Com­mer­cial Al­liance

SAP and hy­bris an­nounce fu­ture plans with omni-com­merce

HWM (Malaysia) - - SMB -

Fol­low­ing its re­cent ac­qui­si­tion of com­merce soft­ware ven­dor, hy­bris, SAP re­cently out­lined its plans for the grow­ing mar­ket around cus­tomer ex­pe­ri­ence man­age­ment soft­ware. At a press con­fer­ence held in New York City ear­lier in Au­gust, SAP pro­vided a vi­sion of the fu­ture of com­merce, high­light­ing the unique power of hy­bris com­bined with SAP to seam­lessly en­gage with cus­tomers across all chan­nels.

“Con­sumers are crowd-sourc­ing their de­ci­sion-mak­ing,” said Jonathan Becher, SAP Chief Mar­ket­ing and Com­mu­ni­ca­tion Of­fi­cer. “More than half of cus­tomers change their minds about buy­ing a prod­uct af­ter read­ing a neg­a­tive re­view on­line. What does this mean for com­pa­nies and brands? It means we have to lis­ten and re­spond to a whole host of dig­i­tal signals. We have to change our mind­set from con­trol­ling cus­tomer re­la­tion­ships and au­tomat­ing them, to think­ing about how to pro­vide that holis­tic ex­pe­ri­ence.”

With the hy­bris plat­form, which han­dles busi­ness-to-busi­ness and busi­ness-to-con­sumer sce­nar­ios, cov­er­ing e-com­merce, call cen­ters, mo­bile de­vices and on-premises sys­tems at re­tail lo­ca­tions, SAP is mov­ing into what they call “omni-com­merce.” SAP plans to of­fer hy­bris as an op­tion to some 40,000 core en­ter­prise re­source plan­ning soft­ware cus­tomers, which Becher claims are “in­ter­ested in a com­merce so­lu­tion.”

Other plans for hy­bris in­clude a push into other ver­ti­cals out­side of re­tail in­clud­ing man­u­fac­tur­ing, bank­ing and fi­nan­cial ser­vices. This in­cludes ex­pan­sion into new ge­o­graphic ter­ri­to­ries like China. In ad­di­tion to that, SAP also an­nounced its in­ten­tion to com­bine hy­bris with its Ariba on­line sup­plier net­work, which hun­dreds of thou­sands of com­pa­nies al­ready use to buy prod­ucts.

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