Home / / SAP broadens horizons at GITEX

SAP broadens horizons at GITEX

SAP uses tech expo to reinvent itself as cloud-focused company

Shariff: We are aiming to become the cloud company of the future.
Shariff: We are aiming to become the cloud company of the future.

SAP is using GITEX Technology WEEK to reinvent itself as a cloud-focused company. Firdaus Shariff, Head of Marketing, SAP Middle East and Africa, comments: “SAP is the biggest enterprise software company in the world. That is our core business, but what we are aiming to become is the cloud company of the future.”

The company is also keen to shed the misconception that it serves only large customers.

“We also have a lot of SME [customers],” Shariff explains. “If you look at SAP globally, although we are very enterprise-focused, 80% of our customer base is SMEs.”

One of SAP’s main drives at this year’s GITEX is cloud. The company is paying particular attention to the different kinds of cloud audience that need to be served.

In addition, the company is demonstrating its innovations portfolio, which includes mobility and the firm’s analytics and big data platform, HANA. SAP has been prominent in sporting circles over the past year, with the use of HANA in analysing the court and pitch perfomances of some of the world’s top atheletes. HANA is used by tennis star Serena Williams’ coach to fine-tune her game, and was famously also used by the winning German national football team at the 2014 World Cup in Brazil.

“We also have 16 [regional channel] partners on the stand and each one of them is focused on various elements,” says Shariff. “Some are focused on HANA, some on mobility and some on cloud.”

SAP has also taken bold steps into the smart city arena, and is demonstrating how HANA can be used in smart environments.