SAP to Host Largest Business Event in Middle East Bringing “Strategies for Success in the New Reality” to Dubai

Harnessing the Power of Technology Crucial in Helping Companies Achieve Clarity and Thrive in the Current Business Environment; Forum Plays Host to SUG-MENA Executive Exchange and Student Program

DUBAI, United Arab EmiratesA wide range of Middle Eastern customers, partners, influencers, and prospects will convene at the SAP Forum in Dubai on 3 and 4 November: the largest business event in the region.

“See Your Way Clear: Strategies for Success in the New Reality”, is the event theme for 2009 and explores how companies can achieve transparency in every area of their operations to be best-run businesses in today’s challenging economic environment.

“Dubai has been chosen to host the MENA flagship forum for 2009 highlighting the strategic importance SAP places on the region. Based on the specific needs of Middle East companies, SAP can truly work with its customers, prospects, and partners to discuss how technology enables companies to meet the ever increasing need to be more transparent and accountable”, said Sergio Maccotta, Managing Director, SAP Middle East and Africa.

The SAP Forum will offer valuable knowledge and insights for C-level executives, IT decision makers, and Business managers. Throughout the course of the Forum, attendees will be able to hear visionary updates directly from SAP executives, learn best practices and compare examples with other top-level executives, SAP customers and partners, and receive exclusive previews of future SAP applications to support growth strategies and create competitive advantages.

During the Forum SAP will play host to the SAP Users Group-Middle East & North Africa (SUG-MENA) Executive Exchange, and also a Student Participation Program introducing scholars from the region’s leading universities to SAP representatives.

SUG-MENA, an independent non-profit organization in the business of promoting effective use of SAP software among SAP users in the region, will be hosting its third Executive Exchange meeting in conjunction with the SAP Forum 09. The Executive Exchange represents senior executives from a wide range of SAP customers and highlights the beneficial importance of such dialogues as a crucial communication channel. The Executive Exchange provides a vehicle to continuously improve SAP’s customer focus in the MENA region and work in partnership to implement its successful business support role.

“With a large number of SAP customers in the region members of SUG-MENA, the Forum provides an ideal platform and strong voice to resolve challenges and drive the future direction of SAP from a customer-focused perspective,” said Salem Al Angari, President of SUG-MENA.

As part of the Forum activity SAP is hosting the ‘University Excellence meets SAP’ Student Program with almost 40 students from leading universities in KSA, Kuwait, Qatar, Bahrain, and the UAE scheduled to attend. The program illustrates SAP’s commitment to the important local market through the development of young talent by offering the chance and insight to embark in interesting and challenging careers in IT.

“To support the growth and development of our customers and partners in the region, SAP is continuously striving to foster future generations of business and IT professionals. The student program allows us to reach out and engage with some of the most talented students in the Middle East to build the foundations for continued customer success,” said Jeffrey Word, Vice President of Product Strategy, Director of the Center for Business Network Transformation, SAP AG.

Throughout the Forum interactive industry and product-specific breakout sessions, will ensure all participants learn how the SAP business software solutions portfolio can help companies adapt more quickly to changing market needs, differentiate against tougher competition, execute growth strategies, and maximize results with existing resources while continuing to concentrate on core business competencies.

“To excel in today’s business environment, companies must have clear visibility to act effectively and decisively, and emerge in a stronger competitive position. At the Forum, SAP will share new and essential strategies for using technology to gain the strategic clarity necessary for success in the business world today,” concluded Maccotta.

At the Forum SAP will showcase ways to apply the power and flexibility of proven, cutting-edge solutions that have supported companies of all sizes, in virtually every industry. The event will give attendees an opportunity to see demonstrations of SAP solutions and hear about recent customer successes. Participants will learn how executives are re-thinking IT investments for high impact value creation while still reducing costs, and also discover how SAP’s business performance benchmarking program for companies is used to assess their strengths and discover potential areas for improvement. The program has been developed in conjunction with users groups and industry associations, and identifies best practices that can be deployed to help companies excel globally.

About SAP
SAP is the world’s leading provider of business software(*), offering applications and services that enable companies of all sizes and in more than 25 industries to become best-run businesses. With more than 82,000 customers in over 120 countries, the company is listed on several exchanges, including the Frankfurt stock exchange and NYSE, under the symbol “SAP.” For more information, visit

(*) SAP defines business software as comprising enterprise resource planning and related applications.

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