Real-Time Access to Customer Data Boosts SAP's Business Performance SAP Migrates Business-Critical Customer Relationship Management System to SAP HANA® Platform

HANOVER, Germany, March 5, 2013 /PRNewswire/ -- SAP AG (NYSE: SAP) today announced that it has gone live on the SAP Customer Relationship Management (SAP CRM) application powered by the SAP HANA platform in a record time of 2.5 months.  Users now benefit from secure, real-time access to business-critical data wherever they are for increased productivity, business performance and improved decision-making. The announcement was made at CeBIT 2013, being held March 5-9 in Hanover, Germany.

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In today's business world, speed and mobility matter. Business users expect fast response times as well as high quality and reliable information in their software. Additionally, the traditional desktop approach is long gone, with users demanding access to information anytime, anywhere and in real time via their preferred mobile device. In 2010, SAP outlined for the first time how in-memory computing and SAP HANA would dramatically increase the availability and speed of business information. Since then, SAP HANA has become the product with the fastest-growing customer pipeline in company history.

SAP migrated its business-critical CRM system to SAP CRM powered by SAP HANA through a project that was completed in record time, making the company the first customer to go live with the new solution.

"Real-time access to our customer pipeline allows us the ability to consistently analyze our business and know exactly where to focus additional resources and planning efforts. SAP Global Customer Operations is a vocal advocate of how SAP constantly delivers innovative business applications based on SAP HANA, in addition to serving as a highly-active internal customer," said Robert Enslin, president of Global Customer Operations and member of Global Managing Board of SAP AG. "With the migration of our own CRM system to SAP CRM powered by SAP HANA, we now benefit from accelerating the solution non-disruptively and providing decision-making insights from the account level through senior management, anytime, anyplace."

“Deploying the SAP 360 Customer solution and making SAP CRM available on SAP HANA was only the first step,” said Oliver Bussmann, chief information officer, SAP AG. “Mobile devices such as smartphones and tablets are widely used across SAP, and they are also the preferred option for accessing customer information. That’s why it is particularly important to us to embed SAP CRM on SAP HANA into our mobile strategy.”

Increased Performance Throughout the System
Implementing SAP CRM powered by SAP HANA results in increased performance that can be measured in different processes throughout the system. These include relatively simple processes such as business partner and contact creation, along with more complex processes such as the conversion from activity to lead to opportunity, and account and opportunity management. Early user feedback highlights performance improvements in the area of call center management, especially in search and reporting scenarios. SAP benefits from SAP CRM powered by SAP HANA by making decisions in real time, accelerating business performance, increasing business productivity and improving IT efficiency.

To learn more, visit www.sap.com/cebit . For more information, including additional news from SAP at CeBIT, visit the SAP Newsroom.

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 232,000 customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.

Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as "anticipate," "believe," "estimate," "expect," "forecast," "intend," "may," "plan," "project," "predict," "should" and "will" and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

© 2013 SAP AG. All rights reserved.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see http://www.sap.com/corporate-en/legal/copyright/index.epx#trademark for additional trademark information and notices.

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For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)

For more information, press only:
Samantha Finnegan, +1 (415) 377-0475, samantha.finnegan@sap.com, PST
Cathrin von Osten, +49 (62 27)-76 39 08, cathrin.von.osten@sap.com, CET
SAP Press Office, +49 (6227) 7-46315, CET; +1 (610) 661-3200, EDT; press@sap.com
Martina Bahrke, Burson-Marsteller, +49 (0) 69-2 38 09-31, martina.bahrke@bm.com, CET

SOURCE SAP AG



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