SAP recently produced a marketing and positioning
"Quick Guide" called "Success in E-Business"
to help customers and partners properly understand mySAP.com and
distinguish among the brands SAP, mySAP.com, and mySAP. We spoke
to Ian Kimbell, Director of mySAP.com Marketing, to discuss SAP's
Q. Can you give us a quick lesson on SAP's
"SAP" is our original master brand. Over the last couple
of years, we've focused a great deal on mySAP.com - SAP's product offerings
and their many benefits. But at the end of the day, our fundamental strength,
and the one that everybody recognizes, is SAP. The quality and commitment
that the "SAP" name evokes is what we stand for, and that is
why it's at the highest level of our branding hierarchy.
Under SAP, then, the overall descriptor
for the entire array of SAP's e-business solutions and services is called
"mySAP.com." mySAP.com is:
A family of software and services that empowers
customers, partners, and employees to collaborate successfully - anywhere,
These few words capture some of the industry's
most pressing challenges - namely, that to be successful in
the New Economy, you need business processes enabling
- Collaborate - You need to make sure that your company and
your employees work with all of your customers, suppliers, and business
partners as seamlessly as if they were one organization.
- Integrate - When you're collaborating, you obviously need
integrated processes, so that all the people, data, and procedures within
your organization will run efficiently and along industry standards.
- Empower - You need to make sure that all of your employees
are empowered to work at their best by providing a personalized work
experience, such as the mySAP Workplace enterprise portal.
That's what a good branding initiative
is meant to do - link a strong brand with a strong customer value proposition.
And how do we make good on all these promises?
How do we actually help customers collaborate, integrate, and empower?
We do that by offering the customer solutions. To make these solutions
easy to understand, we have grouped them into three specific categories:
- Cross-Industry Solutions
- Industry Solutions
- Infrastructure and Services Solutions
Each of the solution offerings we sell
in each of these categories bears the mySAP prefix. In other words,
industry solutions include mySAP Chemicals or mySAP Public Sector. Likewise,
cross-industry solutions include mySAP Financials or mySAP Supply Chain
The functionality of each of these solutions
is delivered through their underlying technical components, such as SAP
R/3, SAP BW, and SAP APO. These technical components bear the prefix SAP
to distinguish them from the solutions listed in Figure 1.
||Industry, Cross-Industry, and Infrastructure and Services
Thus, SAP is used for both the master
brand and as part of the technical component name, mySAP.com refers
to the overall pallet of solutions that SAP offers, and the prefix mySAP
is used in the names of the solutions themselves.
Q. Are you retreating from the "R/3" brand?
SAP R/3 (to clarify its correct name) has been, and will continue to
be, the standard for enterprise solutions. It will continue to be a fundamental
part of SAP and mySAP.com solutions and services.
In fact, SAP R/3 is currently being enhanced.
As of its next manifestation in Q2 2002, SAP R/3 will contain new functionality,
a new technical platform, and assume a new name - "SAP R/3 Enterprise."
The benefits that SAP R/3 Enterprise provides include continuity for existing
SAP customers, a more flexible upgrade strategy, and new technology to
make it even easier for organizations to extend the collaborative reach
of their enterprise into the e-business world and mySAP.com.
Q. Where did the impetus for this "Quick Guide"
The guide originated from a two-page draft outlining our product offerings,
and has now reached more than 40 pages and continues to grow quickly.
It outlines all the solutions, benefits, and key functional areas of mySAP.com,
and defines their specific components and solutions.
Our naming policy can be summarized as
- SAP remains at the top-most position, and is synonymous with
improving the value of a company. It also stands for being a trusted
advisor for building e-business solutions.
- mySAP.com is the overall solution and services offering from
SAP. mySAP.com is e-business.
- mySAP xxx is a prefix that precedes the various
solutions offered by SAP.
- SAP xxx is used to refer to the technical
components used to implement that solution.
Basically, what we're saying is that for
an organization to create value in the "new, New Economy," it
needs to collaborate with its suppliers, its employees, and its customers.
The prerequisite for success in all of these aspects is integrated solutions
that empower people - which is exactly what is embodied by mySAP.com.
For more information, download the "Quick
Guide" at www.sapinfo.net/media/upload/pdf_big/quick1_e.pdf.