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NEW YORK (TheStreet) -- (CRM - Get Report) shares were advancing 1.8% to $58.34 in pre-market trading as the cloud computing giant announced a revamped mobile platform, Salesforce1, to keep its existing customers happy, as the technology world got its first look at salesforce's new initiatives.

Salesforce1 is expected to be a key topic of conversation at the 100,000-strong Dreamforce developers meeting, kicking off Monday. The function will be accessible to existing customers through a free upgrade, allowing them to pool together all of's offerings and features into customizable mobile and social apps.

The platform allows easier mobile access to third party applications from Dropbox, LinkedIn (LNKD), as well as note-taking software maker Evernote.  It also makes it easier for developers to create apps for wearable devices and other connective devices.

The launch of Salesforce1 shows a shift in the company strategy to focus on a mobile first platform compared to a traditional focus on online platforms, reflecting the evolving consumer landscape as customers increasingly use mobile devices to interact with companies. Salesforce is seeking to position itself as a key development platform for mobile applications.

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Salesforce1 is not only limited to customer applications. The company also emphasizes that the platform can be used for employee applications and back office applications, as well as mobile and social intranets . The platform will also let developers build apps through HTML5, native and tools from Heroku1.

San Francisco-based company expects a 29% increase in mobile productivity, 83% improvement in process improvement, and 56% faster deployment with the new platform.

The announcement coincides with's third-quarter earnings announcement after the market close. Earnings of 9 cents a share on revenue of $1.06 billion are expected by Wall Street, according to a survey of analysts by Thomson Reuters.

-- Written by Andrea Tse

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