SAP CN For BlogWell 23 June2009 Final

Vibrant Communities Fuel SAP’s Customer-Focused Ecosystem Communities of Innovation at SAP Mark Yolton SVP, SAP Community Network Global Ecosystem & Partner Group June 23, 2009

Vibrant Communities Fuel SAP’s Customer-Focused Ecosystem Communities of Innovation at SAP Abstract: The world’s largest enterprise software company has built an extremely strong and robust customer-focused ecosystem of customers in all sizes and from all industries across 200+ countries and territories, partners of all types, bloggers/analysts, SAP employees in every department, and many others. A key differentiator is SAP’s network of communities, each targeted to serve specific roles and titles … full-featured virtual communities augmented by physical events and rich programs that connect more than 1.6 million individuals from around the world who actively collaborate and co-innovate. Learn how SAP is delivering extraordinary value to the members of its vast global ecosystem through the SAP Community Network.

The Best-Run Businesses Run SAP Large, Medium, and Small ... In All Industries ... Globally SAP 2008 revenues: €11.5 billion ~85,000 companies in ~25 industries 12 million users in 120+ countries Unique global ecosystem of: >1.6 million community members in ~200 countries and territories >2,000 partner solutions and companies – service, software, technology, channel CAGR total revenues: 10% 51,536 CAGR operating income*: 15% 43,861 39,355 35,873 32,205 29,610 9,402 10,242 11,567 28,410 28,797 8,513 24,178 7,514 7,341 7,413 20,975 7,025 2,842 6,265 2,705 2,735 5,110 2,410 2,086 1,880 1,688 1,471 1,244 796 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Revenue Employees Operating income* © SAP 2009 / Page 3

Dynamic Market Forces Are at Work Business Collaborative Innovation Globalization Networks Consumerization Quickening Pace of Change © SAP 2009 / Page 4

Market Shifts and Competitive Dynamics Are Driving Business Transformation From “build to last”… …To “build to adapt” Consolidation and efficiency Agility and innovation Command and control Connect and collaborate Internal R&D Co-Innovation Mechanical Organic Rigid Fluid © SAP 2009 / Page 5

New Ecosystem Approaches are Developing Old ecosystem approach New ecosystem approach A few companies dominate Many companies participating in an the landscape extended value chain One-to-many connections managed Ecosystem of customers, partners, as distinct relationships suppliers, influencers, and others Mechanical and linear Organic and interconnected Dynamic system or business network © SAP 2009 / Page 6

Rethink Success Customer-Focused Ecosystem Trusted and Relevant Partner Communities of Innovation Solutions and Services Software Solution Channel Business Process SAP BusinessObjects Partners Partners Expert Community Community Open Source Standards & Customers Customers Customer & Industry Value Networks Service Technology SAP Developer Enterprise Services Partners Partners Network Community SAP EcoHub © SAP 2009 / Page 7

Community Architecture Business v. Technical and Companies v. Individuals BusinessObjects community Business SAP EcoHub Report designers, developers, LOB heads, purchase business users decision-makers Share insights on business Online solution marketplace Business Process intelligence and information Expert community Discover, evaluate, and buy management partner and SAP solutions Business analysts, enterprise University architects, consultants Business topics by solution and industry Alliance Best practices in business Community process Companies Individuals Students and Standards Professors Technology and and Open Source Business tracks Customers, Industry Leaders Learn, connect… Common business and technology standards Lower cost of integration & IT Technical ownership SAP Developer Network IT pros, developers, enterprise architects, sysadmins Enterprise Services NetWeaver platform products and extensions Community Configure, install, run, optimize, innovate IT pro’s at customers, partners, and SAP Create SOA services specs for deployment in ESR © SAP 2009 / Page 8

Introducing the SAP Community Network: A Large, Global Online Network of SAP Experts Members >1.5 million members >200 countries / territories ~20,000 new members/month Business and Traffic ~600,000 unique monthly visitors IT Professionals >2 million unique visits per month working for Customers, ~20 million pageviews per month System Integrators, ISVs, Contributors >150,000 have contributed Consulting Firms >70,000 in 2008 alone and SAP >7,000 highly active >4,500 bloggers Momentum ~6,000 posts per day in 200+ forums >1 million topic threads >5 million total messages © SAP 2009 / Page 9

