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How dead is Embrace?

A year ago, SAP unveiled its big hug with hyperscalers Google, Amazon and Microsoft at the 2019 Field Kick-off Meeting in Barcelona and Las Vegas.
Peter M. Färbinger, E3 Magazine
January 31, 2020
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This text has been automatically translated from German to English.

The "Embrace" program was intended to initiate the way into the clouds of the hyperscalers for existing SAP customers - but it turned out differently than planned: Sustained commitment and thus success are only visible with Microsoft Azure.

An exclusive agreement between SAP and Microsoft has once again fueled this success story. SAP partners such as Deutsche Telekom also rely extensively on Microsoft Azure (see upcoming E-3 cover story March 2020). As an SAP community member, one wonders: Where are Amazon, Google, Alibaba, Huawei?

The current DSAG investment report provides the answer. In addition to the market leader Microsoft, SAP is in second place and AWS in third place - all other Embrace competitors are not even mentioned by name by DSAG.

What now? The pragmatic answer: With Azure, you are on the safe side and are in an experienced SAP MS partner community. AWS is naturally an interesting price/performance alternative.

Google seems to have lost access to the SAP community - signs of life are limited to English-language marketing campaigns. In the interest of productive competition and fair competition, SAP would be well advised to relaunch the Embrace initiative.

The challenges ahead will be better solved by a joint "embrace".

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Peter M. Färbinger, E3 Magazine

Peter M. Färbinger, Publisher and Editor-in-Chief E3 Magazine DE, US and ES (e3mag.com), B4Bmedia.net AG, Freilassing (DE), E-Mail: pmf@b4bmedia.net and Tel. +49(0)8654/77130-21


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