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SAP to Transform Traditional Database Approach With SAP NetWeaver® Business Warehouse, Powered by SAP HANA™

Latest Innovations With SAP HANA™ Power Supercharged Data Warehousing Environment, Real-Time Customer Data, Online Network for Social Causes, Open Platform for Developers

MADRID, Spain - In order to become an agile organization, businesses must react quickly to ever-changing requirements. To help companies achieve this goal, SAP AG (NYSE: SAP) today announced that the SAP NetWeaver® Business Warehouse (SAP NetWeaver BW) component, powered by the SAP HANA™ platform, will enable customers to non-disruptively move their databases to the platform. SAP also announced SAP® Customer Segmentation Accelerator software, powered by SAP HANA; the successful pilot in India of Charitable Transformation (ChariTra), an online network for enabling social causes; and a new program for developers to build on the SAP HANA platform and leverage its ecosystem. These announcements were made at SAPPHIRE® NOW + SAP® TechEd, being held as a co-located event in Madrid from November 8-10.

Unlocking the Potential of SAP NetWeaver BW
The power of SAP HANA dramatically enhances query performance and provides faster data loads in SAP NetWeaver BW. Using the platform can help significantly reduce the total cost of ownership (TCO) for customers by simplifying the administration and streamlining the IT landscape with reduced data layers. For details on the key benefits and features for customers, see " SAP Strengthens In-Memory Computing Leadership: SAP NetWeaver Business Warehouse, Powered by SAP HANA."

"By replacing the traditional database layer underneath SAP NetWeaver BW with SAP HANA, we are completely rethinking and renewing the traditional database approach, " said Dr. Vishal Sikka, member of the SAP Executive Board, Technology & Innovation Platform, SAP AG. "More than 13,000 of our customers can now experience the unbelievable speed and flexibility of SAP HANA to support their businesses, and we can bring this innovation to customers in an entirely non-disruptive way."

"The ability to fulfill our dynamic and fast-moving business needs is key for us," said Christian Stoxreiter, head of Business Applications, Red Bull. "With SAP HANA, we will get agile capabilities to deliver new applications with high performance. Due to our global presence in over 160 countries, we load all the data during the night hours in the different time zones. Having access to the latest information without delay will make a huge difference in our ability to make the most informed business decisions. Thus, we've already been able to reduce our database size by 80 percent, from 1.5 terabyte down to 250-300 gigabyte. Next year, we are planning on expanding from just reporting to additionally including promotion management and planning."

SAP HANA Extends Reach to Business Users
SAP has added more core foundational in-memory computing technologies inside the SAP HANA platform in support pack 3 to deliver game-changing performance to accelerate customer business processes. As part of the strategy to bring the power of in-memory computing closer to the data, the platform now has both business function libraries and predictive analysis libraries incorporated to help dramatically improve customer business process performance. Business functions, such as sales forecasting based on linear regression, seasonal adjustments or other business-defined factors, are available as reusable functions directly in memory. Business users can also utilize advanced data mining and statistical algorithms, such as decision trees, to analyze the most critical factors that influence customer purchase decisions, without deploying additional statistical analysis packages, to analyze massive amounts of data in real time.

Furthermore, SAP is delivering an information composer tool for SAP HANA to enable business users to upload data simply into SAP HANA using a spreadsheet or by cutting and pasting from a clipboard to create new analyses that blend private data with centrally published data. Business users can rapidly perform new analyses to answer business questions in real time without the need to engage IT. Heavy-lifting steps in the typical data-modeling process, such as determination of data type, primary keys, join conditions, and even simple data cleansing, are largely automated using wizard-driven interaction. It closely follows the security and authorization model already defined in SAP HANA, and the resulting informational views are stored in SAP HANA along with other existing informational views created by data architects using the modeling studio within SAP HANA.

Additionally, SAP has taken steps to further improve the enterprise reliability, availability, stability and performance of SAP HANA. Fully automated backup, including point-in-time recovery is now available. Data-loading performance has also been accelerated by enabling extract-transform-and-load activities directly in the in-memory layer, accelerating the data acquisition speed. SAP HANA is also integrated with the SAP® Solution Manager application management solution, SAP NetWeaver® Identify Management component and SAP® BusinessObjects™ Access Control application to deliver unified lifecycle management and system monitoring, as well as comprehensive and compliant identify management across customer system landscapes.

SAP HANA Delivers Customer Data in Real Time
After the successful launch of SAP® CO-PA Accelerator software, improving the speed and depth of working with large volumes of financial data, SAP continues to expand its portfolio of solutions powered by SAP HANA with SAP Customer Segmentation Accelerator software. The software allows marketing departments to analyze and segment in ways previously unimaginable. It helps organizations build highly specific segmentations on high volumes of customer data and at unparalleled speed. Marketers can now work with massive amounts of granular data to better understand customer demand, behavior and preferences — targeting the right customers with the right offers every segment, tactic and channel. The innovative capabilities of SAP HANA combined with the SAP® Customer Relationship Management (SAP CRM) applications empowers marketers to maximize profits with highly tailored campaigns, reduce the cost of marketing by targeting more easily high-margin customers, and quickly react like never before by optimizing campaigns and tactics.

