Agenda Why develop on SAP Platforms SAP Mobile Platform SAP HANA Cloud Platform SAP Platform Partner Programs SAP Store SAP Apps Challenges for Mobile and HANA Cloud

1. SAP Platform Partner Programs
Everything you always wanted to know about the new SAP Platform
Programs
Clemens Suter-Crazzolara, PhD
Head Platform Ecosystem & eChannels Europe, Middle East and Africa

2. © 2013 SAP AG. All rights reserved. 2
Agenda
 Why develop on SAP Platforms?
 The SAP Mobile Platform
 The SAP HANA Cloud Platform
 SAP Platform Partner Programs
 SAP Store
 SAP Apps Challenges for Mobile and HANA Cloud

3. © 2013 SAP AG. All rights reserved. 3
Why develop on SAP Platforms?

4. © 2013 SAP AG. All rights reserved. 4
Expand Addressable Market
Through Organic Innovation + M&A
Mobile
Database &
Technology
Cloud
Analytics
Applications
BI/Analytics
Middleware
Core ERP +
Suite
2010 2015
$110 B
$230 B
Geographic expansion
SAP HANA
SAP Business ByDesign
SAP NetWeaver Gateway
Visualization
Predictive
BPC
GRC
SAP Business Suite on SAP HANA
Continuous Innovation
BW on SAP HANA
SAP BusinessObjects
Source: IDC, CMI, strategy reviews with consulting firms, team analysis
SAP HANA Cloud

5. © 2013 SAP AG. All rights reserved. 5
... to drive scale, market adoption & provide customer choice
Co-Innovation
Drive game-changing co-innovation and
proliferation of partner applications to
accelerate market adoption of
all SAP platforms
Routes-to-Market
Expand & specialize all routes-to-market,
optimize coverage and accelerate growth
across all segments
Services Capacity
Scale high quality service capacity and expert
skills of our partner ecosystem with special
focus on fast growth markets and innovations
Partners playing pivotal role in all 5 markets categories
Strategic imperatives
10k
Packaged Applications
40%+
Partner Revenue
400k
Trained Partner Consultants
2015 goals
An open ecosystem of partners ….

6. © 2013 SAP AG. All rights reserved. 6
The Mobility Imperative for Businesses
Source: International Telecommunications Union 2010, Morgan Stanley 2010
• Exponential growth of mobile devices
• Bandwidth increase
Businesses must also catch up.
Consumers are supercharging mobile
• Increase in employee mobility
• High demand for mobile apps

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1.2 1.3
0.8
1.8
0.7
4.6
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
2010 2015
In-House Development
Partner Development
Packaged Apps
2%
17%
48%
Total market
CAGR 23%
2,7
$7,7B
Sources: SAP analysis, based on Gartner, IDC, Forrester data
The growth of the mobile enterprise application market is
fueled by packaged apps
$7.7B Global Mobile Enterprise Apps Market
 Standardized
 Fully functional & downloadable
 Licensed by customers via
standard license agreement
 Upfront and/or a recurring license
fee
 Standard support and
maintenance terms
 Implementation mainly by
configuration
 NOT built specifically to the needs
and environment of an individual
customer
Packaged Apps Criteria by SAP

8. © 2013 SAP AG. All rights reserved. 8
Broadest end-to-end mobile solution
A comprehensive and open mobile portfolio
Support for All
Devices
Instant Mobilization
and Ecosystem
Full Service Platform
Cloud or On-Premise
Backend Agnostic
LoB/Industry Apps Customer/Partner Apps Analytics Apps
SAP Store and Mobile Apps
Cloud and Managed
Mobility
SAP Mobile
Platform
SAP
Afaria
SAP Mobile
Documents
SAP & Third Party
Development Tools
SAP Mobile
Services
3rd Party
Systems
SAP
Systems
3rd Party
DBs
SAP
HANA
End-to-EndSecurity
Rapid Deployment
Services
Customization and
Services

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The Cloud Imperative for Businesses
• No server costs: Operations by
cloud provider
• Always on “latest feature set”
Not a hype, but reality
Cloud
• Instant runtime provisioning shorter
development cycles
• New channels and extended reach

