SAP stands firm again in China

Absrtact: Relying on a large number of data mining and analysis, precision and intelligence to promote the ability to personalize the mass of users, SAP in China again firm footing. "Chinese entrepreneur" for a full one-hour interview, McDermott, CEO of SAP (Bill McDermott) only

Relying on a large number of data mining and analysis, accurate and intelligent referral capabilities, personalized customization of the mass users, SAP in China again firm footing.

"Chinese entrepreneur" for a full one-hour interview, Bill McDermott, CEO of SAP, McDermott me with only one SAP product and asked his colleagues to show it to me before I left SAP. This is a small application called "My Runway" in Chinese, which can be downloaded for free at the Apple App Store. With this app, users can show their wardrobe to friends and make recommendations for users, such as how to dress for a business meeting. It is worth mentioning that the user will be photographed after the use of clothing items upload, press the "collocation" button, the mobile phone screen will appear costumes with the program. This micro-innovation is the biggest difference compared to similar applications in China.

Do not underestimate this micro-innovation, it is the biggest secret of SAP's foothold in China: rely on a large number of data mining and analysis, accurate and intelligent ability to promote the mass users personalized customization. "Every time we consider the consumer experience, we have to measure its mobility, timeliness, and social performance." "McDermott said. In McDermott's interview with Chinese entrepreneur, Haso Pratna, the 67-year-old SAP co-founder and supervisory board chairman, Hasso Plattner, is painting another media reporter, like Meng, which is "how the consumer experience evolves to the next age", Key words are mobile, real-time, and social.

As one of the world's "enterprise software manufacturers", simply put, SAP believes that only personalized products and services is the profit model. In the past few decades, SAP has adhered to this law, making company software and charging buyers fees. Following this business logic, SAP has always had a beautiful transcript, especially in the third quarter of 2012, which has achieved double-digit growth in Chinese enterprise applications, databases, mobile commerce and Business Analytics products.

Mobile products such as "My catwalk" are almost against tradition in this listed company. To be exact, SAP has struggled with SAP tradition as early as four or five years ago. "In SAP, our business growth is driven by innovation, and our innovative adjectives are uninterrupted, continuous innovation." "said Meng. Typically, a new software is programmed and tested before it is released to the first batch of customers. This process takes at least a year. After the mobile internet era, SAP found that the business cycle of mobile software was actually in weeks, while the research team was fighting for small teams. As the "lean Entrepreneurship" wrote, SAP's mobile software development team started to talk to customers, using an iterative approach to develop new software every four weeks.

The change in production is not the biggest challenge, and McDermott and co-CEO Snabe Jim Hagemannsnabe will struggle with SAP's revenue model to convince the board why it is developing products that cannot generate cash flow.

In China, the past experience is that global internet giants are hard to succeed, and more and more people in the industry believe that the mobile Internet industry will be the next battleground of China. Does SAP have a bedding in China that relies on "free"-a game rule that has long been familiar to Chinese players? Fortunately, no company has yet dared to say that it has found a way to make money in the mobile internet age.

The truth is that McDermott and Snabe gradually established their authority on the board. In the strategic layout, SAP first acquired the Sybase Company (Sybase) in the mobile business. At the end of July last year, it launched the cloud computing products business ByDesign. In storage computing, in 2011, only one-year Hana of real-time analytics software has earned more than $200 million. McDermott said, Hana in China's popularity speed is the world's leading, its users have farmers spring, Lenovo and so on.

"One thing I like most about China is that China's culture is actually the most conducive to innovation." "he said.