Abstract: Digital disruption comes with unprecedented opportunities and risks. Trends and technologies such as cloud, IoT, blockchain and others are fundamentally reshaping how companies create value. Ajit will discuss SAP’s perspectives on these tectonic shifts, marketing and strategy, and how the right approach to digital transformation can unleash infinite possibilities for innovation. Speaker: Ajit Kaicker is the Global Vice-President for Marketing Strategy at SAP. Previous roles in his 20-year career include strategy consulting, digital and social community leadership, go-to-market planning and field enablement. His research contributions have been published in the Journal of Business Research, The Journal of Services Marketing, and the Journal of Food Products Marketing. Ajit has both a PhD and an MBA from the University of South Carolina-Columbia.

1. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 1Internal
Driving Live Customer Experiences
September 21st 2016

2. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 2
SAP is a long-time trusted leader
in transforming businesses

3. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 3
About Ajit Kaicker
 Global Vice-President for Marketing Strategy at
SAP
 Previous roles in 20-year career include strategy
consulting, digital and social community leadership,
go-to-market planning and field enablement
 Research contributions published in the Journal of
Business Research, The Journal of Services
Marketing, and the Journal of Food Products
Marketing
 PhD and an MBA from the University of South
Carolina-Columbia

4. © 2015 SAP SE. All rights reserved.
Fuqua Tech Symposium
Driving Live Customer Experiences
Ajit Kaicker
Global Vice President – Marketing Strategy
September 21, 2016

5. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 5Confidential
• New Leaders are emerging
90% of CEOs believe the digital economy will impact
their industry, but less than 15% are executing on a
digital strategy
• Early adopters are winning
Early adopters are achieving 9%+ revenue creation,
26%+ impact to profitability, and 12%+ market
valuation
• Industry boundaries are blurring
Every company is expanding beyond traditional
industry boundaries and also becoming a technology
company
By 2020, 80% of business processes and products will have been reinvented,
digitized or eliminated

6. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 6Confidential
By 2020, 80% of business
processes and products will have
been reinvented, digitized or
eliminated altogether as a result of
improved access to information
1
The average enterprise buyer’s journey
is 57- 70% complete with most
interaction happening through the
digital, social, and mobile channels
Why customers buy What they buy
How they buy
IDC expects cloud software will
surpass $100 billion by 2018 at a
compound annual growth rate of
21.3%
2
Tectonic shifts are underway across customers, markets & competition
DEC 14: 83B
DEC 15: 97B
17%
DEC 14: 197B
DEC 15: 154B
22%
DEC 14: 159B
DEC 15: 134B
16%
DEC 14: 8.3B
DEC 15: 6.7B
19%
DEC 14: 37B
DEC 15: 52B
39%
DEC 14: 15B
DEC 15: 15B
DEC 14: 388B
DEC 15: 443B
14%
DEC 15: $15B
(now $8B)
DEC 15: $2,2B
(now 1.1B)DEC 15: $47B
DEC 15: $7.4B
(now $3B)
Raised: $160MRaised: $169M
DEC 15: $1,1B
(now $500M)
Lots of options
Tier 1
Tier 2
Source : CMI

7. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 7Confidential
22
28
34
41
497
9
12
14
17
2014 2015 2016 2017 2018
SaaS Apps PaaS
29
37
45
55
66
22 %
Cloud Subscriptions Market Projection Model (in USD Billions) SAP Financial Targets : Strong Growth in Cloud Subscriptions
Implication for Marketing:
Move existing customers to the cloud, Support user adoption and renewals. Expand growth with Awareness and consideration in dormant, net
new accounts, and SME; Win hearts and minds of the C suite, Line of Business leaders, and IT
IDC expects cloud software will surpass $100 billion by 2018 at a compound
annual growth rate of 21.3%

8. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 8Confidential
As technology leaps ahead exponentially, customers’ relationship with brands will change. In the digital future companies will use live system
technology to meet and create customer demand in-the-moment of opportunity.
Emerging technology is paving the way for the live customer experience
Shift: Impact:
1. Virtual and Augmented Reality – VR uses digital technology to replace
reality with an immersive simulation, while AR adds a digital layer of
information on top of our own reality.
Will provide immersive, tactile experiences in a virtual world, letting customers easily test products before purchase and
allowing companies immediate knowledge of the experience. Augmented Reality will enable fast, highly effective customer
service and repair. System user interfaces will evolve from screen-based interfaces to VR and AR. Both will open up new
ways for companies to help customers deeply connect to brand values.
2. 3D Printing – Moves manufacturing much closer to the point of use,
dramatically shrinks customization costs and enables individuals to do
their own product design and production.
Potential to massively disrupt supply chains by transforming how raw materials are defined and transported. Transfers
enormous power to consumers by letting them design and produce customized products. Will also dramatically change
relationship between companies and their customers. Design and instant production of custom products will give
customers immediate gratification and companies opportunity for live feedback.
3. Machine Learning – Advances in processing, big data availability and
advanced algorithms that iteratively learn, now allow computers to find
hidden insights without having to be programmed where to look.
Machine Learning will enable fine-grained customer segmentation, more accurate prediction of customer needs and
preferences, more compelling personalized recommendations and instant offers at the point of need, sophisticated real-
time pattern monitoring of social forums, and myriad other benefits.
4. Sensors – increasingly sophisticated voice and facial recognition,
infrared, proximity, temperature, 3D imaging, infrared and other sensors
will expand perception far beyond today’s abilities.
Will collect real-time data on target audience proximity, patterns, needs and reactions to products, promotions and
messages. They will provide detailed information about product usage, which will help companies create compelling live
offers in response.
5. Autonomous Vehicles – Will have a massive effect on many aspects of
day-to-day business and life, like where people live and work, how
products and services are consumed.
Autonomous vehicles (which include Drones) will enable quick delivery and return of products, spare parts, or
consumables, accelerating service-based business models. Automakers, OEM's, and content providers will compete to
deliver apps and content for occupants of self-driving platforms.
6. Ambient Intelligence – A shift in the way we think of “computing,” this
natural evolution of the Internet-of-Things will be ubiquitous, subtle,
always-on, interacting with its surroundings and the people in it.
With trillions of networked sensors and actuators embedded all around us, systems will make fast, accurate decisions
about nearly everything, with little or no human interaction. Cities will be transformed via dynamic routing for travelers, fast
sense and response for government services, and mitigation of environmental threats. Physical infrastructure will become
interactive interface for software that melds into a background of connectedness and responsiveness.

9. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 9Confidential
Live customer experiences will drive brand value and differentiation
Desired Customer Experience
• Informed, social and self-directed, creating their own paths to purchase
• Anticipate relevant, personalized, in-the-moment interactions
• Desire more visual and interactive content
• Trust user-generated content from peer and social networks
• Willing to switch to brands associated with a social purpose
Implication for SAP Marketing:
• Make customer intelligence accessible & connected
• Align resources and metrics around a simple customer-centric mission
• Champion the “always-on,” digital-first customer experience
Shift:
• The future will belong to those fastest in moving towards frictionless customer-
centricity
• These experiences are redefining brand creation, retention and measurement
Brands loved by
consumers experience
10X brand appreciation
32% higher revenues & 27%
higher profit from companies
that understand their end
customers
66% of customers will stop
doing business with a company
due to a poor experience
Source: MIT Sloan Management Review
Source: Millward Brown & WPP, The BrandZ
Source: Accenture

10. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Confidential
We must provide great customer experience supporting all stages of the
buyer’s journey
Seamless digital businesses
enable customers to sense,
respond, learn, adapt and
predict…and run simple, in
the moment of opportunity
(source SAP Corporate and Brand Strategy)
Supports the entire customer
experience journey through
communication that is relevant,
contextual, consistent,
simple, and in-the-moment
The “always-on” customer will
be mobile, connected,
borderless, and
simultaneous, and will desire
interactions to be relevant,
provide choice, and be secure
& simple
(source PwC: Embracing the Always On Customer)

11. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Confidential
Less than half (48%) of marketers feel highly proficient in digital marketing
Only 40% of marketers think their company’s marketing is effective
Most digital marketers don’t have formal training - 82% learn on the job
75% of marketers say their lack of skills is impacting revenue in some way, and 74% say it’s contributing to
misalignment between the marketing and sales teams
Next-generation marketers need to be analytical, creative,
tech-savvy and technology driven. They tie outputs to
measurable results and will provide integrated solutions across
all stages of the customer journey
1
2
3
4
Implication for Marketing:Shift:
Invest in marketing, business, leadership and technical skills. Enable
marketers to become the strongest brand advocates, represent the
voice of the customer, and strategic growth partners with products
and sales teams
Marketing in a digital age requires new skills
Industry statistics …

12. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Confidential
Investing in new capabilities uniquely positions Marketing to lead and deliver
an extraordinary end-to-end live customer experience …
Brand
Experience &
Storytelling
Use evolving visual
and collaborative
techniques, such as
augmented reality
digital and mobile
channels, in creating
immersive, in-the-
moment stories and a
purpose-driven brand
Content
Marketing
Drive a content
strategy that is
relevant,
personalized,
engaging,
compelling and
earns trust using
future platforms for
information,
commerce and
entertainment
Insight-Driven
Marketing
Marketing will begin
to increasingly rely on
the Internet-of-
Things for
automated, and
predictive insights on
customer
engagement and
interaction patterns
Pervasive Digital
& Social
Engagement
As the customer
experience becomes
digitized, the human
touch will become
the creative
differentiator.
Sales Alignment
& Enablement
With a shared digital
platform, the
Marketing and Sales
functions will share
access to content and
customer data
through a customer
data lake and virtual
reality demos
Loyalty &
Advocacy
To be rewarded with
“trusted advisor”
relationship, we must
exceed customer
expectations, while
providing a simple
experience. Addressing
emerging issues such
as cybersecurity will
continue to become
more important

13. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Confidential
Emerging Developed Mature
Thought Leadership
Early Adopter/Influencer
Success Stories
Renewals
Targeted Demand Generation
Customer References
Industry Verticalization
Customer Advocacy
Co-Innovation • IOT
• Personalized Healthcare
• Machine Learning
• Blockchain
• Cybersecurity
• ERP
• Extended Supply
Chain
• Procurement
“Make”
“Maintain”
…while supporting all stages of technology solution lifecycle
Demand Generation
Nurture - Upsell/Cross Sell
Win in the Cloud:
• S/4 HANA, Finance
• HEC/HCP (developer)
• HR LoB
• T&E LoB, CEC
“Monetize”
Growth Metric: Reputation
Growth Metric: Revenue, Users
Growth Metric: Revenue, Users, Reputation
Product/Solution
Differentiation
Brand Advertising, Events, Sponsorships
MarketingTactics

14. Questions?

15. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 15
Resources & More Information
 SAP.com: www.sap.com
 SAP Community Network (SCN):
scn.sap.com
 SAP Digitalist: digitalistmag.com

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Upcoming SAP Events at Fuqua
 SAP Recruiting Session
Wednesday September 21st
1:30 PM – Rand Classroom
 SAP CEO Bill McDermott
Fuqua Distinguished Speaker
Series Thursday April 6th
2017 5:30 PM

17. © 2016 SAP SE or an SAP affiliate company. All rights reserved.
Thank You
SAP Marketing
www.sap.com