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Social Distancing and Options

Within Embrace, customers and partners are transforming: becoming bolder, taking on new roles, and focusing on agility and innovation. This is essential, especially in these times.
Marcus Sommer, Microsoft
May 13, 2020
This text has been automatically translated from German to English.

Covid-19, no one knew this term until recently, and now it will probably characterize the entire decade. Major events such as Sapphire or Microsoft Build will only take place digitally, airplanes will be grounded, streetcars and cafés will be empty.

You only see your friends and colleagues in video chat, social distancing is the order of the day. Most of us have probably never experienced anything like it. By the time this article appears, everything we know today about this unprecedented situation will probably already be outdated, obsolete, or just a mild impression of the current situation.

We are experiencing special times that are profoundly changing our everyday lives. Many simple and self-evident processes no longer exist. The morning drive to the office and the long traffic jams, the stopover at the daycare center or the chat with colleagues at the coffee machine to then start a packed day together. Meeting customers and having a beer with acquaintances in the evening used to be a matter of course. Today, companies and friends fear for their existence.

Where is there still room to think about business and even to tackle innovations or lay foundations for the future? Who is thinking today about a foundation for the coming challenge?

But every special situation also brings opportunities. Currently, we are also experiencing customers who are making a virtue out of necessity. Projects that have been planned and prepared for a long time now receive the necessary attention and can be carried out in record time with optimum concentration.

Sometimes even from the home office. What always had to wait in the days of busy schedules, ongoing daily business and 24×7 production may now be possible.

Thus, some of our customers are taking advantage of the idle production to finally carry out their migrations now. My respect for this courageous approach! At the same time, this requires a partner who can also act with the required agility and brings along the skills.

Speaking of skills, there are also opportunities for this in difficult times. At the moment, many of our partners, and we ourselves, are using the time for technical training.

For example, our sales and technical teams are keeping up to date with the latest information about the Embrace partnership, certifying on our cloud products, and learning the increasingly impressive capabilities of our ever-growing Embrace partner ecosystem.

At the same time, you can use the current situation to better position yourself for the future. Some of our customers are now getting the extra flexibility by moving their systems to Microsoft Azure. This way, ongoing "eh da" costs that arise with pre-funded on-premises systems are exchanged for flexible "pay as you go" environments.

These can be shut down, expanded, or scaled differently as needed. This is the easiest way to reduce fixed costs while positioning for the future and providing easier access to innovation.

What particularly impresses me these days are the many free offers to support fellow citizens and companies in these difficult times. From neighborly shopping assistance to free collaboration offers for companies and support for the urgently needed digitization of our schools.

The 1,500 projects that emerged from the German government's 48-hour #WirVsVirus hackathon are also unique. If you want to look at the positive sides of the situation, these are: the noticeably increased social cohesion and the sustainable achievements in the digitization of our society.

And what does Embrace have to do with it? We use disruptive ideas to motivate customers to break new ground. So stay healthy and get bold!

Marcus Sommer, Microsoft

Business Lead Azure Infrastructure at Microsoft.

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Work on SAP Basis is crucial for successful S/4 conversion. This gives the so-called Competence Center strategic importance among SAP's existing customers. Regardless of the operating model of an S/4 Hana, topics such as automation, monitoring, security, application lifecycle management, and data management are the basis for the operative S/4 operation. For the second time already, E3 Magazine is hosting a summit in Salzburg for the SAP community to get comprehensive information on all aspects of S/4 Hana groundwork. With an exhibition, expert presentations, and plenty to talk about, we again expect numerous existing customers, partners, and experts in Salzburg. E3 Magazine invites you to Salzburg for learning and exchange of ideas on June 5 and 6, 2024.


Event Room, FourSide Hotel Salzburg,
At the exhibition center 2,
A-5020 Salzburg

Event date

June 5 and 6, 2024


Early Bird Ticket - Available until 29.03.2024
EUR 440 excl. VAT
Regular ticket
EUR 590 excl. VAT

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Event Room, Hotel Hilton Heidelberg,
Kurfürstenanlage 1,
69115 Heidelberg

Event date

28 and 29 February 2024


Regular ticket
EUR 590 excl. VAT
The organizer is the E3 magazine of the publishing house AG. The presentations will be accompanied by an exhibition of selected SAP partners. The ticket price includes the attendance of all lectures of the Steampunk and BTP Summit 2024, the visit of the exhibition area, the participation in the evening event as well as the catering during the official program. The lecture program and the list of exhibitors and sponsors (SAP partners) will be published on this website in due time.