The accelerator is also delivered as a rapid-deployment solution to help ensure a quicker time to value. The SAP rapid-deployment solution for customer segmentation with SAP HANA provides maximum predictability with a fixed cost and scope while quickly addressing one of the most differentiating marketing process.

Power of Technology Enables Social Cause
SAP today announced the launch of the global availability of the Charitable Transformation (ChariTra) online network that connects volunteers, nonprofit organizations and corporations to work together for social causes and make a difference in their communities. Created by SAP, the network harnesses the capabilities of SAP HANA, as well as cloud and mobility technologies, to drive positive impact in people's daily lives. The online network recently enabled over 50 nonprofit organizations and thousands of volunteers throughout India's Joy of Giving week, a nationwide event during which millions of people volunteered their time and resources to many causes.

The online network enables nonprofit organizations to post their resource needs to a large community of people who want to help make a difference, thus mobilizing volunteers and resources toward a specific activity. The network allows individuals and corporations to easily find causes that they want to support, connect with nonprofit organizations and other likeminded individuals and share their experiences and outcomes with others.

Such an online network has the potential to enable millions of people and organizations around the world to collaborate and orchestrate their efforts with speed, share and analyze high volumes of data in real time, and access the network anytime and anywhere using mobile phones and other devices. It is the first transactional application that runs on SAP HANA.

SAP will now make this online network available for use by volunteers, nonprofit organizations, and corporations around the world. Visit to learn more.

SAP HANA as a Development Platform
Consumer and business requirements for real-time data consolidation, analysis and reporting demand net-new and existing solutions to serve data at speeds and scale achieved by SAP HANA. Software "powered by SAP HANA" allows customers around the globe to immediately identify applications that leverage the latest in database technology of in-memory computing, as well as the SAP reputation for stability and business innovation.As a development platform, SAP HANA is now available to all developers for custom solution development or enhancement of existing applications to meet the needs of their customer base. For more information, visit

To learn more about Gartner's assessment of SAP's technology strategy, see: " SAP Throws Down the Next-Generation Architecture Gauntlet With [SAP] HANA."

For announcements, blog posts, videos and other coverage during SAPPHIRE NOW + SAP TechEd Madrid, visit the Events newsroom.

SAPPHIRE® NOW + SAP® TechEd Madrid
In 2011, SAP brings together its largest ecosystem education event series with its premier customer conference for a co-located event being held in Madrid, Spain, from November 8-10. With SAPPHIRE® NOW, SAP offers its customers, partners and prospects even more opportunities to engage in dialogue with peers, participants and thought leaders around the globe, and can gain insight as to how SAP is delivering on its product strategy and helping organizations around the world to run better. SAP® TechEd brings IT managers, software developers, administrators, and business process experts together for a look under the hood of today's business motors: the latest advances in in-memory and mobile technologies, and in on-premise, on-demand, and on-device applications from SAP and more. Follow on Twitter at @SAPTechEd and @SAPPHIRENOW, and join the conversation at #SAPTechEd and #SAPPHIRENOW.

Note to editors:
Announcements, blog posts, videos and other coverage from SAPPHIRE NOW + SAP TechEd will be available in the event's newsroom at To preview and download broadcast-standard stock footage and press photos digitally, please visit On this platform, you can find high resolution material for your media channels. To view video stories on diverse topics, visit From this site, you can embed videos into your own Web pages, share video via e-mail links and subscribe to RSS feeds from SAP TV.

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 176,000 customers (includes customers from the acquisition of Sybase) to operate profitably, adapt continuously, and grow sustainably . For more information, visit

Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as "anticipate," "believe," "estimate," "expect," "forecast," "intend," "may," "plan," "project," "predict," "should" and "will" and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

Copyright © 2011 SAP AG. All rights reserved.
SAP, R/3, mySAP,, xApps, xApp, SAP NetWeaver and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serve informational purposes only. National product specifications may vary.

Note to editors:
To preview and download broadcast-standard stock footage and press photos digitally, please visit On this platform, you can find high resolution material for your media channels. To view video stories on diverse topics, visit From this site, you can embed videos into your own Web pages, share video via e-mail links and subscribe to RSS feeds from SAP TV.

Follow SAP on Twitter at @sapnews.

For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
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For more information, press only:
Samantha Finnegan, SAP, +1 (650) 276-9350,, PST
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SAP Press Office, +49 (6227) 7-46315, CET; +1 (610) 661-3200, EST;
Mike Pilarz, Burson-Marsteller, +1 (312) 596-3568,, CST

To speak with press contacts on site during SAPPHIRE NOW + SAP TechEd Madrid (from November 8-10), please dial the SAP press line at +49 (6227) 7-46315.

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