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SAP HANA Marketplace: An Online Commerce Ecosystem

Feature Article | August 12, 2014 by Svenja Ullrich, Vasco Alexander Schmidt

The online exchange connects buyers and sellers for apps running on SAP HANA. Developers, startups, software vendors, and many others benefit from the new channel.

At SAPPHIRE NOW this year, SAP HANA Marketplace attracted a lot of attention due to the launch of several new products tailored for the e-channel and cloud consumption. The starter edition of SAP HANA Cloud Platform, for example, is offered on a monthly subscription basis and is ideal for developing with SAP HANA in the cloud. “For sure, SAP HANA Marketplace represents a huge opportunity for SAP and its partners to grow their cloud business,” says Bill Rojas, head of SAP HANA Marketplace.

Designed as an online exchange, SAP HANA Marketplace connects buyers and sellers for SAP HANA apps. It allows customers to try and buy apps on SAP HANA Cloud Platform from SAP and partners. This includes apps from innovative Big Data startups in the SAP Startup Focus program. The exchange targets individual developers, startups, independent software vendors, and large enterprises alike. Customers can experience a wide range of solutions for their particular industry and line-of-business needs. The spectrum runs from next-generation apps for marketing and supply chain to innovative apps for analytics.

“For SAP partners, this is a real path forward since we provide them with a development platform and a commercialization vehicle that is tightly coupled,” says Rajiv Nema, Director of Marketing for SAP HANA Marketplace. “SAP HANA Marketplace can be seen as a no-touch/low-touch channel for partners to commercialize their products in an easy and profitable way.”

Positive resonance for SAP HANA Marketplace

Partner companies seem more than happy with the new channel. “We are proud to be live on SAP HANA Marketplace where our product is now more accessible for customers to try and buy. This applies to the cloud and on premise, to traditional SAP users and new clients,” says Dan Somers, CEO of Warwick Analytics. “It’s great that a disruptive, line-of-business application such as SigmaGuardian is featured. It proves that SAP HANA Marketplace is committed to supporting business users and managers within industry, as well as IT.”

“The way I think of SAP HANA Marketplace and SAP Store is the SAP Store is the department store and SAP HANA Marketplace a storefront in the store. SAP Store is managing all of the transactions and payment processing – so products need to be in both SAP HANA Marketplace and SAP Store. The complete SAP Store will be migrated to hybris, creating a new digital commerce platform – “SAP powered by hybris” over the course of 2014. Through this experience, SAP and hybris will be able to bring SAP Store innovation back to SAP customers, via “SAP runs SAP” lessons learned and best practices,” says Per Matthew Timms, Global Head of eCommerce, Platform Ecosystem & eChannels, SAP.

In the end, SAP HANA Marketplace aims to be the default commercialization platform for companies developing applications on SAP HANA, including SAP. A go-to-market strategy for a product in low-touch or no-touch channels, such as the e-channel, faces a threefold challenge: It needs clever engineering, an attractive pricing model, and clear business value. One of the key lessons learned has been that the products offered online have to look different than they do in the on-premise world. Pay-as-you-go pricing, free trials, and affordable starter packages are some of the key ingredients to be successful in the cloud.

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