A generation is entering the workforce that has only ever known collaborative, social software. The internet is something they access through their iPhone. And the only reason they maintain an email account to communicate with their parents. Enterprise software maker Oracle wants to reach these Facebook-crazed, instant messaging-addicted kids, reared on wikis, blogs, widgets, YouTube and Google Apps.

Don't fight it
Large companies have traditionally blocked consumer software when it's hit their business, says Simon Banks, Oracle's GM of CRM on Demand for Asia Pacific, during a swing through Auckland. He cites instant messaging, Skype as example of programs that started as grassroots insurgencies in the workplace, but are now going mainstream.

Now Oracle, too, wants to get down with the kids, with a new series of software dubbed "Social CRM" (customer relationship management software).

The next version of the company's core Oracle CRM on Demand software, release 16, will sport a bunch of "Oracle Social CRM" features that mimic Facebook - just the ticket for engaging generation Y, says Banks (the "On Demand" suffix refers to the product's software-as-a-service focus, mimicking Salesforce.com, the pioneer in placing CRM software on the net).

New collaborative tools, and a social networking style interface (see screen shot bottom) are designed to make it easy for staff to quickly pool their ideas when faced with a problem like and upset client. The social networking-style interface will also encourage (how can we put this?) older salespeople to share leads and actually enter sales contacts, call history and other info into their CRM software, Banks says.

The idea is that the social interface is sufficiently engrossing as to spark "viral adoption" among staff, encouraging them to use core CRM features, and to employ add-on Oracle CRM modules (Oracle Sales Campaigns, Oracle Sales Prospector and Oracle Sales Library) for things like sharing successful PowerPoints, or splicing and dicing each others pitches to form new presentations.

In a preview for NBR, Oracle also displayed a slick mobile client version Oracle Mobile Sale Assistant, designed to run on an iPhone. For example, if you're on your way to visit a client and are looking for some more contact or background details, there's one button access to see their profile on business networking site LinkedIn, or access their Facebook page.

Like, Web 2.0 Mash-ups
Mobile Sales Assistant draws on another yoof phenomenon, the "mash-up". For example, a Contact in Oracle CRM can be displayed in Google Maps. On the iPhone client, the process looked pretty seamless, at least in demo (BlackBerry is also supported).

Keeping with the new CRM range's mod focus, Oracle will sell Mobile Sales Assistant, and Mobile Sales Forecast, through Apple's iTunes AppStore. Final release is due in a couple of months. Oracle CRM on Demand Release 16, and the three Oracle Social CRM modules described above, will be released early in the new year.