Special Reports

SAP Hybris retains independence while contributing to parent company growth

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Carsten Thoma, president of SAP Hybris, kicked off SAP Hybris LIVE: Global Summit 2017 by providing background on the company, originally named hybris, and stating it had “grown up” in the 20 years since being founded. Beyond an uppercase “H,” the platform has added capabilities to address the growing needs of enterprise marketing and commerce. While commerce continues to serve as the platform’s foundation from a technology and revenue standpoint, marketing technology represents a significant growth opportunity, fueling SAP Hybris’ M&A activity around marketing attribution and ID management vendors. As a result, the bolstered SAP Hybris suite will be able to maximize revenue opportunities in the $44 billion marketing technology segment, which is expected to grow 20.7% annually through 2021.

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