BNT* and Social Media Intersect in Two Ways: Private, orchestrated communities, focused on companies SAP Collaboration Workspace Enterprise Services Community Collaboratively creates specifications for core SAP processes for Enterprise Services Repository Industry Value Network Delivers pre-integrated, multi-vendor solutions to address industry-specific needs Industry and Technology Standards Ensures SAP's platform is open and interoperable with other vendor solutions in heterogeneous IT environments Covers business and technology standards, open source Private Collaboration: Protected with selective access * BNT: Business Network Transformation © SAP 2009 / Page 10

BNT* and Social Media Intersect in Two Ways: Large, open communities, focused on the individual SAP Community Network Content, Collaboration, Events Forums Wiki Blogs Events Communities for a Variety of Roles: Web 2.0 technology + SAP Developer Network Forums, blogs, wiki Business Process Experts SAP BusinessObjects Community Web topic aggregator pages University Alliances Community Content library, whitepapers, articles SAP EcoHub = marketplace eLearning, downloads, trial licenses … with Physical Events SAP Tech Ed + SAP Tech Tour Reputation, ratings, recognition … * BNT: Business Network Transformation © SAP 2009 / Page 11

Community 2.0 Platform & Programs Communication, Collaboration, Co-Innovation © SAP 2009 / Page 12

SAP EcoHub Community-Driven Online Solution Marketplace Accelerated Discovery Power of Insight Trusted Engagement © SAP 2009 / Page 13

SAP EcoHub What Our Customers, Analysts, and Media Are Saying “SAP’s newly launched EcoHub recognizes the need for SAP to provide its clients a more… comprehensive method to find partner or SAP sourced systems. It “SAP puts collaboration at heart of business is still in the early days, but this community-based strategy... Software company SAP is working with approach could become a valuable asset for SAP, its third-party suppliers and its customers to tackle clients, and its evolving ecosystem.” poor trading conditions in the face of economic Nigel Montgomery, AMR Research, October 2008 downturn.” – ComputerWeekly.com, October 2008 “SAP EcoHub is an easy to use single source that will streamline the process for “EcoHub is a step in a identifying trusted relevant solutions that fresh direction for meet our business needs and work within SAP.” our existing SAP installations. This is – Dennis Howlett, ZDNet.com, something that I have been searching for a October 2008 long time” Matt Stultz, VP., Global Information Technology October 2008 “SAP calls the EcoHub a ‘trusted marketplace,’ and the largest element is that SAP itself hosts the marketplace. However, a significant element is that the partners providing solutions and all the solutions themselves have been certified “SAP AG has launched an online marketplace offering by SAP.” software from ISV and solution partners that complements and extends SAP's applications…the David Bradshaw, Research Manager, online marketplace is already up and running” Applications and Solutions, IDC EMEA – Rick Whiting, Channel Web, October 2008 IDC, SAP Launches the EcoHub, Doc # Q83Q, October 2008 © SAP 2009 / Page 14

SAP Tech Ed and SAP Tech Tour Events Bring Communities to Life Community Clubhouse – Munich Community Day – Bangalore Keynote – Munich Demo Jam – Las Vegas © SAP 2009 / Page 15

SAP TechEd and TechTour 2009 >28,000 attendees in more than 45 worldwide events TechEd Events www.sapteched.com Tech Tour Events www.sapteched.com/techtour Vienna 8,000 Phoenix Shanghai N. America: (ASUG Chapter Meeting) Bangalore Atlanta Chicago 12,000 Minneapolis TBD EMEA: TBD Austria Netherlands South America: Bahrain Poland Romania Baltics Belgium Russia 8,000 Argentina Bulgaria Slovakia Brazil APJ: Croatia South Africa (2) Chile Czech Republic Spain Columbia (2) France Switzerland (2) China Dominican Republic Greece Turkey India (2) Ecuador Hungary West Baltics Japan Peru Israel United Arab Emirates Korea Venezuela Italy United Kingdom Taiwan Tech Tour attendees Tech Tour attendees Tech Tour attendees EMEA 8,000 Americas 4 ,000 APJ 3,000 © SAP 2009 / Page 16

