SAP AG (NYSE: SAP) plans to market its recent acquisition hybris AG as an option to its installed base of enterprise resource planning software customers as well as push the offerings of the Switzerland-based  e-commerce platform into verticals outside of retail such as manufacturing, banking and financial services.

The enterprise software maker announced its plans to snap up hybris in June. That deal closed on Tuesday.


With more consumers crowdsourcing their decision making, Jonathan Becher, chief marketing and communication officer for SAP, said the company needs to hone in on these online signals and change its approach from “controlling customer relationship and automating them, to thinking about how to provide that holistic experience.”

That’s the area where hybris can definitely help. SAP is positioning hybris as what it calls an “omni-commerce” platform. Hybris’ e-commerce platform handles both business-to-business and business-to-consumer transactions.
Hybris also covers call centres, mobile devices and on-premise systems at retail locations.
So far SAP has been successful in integrating its HANA in-memory computing platform to hybris.

More detail about the hybris road map is expected to be revealed in October but so far it Becher said SAP’s core customers of 40,000 ERP users are also interested in an e-commerce solution. As much as 30 per cent of hybris’ installed base are also SAP customers.

He said many customers are now upgrading from their older ERP systems and are looking to switch to alternative solutions.

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