10. © 2013 SAP AG. All rights reserved. 10
Software-as-a-Service market - a big opportunity growing fast
1: Market opportunity in 2013 and Market growth 2012-2016 - Source: Gartner, Forecast Overview: Public Cloud Services, Worldwide, 2011-2016, 2Q12 Update
2: 2010-2014 – Source: IDC, Goldman Sachs research estimates
0
5
10
15
20
25
30
2012 2013 2014 2015 2016
US$-Billions
Market Size: Cloud Application Services
(SaaS)
 $US 17B Market Opportunity1
 17,4% CAGR2
 4 times higher growth of
cloud applications market
compared to on-premise
applications market

11. © 2013 SAP AG. All rights reserved. 11
Standards-based development
and run-time environment
Federated identity management via the
ID service
Persistency service leveraging
the speed of in-memory technology
Remotely monitored and managed via a
web-based Operations Console
Scalable Document Service for
managing unstructured data
Foundation for additional, well-integrated
application platform service capabilities
(Integration, Portal, Mobility…)
Connectivity service enabling seamless
integration with SAP and other systems
Built for leveraging the SAP Store
SAP HANA Cloud platform
Open, standards-based, modular services accelerate software development in the cloud
Services released for non-productive usage (beta) first before being released for productive usage. Please consult SAP for details

12. © 2013 SAP AG. All rights reserved. 12
Deploy with Confidence
SAP Global Data Center Operations
 World-class Tier-3 and 4 data centers
 Customer data always stays in same national jurisdiction
 SAP managed data centers and selected partners
operating according to SAP standards
BS25999
CERTIFIED
ISO 27001
CERTIFIED
Note: SAP HANA Cloud currently operated in Germany based data center – roadmap for additional data center support available from SAP on request
Data Center

13. © 2013 SAP AG. All rights reserved. 13
SAP Platform Partner Programs

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Straightforward & Cost-Effective Partner Program
Resources &
Communities
Attractive Offer at an
Attractive Price
Branding &
Support
SAP HANA Cloud
Applications Partner
Center
SAP Community
Network
Free Sandbox trials
Managed
Community
Dialogue
SAP HANA Cloud
application starter
pack
10 SAP Application
Development Users, 3 Virtual
Machines,
1GB structured RDBMS, 1
GB SAP HANA, and 10GB
unstructured, storage, 10GB
bandwidth
SAP HANA Cloud
application
certification
Reach 230,000 SAP
customers and
millions of business
users
Program Fee*
1.990 € p.a.
Application
Revenue Share
15%
Certification Fee
990€ initial/495€
recurring
Sell Through
the SAP Store
SAP-commitment to enable the ecosystem to contribute lion share of platform-based app portfolio
Standardized Partner Contract
HANA Cloud Application Development
Cooperation Agreement
* Offset against application rev shares
A High Impact, High Value Program For Our Partners
SAP HANA Cloud Applications Partner Program

15. © 2013 SAP AG. All rights reserved. 15
Straightforward & Cost-Effective Partner Program
Resources &
Communities
Attractive Offer at an
Attractive Price
Branding &
Support
SAP Mobile Apps
Partner Center
SAP Community
Network
Free Sandbox trials
Managed
Community
Dialogue
SAP Mobile
application starter
pack
10 SAP Application
Development Users and SAP
mobile platform developer
users*
SAP Mobile App
certification
Coaching Services
Reach 230,000 SAP
customers and
millions of business
users
Program Fee*
1.990 € p.a.
Application
Revenue Share
15%
Certification Fee
990€ initial/495€
recurring
Sell Through
the SAP Store
SAP-commitment to enable the ecosystem to contribute lion share of platform-based app portfolio
Standardized Partner Contract
Mobile Application Development
Cooperation Agreement
* Developer licenses restricted for packaged applications only ** Offset against application revenue shares
A High Impact, High Value Program For Our Partners
SAP Mobile Apps Partner Program

