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Conclusion: Channel strategy has become more complex with a range of options and better means of reaching various markets. The mobile phone is already a powerful tool and with the onset of more applications could emerge as the next, most discrete, channel in relationship management.

Changes will not occur overnight, but managers ought to look ahead to the next twelve months for options that are suitable to their organisation. This channel may be an effective one, replacing mail and leaflets, for both business and government, including local councils.

A plan to consider the mobile as a CRM tool should, at this stage, examine:

  • 1. Current channels and options and the cost of delivering them to see whether they can or ought to be changed.
  • 2. The aptness of emerging applications and how they might be adapted.

With the market reach of the mobile phone a strategy should be identified soon to take advantage of the channel.

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