Salesforce.com is clearly more than a CRM company. As Paul Greenberg on ZDNet points out in his recent article, salesforce understands that workplace and personal time are not too different. What matters are the user experience and building larger communities of business users and application developers. This speaks to initiatives such as Chatter for collaboration and the recent acquisition of Heroku the open source Ruby on Rails company.
Positioning salesforce as more than a CRM company is obviously good for product differentiation. Focusing on the “Consumerization” of the workplace will help adoption by making it a seamless experience from social life. Heroku the open source company was purchased for $212 million opening the gates to a vast community of developers that will help salesforce say with even greater confidence “there’s an app for that”.
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http://www.zdnet.com/blog/crm/salesforcecom-dreams-big-and-forcefully-part-i/2294?tag=content;search-results-rivers