SAP Business byDesign - Update

Last Week at Sapphire SAP unveiled a couple of information about the future of SAP Business byDesign. Unfortunately they did not disclose the average users per customer but only talked about a growing number of users per customer.

More than 700 customers signed up for the software that is available in 11 countries right now (Germany, UK, France, USA, China, India, Canada, Austria, Switzerland, Mexico, Singapore) - that is a plus from roughly 30% towards beginning of July. The majority of the customers comes from Germany and the US - adding up to more than 50% of the customers. The goal of 1000 customers by the end of the year is not an illusion. For 2012 the goals are more ambitious: Another 3000 customers are suppose to use ByD.

To reach these numbers SAP is rolling out more countries. With version 3.5 (due Q1 2012) Brazil is added to the list with the CRM starter package. In version 4 Spain, Italy, Denmark, and the Netherlands are likely to be added. With the next SDK partners are enabled to deliver localized byDesign versions for countries that are not on the SAP roadmap.

Another crucial element for the ByD success is the partner channel and ecosystem. Partners are expected to develop extensions and bring their own IP to the SAP store. From payroll and time recording through campaign planning, the online market place will be the place for SAP partner companies to sell their add-ons. Providers so far include e.g. Syskoplan, All for One Midmarket, itelligence, Crossgate, Kaba, Data One, Seeburger, and DATEV. Currently, SAP store has around 70 apps on its virtual shelves. It is available to customers in the United States, the United Kingdom, India, China, France, and Germany - and more to come. Right now you have to register to entrance the store - and it is hard to find within the SAP websites. Nothing for window shoppers but that might change.

SAP has opened up a market for SaaS-ERP solutions and other vendors like Microsoft struggle to find an answer. In the case of Microsoft the answer will be Dynamics NAV 7 - coming next autumn. Although the absolute numbers of ByD are not that impressive for a SMB product compared to the potential market there seems to be a growing demand for SaaS-ERP. And keep in mind that SAP ByD does not fit for every customer or vertical requirements. The best fit right now are customers in the professional services sector that have unstructured processes, silo applications for e.g. CRM, project management, etc and are growing above average and have to handle that growth. But the ByD target group will grow because solution capabilities grow along the dimensions of attractiveness, industry capabilities, countries and infrastructure – according to market potential and customer requirements. One interesting way to capture customer requirements can be found here: www.ideasforbydesign.ideascale.com SAP tries to establish an active community for guiding the product development and get the customers involved. SAP hopes to interact with customer that way - because ByD is suppose to become a pure partner business.

I am sure that we are going to see a merger of SAP ERP and ByD in the next ten to fifteen years. HANA is going to become the common database for both products, more and more functionality is moving to the cloud and on the other hand, I am expecting ByD to be offered as a hosted model via partners in the next 24 months. So both products seem to come closer together.

Author: Frank Naujoks