Core Contributors Power the Communities ~70 SAP Mentors <1/100th of 1% ~7,000 Highly Active Contributors ~½ of 1% >70,000 in 2008 Contributors ~5% >170,000 Lifetime Contributors ~10% >1,600,000 Total Community Members © SAP 2009 / Page 17

SCN Top Contributors Reputation Management System Top three point earners in 29 categories from 200 topics Special recognition at events and online Recognized for contributions to improving community knowledge and understanding

SAP Mentors The Elite of the SAP Community Network Special status to exceptional, professional, and high-value members of our SDN, BPX, and SAP BusinessObjects communities Role models for the community Provide passion and energy + coaching on tone, content, context Mentors take on a leadership role Create a sense of belonging Candid feedback + direction to SAP Preview, advise, counsel Trusted, semi-private communication channels © SAP 2009 / Page 19

2008 Community Activity Overview Global Reach, Rich Content, Active Contribution ~250 articles published per month by ~200 extended team content publishers ~50 eLearning modules per month ~120k eLearning views per month ~200,000 forum posts per month ~300 blogs published per month >375k SDN Newsletter subscribers >250k BPX Newsletter subscribers ~940k SDN + 50k BOC + 30k BPX homepage views per month 3.9M SCN points in all of 2008 >150k lifetime contributors; >70k in ’08 12k contributors >100 lifetime points; >6,300 in ’08 6,500 lifetime contributors >250 points; >2,700 in ’08 >160 features, projects, and platform changes implemented in ’08 2 million content searches per month © SAP 2009 / Page 20

SAP Communities Deliver Customer Value Florida’s investment in an Siemens' developers Proctor and Gamble has SAP tax and revenue actively tap into SDN to moved from a community management solution enhance work with SAP definition group for Sales yielded a 9:1 ROI. technologies. Order Cockpit in 2008 to pilot and ramp up in 2009. “Extending our solution… “Siemens resolves required a very different NetWeaver-related technical “Our Sales Order Cockpit will business process. With BPX, problems using SDN 50 % provide significantly improved we tapped into experts and faster than through other user productivity for Customer launched faster leveraging channels.” Service Operations.” the work of others.” Richard Hirsch Dr. Dietmar Giljohann, Louis Panebianco Senior Portal/SAP NetWeaver® Global Solution Owner, Florida Department of Consultant Order Management in Supply Revenue Siemens IT Solutions Network Services and Services Procter and Gamble, Inc. © SAP 2009 / Page 21

The SAP Ecosystem makes headlines Many businesses can create stickiness by building user communities. Every year, … SAP hosts “ conferences where customers can meet with IT experts, software developers, and, most important, each other. These aren’t sales events per se, but you can be sure that attendees leave with a feeling of partnership with SAP. THE Jack and Suzy Welch, The Welch Way Business Week, September 2008 WELCH WAY SAP has set the standard — certainly within the tech industry — and offers a good example of the “ potential. SAP is one of the leaders in the scale, diversity, and integration of its vast ecosystem.” John Hagel and John Seely Brown How SAP Seeds Innovation Business Week, July 2008 The route of communities can be a powerful strategy…I see this as a competitive advantage (for “ SAP). Other vendors … are more instance-oriented and unsophisticated.” Stephen Hendrick SAP Tech Ed Las Vegas Highlights, IDC SAP has elevated its community development into an entire practice … it allows the most dedicated “ members of its community direct access to senior management to provide feedback on products, services, and strategy. This is the best way to stay customer-focused and relevant in a rapidly changing competitive environment.” Chris © SAP 2009 / Page 22 Andrews Four Components of Successful Innovation, Forrester, April 2009 © SAP 2009 / Page 22

Our communities drive value to… Free access to subject matter experts for fast implementation + issue resolution Many support resources reduce TCO Increase knowledge at low cost Customers Connect with peers and partners; increase influence Co-innovate by connecting experts for surprising results Subject matter experts for solutions, innovation, and market insight Many implementation and support resources reduce support costs Partners Demonstrate expertise, generate leads to >1.5M members globally Quick product/service adoption and market ramp-up Speed, agility, better decision making, and risk reduction via rich insights Higher customer satisfaction and loyalty; better retention, up-sell, and cross-sell Improved product and information quality with outside-in feedback on our products, SAP services, processes, and customer experiences Proof of strong commitment to ecosystem enablement and success Lead generation for the ecosystem – SAP and partners Co-innovation by connecting experts with others = leadership Our Ecosystem Gateway to solution certification © SAP 2009 / Page 23

