Virgin Mobile has built up a wiki-style environment, dubbed "Concierge", for a collaborative knowledge base. This month the company has gone live with an internal social networking portal which it plans to extend out to customers.
Anderson said Virgin Mobile's structure does challenge the traditional organisational structure by unifying operations, IT and customer care into one.
RightNow's vice-president for South Asia Pacific, Brett Walters, said the company has moved all its software to be Cloud-only in response to customer demand.
"We don't have a local data centre yet, but we may have one by 2012," Walters said, adding customers, including large enterprises, are happy to have their data hosted off-shore.
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