16. SAP Store

17. © 2013 SAP AG. All rights reserved. 17
SAP Store:
The Destination for Business Mobile Apps and Cloud Applications
Go-to-Market with Your Solutions
• One-stop shop for mobile business apps (on ALL
device platforms) and Cloud Applications
• Enterprise search and categorization
• Embedded in SAP go-to-market channel mix
• Reach millions of business users
• Cutting-edge demand generation activities
• Social commerce and influencer initiatives
• Key events and promotions
• Buy Now – online purchase of mobile apps –
customer discount- and system-assessment
Visit https://store.sap.com

18. © 2013 SAP AG. All rights reserved. 18
Selected Example Individual Marketing Opportunities with SAP
Enabling Our Partners in 2013
From Tailored Marketing to Partner Led Enablement
Partner Led Tools and Infrastructure*
SAP Joint Demand
Gen Campaigns
SAP Store Sales Letter
Campaigns
SAP Internal Field
Awareness & Promotion
Featured Partners on
SAP Social Media
eLearnings or other
Marketing Trainings
SAP Virtual Agency Access &
Marketing Service Bureaus
Marketing and
Social Best Practices
Web Content Feed
* In Progress
SAP Events or
Roadshows
Web Content
Feed

19. SAP Apps Challenges

20. © 2013 SAP AG. All rights reserved. 20
SAP Apps Challenges
You could win up to €10,000!
Submit your
app ideas
You Could Win Big: Up to €10,000!*
www.sapmobileappspartnercenter.com/appchallenge or www.saphanacloudappspartnercenter.com
Retail
Industry
Wholesale Distribution
Industry
Transport &
Logistics Industry
BlackBerry & SAP
Mobile Apps
Challenge
Autodesk & SAP
Mobile Apps
Challenge
Additional Marketing Benefits include:
One winner and two finalists per challenge
Special promotions for finalists and winner on the SAP Store
Press release template promoting designation as a winner/finalist
Winner recognition and award at a key SAP or industry event
21
Get enabled
3
Publish your app on
the SAP Store
* Terms and Conditions and award may differ per app challenge
SAP HANA Cloud
Applications
Challenge

21. © 2013 SAP AG. All rights reserved. 21
Timeline for SAP Mobile Apps Challenges & SAP HANA Cloud Applications
Challenge
Enter today to win exposure to customers and market influencers
Decide to be part of the game and submit your app proposal
Commit to get enabled and develop market-ready apps by August 15, 2013
Send your developers for training
Learn how to develop packaged apps based on the SAP Mobile Platform or SAP HANA Cloud Platform
Build your market-ready, certified app and publish on SAP Store
Benefit from coaching by SAP-experts throughout the process. Finalize and publish your apps on the
SAP Store
Submit your apps for one of the Apps Challenges – and win big!
Enter the Apps Challenge, win an award, and get promoted at a key SAP or industry event in the fall of 2013
For more details, please refer to www.sapmobileappspartnercenter.com/appchallenge or www.saphanacloudappspartnercenter.com
* Timelines may differ per challenge – see Terms and Conditions. September 9 for Autodesk Challenge
AUGUST 15*
MAY -
AUGUST
MAY
TODAY

22. © 2013 SAP AG. All rights reserved. 22
Your SAP Mobile Apps Partner Program Regional Contacts
Management Contact
Thorsten Leiduck
Strategic SIs
Eduard Kaussner
Americas
 Narayan
Sundareswara
 Brian McPhail
 Aharon Weiner
 Scott Harrison
EMEA
 Clemens Suter-Crazzolara
 Roger Rühm
 Rüdiger Stern
 Ines Botschek APJ
 Raghunath Thali
 Seiji Watanabe

23. © 2013 SAP AG. All rights reserved. 23
Act Now!
Visit the our Partner Centers and
Get Started Today!
Join the App Challenges!
www.sapmobileappspartnercenter.com
www.saphanacloudappspartnercenter.com
Grow your software business with
SAP
...and take advantage of a $7.7B mobile and $17B
cloud application services market opportunity
while reaching more than 230K SAP customers

24. Thank You!
Contact Information:
Clemens Suter-Crazzolara
Head Platform Ecosystem & eChannels Europe, Middle East and Africa
Clemens.suter-crazzolara@sap.com
+49 62277 43181
Twitter: @clesucr

25. © 2013 SAP AG. All rights reserved. 25
© 2013 SAP AG. All rights reserved.
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