“…Convenience is one of the strengths of adopting mCRM services, as they provide flexibility (Anckar and Eriksson, 2003) and 24-hour availability. Other benefits include localisation, personalisation, dissemination (Camponovo et al, 2007), context sensitivity, interactivity, convenience familiarity and multimediality (Schierholz et al, 2007), reduced latency, increased speed of response, enhanced efficiency of operations and workforce, improved productivity ( Jain, 2003), eliminating time and distance Value proposition mCRM strategy in UK SMEs for companies to conduct business (Harker and van Akkeren, 2002). It has transformed business processes and models, significantly impacting on SMEs' process innovation (Scornavacca and Barnes, 2008).…”