“Game on” for Game-Changing Innovation at SAP® TechEd 2011 as Global Ecosystem Convenes in Four Locations Worldwide

Worldwide Technical Community Gets a Peek Under the Hood of Latest Advances in Mobile Business, In-Memory Computing and More at 15th Annual Event Series

First Event Features Sybase TechWave Conference, New Focus on Dedicated Training for SMEs, Brings “Gamification” to World’s Entertainment Capital

LAS VEGAS; BANGALORE; MADRID; BEIJINGSAP AG (NYSE: SAP) today announced the kick-off of the SAP® TechEd 2011 event season, the company’s premium technical education conference series. In its 15th year, SAP TechEd will be held in four locations: Las Vegas, Nevada, September 12-16; Bangalore, India, October 19-21; Madrid, Spain, November 8-10; and Beijing, China, November 15-17. New this year, the events in Madrid and Beijing will be co-located with the SAP customer conference SAPPHIRE® NOW.

SAP TechEd 2011 stands to bring together more than 19,000 attendees worldwide 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 than 75 partners.

The event series features keynotes by Vishal Sikka, member of the SAP Executive Board leading technology and innovation. Sikka will show how the SAP HANA™ platform, mobile technologies from Sybase and SAP and cloud computing are fueling the intellectual renewal of SAP and the SAP community, and will offer insight into the latest product updates and a visionary look at the future (for more, read Sikka’s pre-event blog: “An Ongoing Renewal“).

Hands-On Workshops and In-Depth Lectures

SAP TechEd workshops and lectures will focus on the SAP NetWeaver® technology platform, Sybase® Unwired Platform and SAP® BusinessObjects™ solutions. More than 385 demo-rich sessions will cover a broad range of topics, including mobilizing the enterprise, integrating on-demand solutions and running better with SAP in-memory computing technology. The educational program includes elements designed for everyone from beginners to experts, with “Meet-the-Speaker” pods, expert networking sessions and exhibiting partner lectures.

SAP TechEd and Sybase TechWave: Co-Located in Las Vegas
This year in Las Vegas, Sybase, an SAP company, will also host its annual TechWave 2011 as a co-located event. TechWave provides in-depth training and education across the range of Sybase products, access to key Sybase partners and networking opportunities. The event agenda will feature over 150 breakout sessions, from application development, to analytics, to mobile commerce.

New Focus on SME
For the first time, SAP is offering dedicated training and education sessions to its small and midsize enterprise (SME) channel and original equipment manufacturer (OEM) partners. This year, roughly 40 of the education lectures and hands-on workshops at SAP TechEd Las Vegas will be dedicated to SME. The event will also offer partners the opportunity to participate in a “Midnight Mobile Madness” after-hours seminar, to learn about the latest mobile apps from SAP and Sybase Unwired Platform through hands-on exercises.

“Gamification” Invades Gaming Capital
The Las Vegas event will feature guest keynote speaker Dr. Jane McGonigal, best-selling author and director of Game Research and Development at the Institute for the Future. McGonigal will address the power and future of gaming and how its collaborative and motivational aspects are being used to solve some of the most difficult challenges facing humanity – a topic covered in her book, The New York Times best seller Reality is Broken: Why Games Make Us Better and How They Can Change the World.

Attendees will be able to experience gamification in action with Knowledge Quest, a game layer added to the event this year that will combine SAP TechEd content with points and challenges. For attendees, game elements will be accessible via smart phone, laptop or from on-site info kiosks. The goal of Knowledge Quest is to learn and network as well as have fun – and earn points to win prizes.

SAP InnoJam and Demo Jam
This year’s pre-conference event is SAP InnoJam. Participants will get 30 hours of hands-on experience with the newest SAP technologies with on-site SAP domain experts to collaborate and learn while taking an idea from concept to prototype. Themes for each SAP InnoJam vary, with the winning team at each event getting the chance to participate in Demo Jam, a regular highlight of SAP TechEd. At each of the four conferences, Demo Jam will once again feature high-energy demonstrations by developers competing and celebrating innovation.

Connect With the SAP Ecosystem
As the physical gathering place for the SAP ecosystem, SAP TechEd is an opportunity to forge close ties with SAP experts, partners, employees, customers and other community members. The SAP Clubhouse features an environment in which the SAP online communities come to life on site, where attendees can interact with SAP experts including mentors, peers and event speakers. The event fosters networking and builds community through a series of special programs and activities, such as the partner exhibit hall and SAP interactive stations.

Participate in the Event
The event provides an opportunity for individuals who participate in SAP® Community Network online communities – the SAP® Developer Network (SDN), Business Process Expert (BPX) and Business Analytics communities – to gather offline. The more than 2.5 million members of these communities contribute their knowledge, experience and perspectives daily in the discussion forums, articles, blogs and wikis hosted by SAP.

For the seventh consecutive year, the Americas’ SAP Users’ Group (ASUG) presence at SAP TechEd will continue to provide focused, customer-driven education for SAP professionals.

To register or read more about SAP TechEd 2011, visit www.sapteched.com. To learn more about the communities of innovation at SAP, visit “SAP Communities” on YouTube or the SAP Developer Network site. For further interaction with event participants, become a fan on Facebook and visit the SAP TechEd forums and blogs. Follow SAP TechEd on Twitter at @SAPTechEd and join the conversation at #SAPTechEd,

For more information on TechWave, visit www.sybase.com/techwave. Follow TechWave on Twitter at @SyTechWave, become a fan on Facebook and visit the TechWave blog.

For announcements, blog posts, videos and other coverage leading up to and throughout the event series, visit the SAP TechEd newsroom.

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 172,000 customers (includes customers from the acquisition of Sybase) to operate profitably, adapt continuously, and grow sustainably. For more information, visit www.sap.com.

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For more information, press only:
SAP TechEd Las Vegas: Dorit Shackleton, +1 (604) 889-7841, dorit.shackleton@sap.com, PDT
Sybase TechWave: Scott Malinowski, +1 (978) 287-1793, scott.malinowski@sybase.com, EDT
SAP TechEd Bangalore: Rathnam Subramanyam, +91 80-4329-6578, rathnam.subramanyam@sap.com
SAP TechEd Madrid + SAPPHIRE NOW from Madrid: Hilmar Schepp, +49 160 8896531, hilmar.schepp@sap.com, CET
SAP TechEd Madrid + SAPPHIRE NOW from Madrid: Cathrin Wolf, +49 171 3363695, ca.wolf@sap.com, CET
SAP TechEd Beijing + SAPPHIRE NOW from Beijing: Brenda Hao, +021+6108-3036, brenda.hao@sap.com
SAP Press Office, +49 (6227) 7-46315, CET; +1 (610) 661-3200, EDT; press@sap.com