When Chief Marketing Officer Jonathan Becher opened SAP’s April 10 press conference on the company’s plan to fuel growth in the database and mobile markets, he commented on the striking 360 degree view of San Francisco from the 32^nd floor of the Westin St. Francis Hotel. But, he promised, “The content [today] is even more spectacular than the view.”

The day’s event would challenge common perceptions of SAP with news about the company’s move into spaces not typically associated with an outfit many see as “just ERP,” said Becher. “After today, when you hear ‘database,’ you will think of SAP.”

SAP is a Database Company

First off, SAP declared its intention to become a leading database vendor by 2015 and articulated its vision for a real-time data platform, comprising the SAP HANA platform, Sybase data management offerings, and SAP solutions for enterprise information management (EIM).

“We believe that with the next generation, breakthrough architecture and 28 years of delivering mission-critical database technology [via Sybase], we have now in our hands the ability to be the fastest-growing database company in the world,” said SAP Executive Board Member Vishal Sikka.

Vishal Sikka, SAP Executive Board Member (Photo: Malcolm Kimberlin)

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