Our communities deliver value thru… Exclusive Content Connectivity Leading Practices Peer Networking "How-to” Guides Events Whitepapers, Articles Industry and Solution Forums Newsletters Thought Leader Blogs eLearning Collaborative Wikis Enterprise Services Definitions, Business Maps Access to Influencers + Execs and Implementation Documents Rich Assets Career Enhancement Configuration and Skills Enhancement Optimization Examples Member-Granted Points Audio / Video Demos, eLearning Awards Program Widgets, Wizards, Editors Appreciation, Status Previews, Trials, Add-Ons Awareness, Visibility Tools, Analyzers, Development Kits Education, Development Solution Composer Skills Certification Downloads SAP Mentor Program © SAP 2009 / Page 24

The Essential “Strategic Argument” for SAP Communities of Innovation Business Network Transformation provides competitive differentiation In a fast-changing market, marked by high expectations and requirements With agility, reach, scalable co-innovation From 1:many to many:many and community:community network relationships Social networks open-up enterprises to reach across entire ecosystems Web 2.0 Enterprise 2.0 Communities 2.0 … By enabling virtual and physical community collaboration SAP orchestrates "communities of innovation" to create value and to share benefits across its global ecosystem Faster, broader product adoption with higher customer satisfaction Stronger affiliation to SAP and partners with deeper commitments Extensive co-innovation differentiation, value Economic impacts and advantages for all Transformed relationships between customers, partners, suppliers, independents… © SAP 2009 / Page 25

SAP Community Network: Building a Culture of Community © SAP 2009 / Page 26

Connect, Collaborate, Contribute, Co-Innovate SAP Community Network (SCN) http://scn.sap.com SAP Developer Network (SDN) http://sdn.sap.com Business Process Expert community (BPX) http://bpx.sap.com Business Objects Community (BOC) http://boc.sap.com SAP TechEd & Tech Tour Enterprise Services Community http://sapteched.com http://esc.sap.com SAP EcoHub University Alliance Community http://ecohub.sap.com/ https://www.sdn.sap.com/irj/scn/uac Partner Portal and PartnerEdge http://www.partnerwithsap.com/ Industry Value Networks (IVNs) http://www.sap.com/community/pub/innovation/ivn/ Industry and Technology Standards https://www.sdn.sap.com/irj/sdn/standards-and-opensource © SAP 2009 / Page 27

Thank You! Mark Yolton Senior Vice President SAP Community Network http://bpx.sap.com http://sdn.sap.com http://boc.sap.com http://sapteched.com T 650-687-4656 E mark.yolton@sap.com © SAP 2009 / Page 28

Vibrant Communities Fuel SAP’s Customer-Focused Ecosystem Communities of Innovation at SAP APPENDIX

The SAP Ecosystem Extends SAP’s Core Deliver Breakthrough Results… …Unique Ecosystem Approach Accelerate Innovation Innovate ‘at the edge’ of the company 1 Industry-Focused Trusted & relevant partner solutions & services Excellence • Comprehensive , integrated, & industry- 24x7 access to relevant knowledge & expertise specific solutions with partners Rapidly find & deploy diverse resources 2 Community-Powered SAP Ecosystem Results Enhance • Role- and task-based community engagement model Return on • Quickly connects members with experts Investment and the resources they need SAP Products, Reduce integration costs with pre-certified solutions 3 Orchestrated Solutions, Co-Innovation Decrease integration risk & Services with standards-based Integrated approach with partners, deployments customers, and individuals Cut costs of acquiring Address entire solution lifecycle from development to deployment and knowledge ongoing operations © SAP 2009 / Page 30

