traffic to get back to the office and just that is a time saving," he pointed out.

Saji Oommen, general manager of Al Batha's IT division, said the company was looking at deploying the mobile CRM suite across other subsidiaries in the group, although he said not all would need it.

"We're working with a second company in the group right now," he said, adding that the group would evaluate that project's success before doing more rollouts.

Al Batha Group, which has been an SAP customer since 1998, consists of more than 20 separate companies in different sectors.

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