Analysts Get Inside Look at SAP

It was a hot, rainy Thursday morning in Singapore when 35 influential industry analysts picked up their name tags at the start of the SAP Industry Analyst Base Camp 2011, SAP’s first industry analyst-specific event of its kind in the Asia, Pacific and Japan (APJ) region. Colin Sampson, SAP regional CFO, kicked-off the meeting with a keynote about SAP’s overall strategy: “Where do we come from, where are we right now and where do we want to go.”

The two-day agenda covered a wide range of the SAP products, solutions, and industries, and close consultation with the analyst community in building the agenda ensured that the Base Camp was a “must attend” event for most analysts.

Keynotes on both days were followed by 31 breakout sessions covering various SAP industries, line-of-business topics, and key technology areas. In addition almost 70 dedicated 1:1 meetings were arranged for analysts to ask SAP executives and specialists questions about topics relating to their respective research agendas.

“The opening keynotes on Day 1 provided really clear and compelling messaging on the SAP direction,” said Jens Butler of OVUM, one of the analysts in attendance. “I was impressed by the energy and vigor of the SAP team.”

This feedback from one of Ovum’s leading regional analysts was echoed by others, ensuring the event will become an annual fixture in the region. While analysts in Europe and North America have access to a number of different SAP events, including analyst-specific events such as SAP Industries Base Camp and the annual Influencer Summit in North America, the first APJ Base Camp reflects the importance of this region to SAP’s growth strategy.

“There are around 140 industry analysts in APJ who follow and potentially influence SAP’s pipeline in APJ,” said Peter Sertori, lead for Analyst and Influencer Relations in APJ. “They are an important constituency as they are trusted advisors to our customers. It’s important that we communicate a sense of us as a company and where we were heading.  We called the 2011 event ‘Base Camp’ because it was a first step to a deeper level of engagement in 2012.”

“You have to do this event regularly,” said Tim Sheedy of Forester Research.  “It’s a tremendous help for us here in one of the world’s fastest-growing regions. It was the first time ever that I received that level of information from SAP.”