Community Benefits & Risks Benefits for Customers Benefits for Partners Benefits for SAP Free access to best practices and Direct access to other subject Speed, agility, better decision subject matter experts for fast issue matter experts for solutions, making, risk reduction with rich resolution information and insights innovation, and market insight Abundant implementation and Higher customer satisfaction and support resources, reducing TCO Gateway to solution loyalty; better retention, up-sell, and and maintenance costs certification (ICC) cross-sell via influencers Build internal expertise, and Abundant implementation and Improved product and information increase knowledge at low cost support resources to reduce quality with outside-in feedback on Connect with peers and partners partner support costs products, services, processes, and for new information & with people Opportunity to demonstrate experiences they didn’t have access to before expertise, generate leads to >1M Co-Innovation by connecting experts Generates a closer connection to members globally with others for surprising results each other and to SAP Proof of SAP’s strong Quick adoption and market ramp-up Co-Innovation (connect experts commitment to ecosystem Better informed and successful with other experts for surprising enablement and success customers results) Lead generation for the ecosystem Direct sales leads via EcoHub Risks of Doing It Wrong… Disaffected employees and customers have a platform to vent; if no response then the sense that the company doesn't care; need for constant attention Can create a negative perception of inauthentic interaction or that there's one-sided benefit (to the company only, not for the customers and partners and other community members) Little or no activity can create the sense that the company is irrelevant; community care must be part of a company's DNA, and the community needs to care enough to engage Conflicting information if official company positions don't match behaviors or customer experience Increased company exposure from a lack of control over information flow … but a red herring as true information control (message management) does not exist © SAP 2009 / Page 31

Communities Enrich SAP’s Own Business Network Transformation Evolving Role of Communities Implications: P C C C P C C C 1 Solidify the Core: P C C C Establish strong foundation on P C P C value to build, expand, connect C P C C (e.g., scalable technology SAP P C platform ) C C Impact of Communities C Borderless Enterprise SAP P Enable customers and partners to 2 Integrate & Mainstream: create communities connected with P Incorporate community practices SAP and each other C Accelerate innovation by leveraging broadly into SAP business models collective collaboration of community (e.g., ESC, Innocentive… ) (e.g., formalize outside-in Integrated Communities C Build an economic web of interconnected business models to innovation with R&D) C Provide SAP with outside-in innovation and insights accelerate distribution and value P capture (e.g., LinkedIn + ERP/CRM) SAP Generate incremental revenues through e-commerce enablement P 3 Multiply & Accelerate: C Lower costs of customer technical assistance, customer Remove barriers and facilitate acquisition, operations, support Thriving Community connections with other communities Mainstream community efforts Fast-growing, passionate, loyal into SAP, partner, and customer (e.g., IP policies to accommodate community members share processes solutions and expertise co-innovation) Collaboration on best practices and innovations …Today… Time © SAP 2009 / Page 32

Community 2.0 Platform & Programs Communication, Collaboration, Co-Innovation Four Communities Advanced Search at Top Level Wiki Hot Topics and Sponsored Links Content Library Premium Content Customer & Partner Contributors Innocentive Featured SAP Thought Content Leaders Personal Contributions Special Offers Top Contributors Blogs Physical Events Noteworthy Contextually Customer Success Related Articles Stories Community News Video & Podcasts Faces from the Community Newsletters © SAP 2009 / Page 33

Community Tools Enable a Rich Exchange Blogs eLearning Downloads Subscriptions Reputation Forums Wikis Management twitter Facebook RSS © SAP 2009 / Page 34

Role-Based Communities Serve a Wide Spectrum of Member Interests SAP Developers, consultants, analysts, systems integrators, SAP Developer Ask and answer technical questions Network Get expert advice; share detailed solutions Find tools and documentation for implementation and operations Business Business analysts, enterprise architects, consultants, SAP Process Best practice sharing by industry and application type (CRM, ERP) Experts Discuss business process, solutions and software implementation Report and dashboard designers, enterprise developers, IT Business professionals, SAP Objects Resources and insight to transform data into information for better Community decision-making Business intelligence and information management solutions University Students and professors learning and teaching SAP Alliances Access and share product, process, and curriculum information Community Make contacts across schools and with practitioners globally Engage to develop collaborative team work habits early © SAP 2009 / Page 35

Business Process Experts BPX “I’m a fan of BPX because SAP “BPX connects the geeks and the professionals of all flavors gather to suits… helps me move ahead in collaborate… and SAP is participating” my career”, Jon Reed, JonERP.com Jim Spath, Black & Decker “The BPX community contains “The BPX community is some of the brightest minds growing and thriving… it’s time you can find on the planet to jump on it” related to SAP” Dale Young, Cap Gemini Dennis Howlett, Blogger © SAP 2009 / Page 37

