SAP Set to Take Over the Top Spot in Asia Pacific CRM Market

December 1, 2004 by SAP News 0

Companies Throughout Asia Pacific Region Embrace mySAP™ Customer Relationship Management for Increased Customer Satisfaction, Competitive Advantage and Return on Investment

SingaporeSAP Asia Pacific today announced that mySAP™ Customer Relationship Management (mySAP CRM) has become the CRM solution of choice for businesses throughout Asia Pacific. More than 20 CRM customer wins in the first nine months of the year have propelled SAP as the region’s fastest growing CRM vendor. According to Gartner, “SAP has achieved the highest growth rate out of the top 10 vendors for new license revenue in the CRM software space in Asia Pacific with 57.8% year on year growth 2002 to 2003, and in doing so has increased their market share to 12.5% for 2003.” (Source: GARTNER, Market Share: CRM Software, Asia/Pacific, 2003, September 15, 2004.) SAP Asia Pacific is now set to become the clear overall leader in the CRM space in 2004. This growth across all markets and industries has been fueled by the success of the latest version of mySAP CRM which was launched in July 2003. Industry leaders such as Bank Islam (Malaysia), SKC and Speedmate (Korea), Videocon and Mindtree (India) have selected mySAP CRM to achieve greater operational efficiency, enhance customer service and reap rapid ROI. Other key wins include: Komatsu (Australia), SKC Co. Ltd (Korea), CISCO Singapore and Fujitec South Asia (Singapore).

SAP Leading the CRM Race
As more and more companies move towards business process integration and enterprise class applications that leverage CRM alongside existing back office solutions, SAP continues to gain momentum as one of the key vendors benefiting from this development. SAP is benefiting not only in terms of revenue sales, but also in terms of user numbers.

“The latest enhancements in mySAP CRM make it the most comprehensive CRM solution in the market today, delivering SAP customers a single source for true ‘best-of-suite’ functionality from the front to back office,” said Paul Comlay, Director, Services Industries & CRM, SAP Asia Pacific. “With even more industry-specific capabilities in a single, closed-loop solution, mySAP CRM is one of our most successful solutions to date. Today, over 120 customers across Asia are enjoying the business benefits of higher productivity and revenues and lower costs for customer acquisition and retention that mySAP CRM provides.”

Bank Islam Increases Customer Focus
Established in 1983, Bank Islam is Malaysia’s leading financial institute for Islamic banking, catering to the banking needs of Malaysian Muslims and the general population at large. Its management has always recognized the benefits of technology in driving business success and growth and recently announced its RM4.5 million (approx. USD 1.2 million) investment in SAP’s CRM solution which will help the bank take a more customer-centric approach to its services delivery. In the first phase of deployment, which was completed in July 2004, the CRM solution covers sales force automation, enabling the company to track its sales activities and equipping sales staff with all the relevant customer information they need. The second phase, which involves the establishment of a customer call centre is planned for completion by the end of the year.

“We have implemented mySAP CRM in order to gather customer information from core banking and legacy systems, to achieve a unified view of each customer,” said Encik Jamil Hassan, Assistant General Manager IT, Bank Islam. “Our customers are demanding better, faster services and with the SAP solution, we are able to meet these needs and enhance customer loyalty and retention. mySAP CRM not only benefits our company’s business strategy, it is also helping us support Malaysia in becoming the global capital for Islamic banking.”

SK Speedmate Realizes Vision to be an Integrated Marketing Company

Speedmate, a division of SK Networks, is Korea’s leading leader in the car service market. Speedmate’s 220 stores across the country offer a range of services such as filling, auto inspection, repair and scrapping, enhancing customer satisfaction through its expertise and quality service. It has completed its mySAP CRM implementation in October to support its marketing and promotional business processes – an extension of its enterprise resource planning solution after rolling out SAP R/3 and SAP Business Information Warehouse earlier this year.

“Speedmate implemented mySAP CRM to achieve our business vision to be an integrated marketing company. mySAP CRM has enabled us to get a comprehensive knowledge of our customers, products, and channels, and equipped us with the ability to integrate these three to get a single unified view of our business,” said Hyun Choi, CRM Project Manager, Speedmate.