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Over the years’ industries have grown, starting with focusing on their product/ service then shifted focus to customer needs now focusing on employee aspects as well. Technology has been binding these shifts since the start. SAP is also no different in this aspect, company was earlier focusing on strengthening its ERP base, once it became the dominant entity in this sphere the focus this year shifted to CRM. Since last 15 months’ company has been focusing on acquiring niche players in this space starting with Gigya and CallidusCloud, SAP planned to tie together solutions to support all front-office functions with SAP C/4HANA. The company recently went on to acquire Qualtrics. SAP has been depending on new cloud products for growth as the transition to cloud services has shifted clientele from its main enterprise resource planning business. SAP wants to capture CRM market therefore has been on acquisition spree and simultaneously focus on 360-degree integration such that going forward it becomes a one stop shop for enterprises of all sizes.

SAP is now quoting that it will help organizations combine their customer’s experience data with SAP’s operational data to transform how businesses are run. In one shot SAP is pitching to its customer that it will help organization with digital transformation via customer experience service and enterprise resource planning business. The company is consolidating its products and services and repackaging them under various categories like SAP C/4HANA, intelligent enterprise etc., to showcase that they are flexible with the changing business dynamics.

Over the years SAP has made significant investments like SAP acquired SuccessFactors in 2011, travel and expense software company Concur in 2014 etc. Now SAP is filling in the gaps and linking all its products to one another. SAP recently acquired Qualtrics, SAP strategy is to combine Qualtrics’ experience data and insights with SAP’s operational data to enable customers to better manage supply chains, networks, employees and core processes. Together, SAP and Qualtrics will deliver a unique end-to-end experience and operational management system to power organizations.

SAP is not just limiting its growth to one aspect at a time (e.g. Customer Experience and Relationship Management) but looking to grow in other aspects as well. SAP recently acquired Contextor SAS (a European leader in the design and integration of robotic process automation) to accelerate the development and expansion of its SAP Leonardo Machine Learning portfolio, thus adding to its “intelligent enterprise” offering.

SAP has always been very straightforward with its strategy, be it with its acquisitions or new product portfolio SAP is sending a clear message to enterprises, that as organizations are evolving and have realized that technological evolution is also necessary to grow they will need SAP for a 360-degree transformation. SAP’ strategies/ investments and acquisitions at any given time are not focused on short term growth but with a confidence to place itself at the center of future technological advancement and industrial evolution.