SAP BusinessObjects Community BOC The premier SAP Business Intelligence community for all your technical needs Participation Value/Benefit Incredible adoption and growth Reduce implementation & deployment time Launched in 2008 Empower end-users to perform their own Membership is now 230,000 Discussion forums with >100 moderators business intelligence on SAP data 14,000+ forum posts per month Tap the community to get answers – fast 100’s of Business Objects blogs Self training thru documents, articles, Crystal Reports & Xcelsius best-practices webinars Forums localized to Korean, Japanese, Chinese Collaborate with experts and other peers One of fastest-growing and most popular topics on SCN Sampling of Feedback “That fixed it! If I had a million dollars I'd give it to you. I can't thank you “Thanks a bunch, guys!!! enough. Have a wonderful This place is great. It took day.” me all day to research by myself and now it is solved in an hour.” “Thank you, thank you, thank you!!!!! After several days of beating my head against the wall, my report works!” © SAP 2009 / Page 38

University Alliances Community Cultivating the Future Launched early 2009 Already ~50,000 members globally For university professors, faculty, and students First online global academic community of its kind Rich content and collaboration tools open to everyone Additional private collaboration spaces and tools for UAC members only © SAP 2009 / Page 39

Business Process Expert Community (BPX) eBook “Process First" describes the evolution of the Business Process Expert (BPX) The BPX role adds value by increasing effective communication and program leadership skills across technical and business boundaries Book was written through collaborative contributions from the BPX community via wiki in 2008 © SAP 2009 / Page 40

SAP & Innocentive SAP Innovation & Technology Pavilion Open innovation marketplace where experts solve challenges in technology, science, and business Prize-based open innovation SAP, customers, and partners sponsor challenges Community members solve for financial rewards! https://www.sdn.sap.com/irj/sdn/innocentive © SAP 2009 / Page 41

New: Docupedia Shared Product Knowledge = Lower Total Cost of Understanding Interactive version of SAP NetWeaver product documentation SCN members can find, view, comment, organize, and rate our product information Wiki-based: community members enhance documentation quality and completeness Benefit for everyone: more effective, efficient, community driven product documentation © SAP 2009 / Page 42

Software Subscriptions One-Year SAP NetWeaver Development Licenses + An essential stepping stone for developers and consultants Complete Offering: (available in U.S. and Germany) One-year, low-cost, test, development, and commercialization license to the entire SAP NetWeaver platform ($1170 + tax US, €1071 Germany) Automatic notification of patches and updates Virtual SAP TechEd content to build expertise Personal SAP namespace Customer Feedback: “For me, this subscription is clear proof that SAP supports start-up companies and freelancers so that the SAP Ecosystem will grow.” – Marcel Salein “We are now subscribers in our second year and this great product helped us in finding solutions for our clients’ challenges, to build test scenarios, and to train our staff.” – Oliver Kaluscha “I am planning to start a new company together with some friends, specializing on SAP Portal applications, and I see the NetWeaver Development Subscription as the cornerstone for our success” - Robert Briese To learn more: sdn.sap.com/irj/sdn/subscriptions © SAP 2009 / Page 43

Virtual SAP TechEd Extraordinary Knowledge Transfer in a Convenient Format Best of SAP TechEd Accessible to all Online and offline access Available nowhere else Cutting-Edge SAP Technologies Best practices Product roadmaps Industry solutions Affordable Complete Package: – 2006, 2007, 2008, +2009 500+ sessions € 300 per license recorded live at SAP TechEd © SAP 2009 / Page 44

SAP Pinnacle Awards Recognizing Extraordinary Partnerships for Shared Benefit Top Community Contributor Categories SDN Top Contributor BPX Top Contributor BOC Top Contributor ESC Top Contributor (new in ’10) SAP Partner Pinnacle Awards recognize SAP partners who have excelled in developing their partnership with SAP by providing quality products, solutions, and services to our customers © SAP 2009 / Page 45

SAP CN For BlogWell 23 June2009 Final

by Mark Yolton on Jun 24, 2009

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