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The Dynamics CRM revolution: How did it happen and what’s next?

Last year was an eventful one for Dynamics CRM 2015. New product updates and partnerships proved to be a powerful catalyst for Microsoft’s customer relationship management system. Here, we take a look at why it’s become such a success, and at how Microsoft will be capitalising on it in the coming months.

The Popularity of Dynamics CRM has rocketed

When Satya Nadella stood up and announced that the world’s “leading CRM application” would be going to Windows devices – in reference to Salesforce – many people were shocked.

This wasn’t an acquisition of a competitor (a strategy heavily used by Google) but an acknowledgement that the competitor wasn’t going away, and that a more tactile approach would need to be taken to keep customers happy.

However, the partnership appears to have been an intelligent one, with Microsoft’s commercial cloud revenue growing 114%, equating to an annualised revenue of $5.5 billion.

Third factors

Other factors have been instrumental in the rise of CRM over the past 12 months, for example, the widespread implementation of cloud-based devices running Microsoft Azure. According to this report, Azure is the only hyperscale cloud growing in triple digits – a tremendous effort. Compare this to Amazon’s AWS, which is running at 40%.

Of course, cloud implementation would be useless without mobile devices, and this year has seen a push in the direction of mobile-first. 2014 saw a huge increase in Android shipments, exceeding 1 billion for the first time, and Facebook became a mobile first company and made a 49% increase in Q4 2014 like-for-like in 2013.

Perhaps more importantly for Microsoft, while other tablet manufacturers are seeing their market share and like-for-like profits slide, the Surface Pro’s revenue has hit $1.1 billion – up 24% like-for-like. Facts like these show that mobile is the way of the future, and Azure powered technology like CRM are set to grow alongside it.

The future is Dynamics CRM

The end of 2014 saw an expansion of the CRM family with the release of CRM 2015, January 2015 saw the acquisition of Parature, and later this year, a huge number of additions are coming to CRM that will affect it both online and on-premises.

Although Salesforce is still technically a competitor, partnering with them has brought them into the Microsoft ecosystem, turning them into less of a threat. While other competitors like SugarCRM and NetSuite CRM+ remain on the market, it’s clear that Dynamics CRM – and its integration across all of Microsoft’s platforms powered by Azure and Office 365 – is the future.