01. Bronwyn HastingsSAPvisits #theCUBE!. (00:16) 02. Customers Looking to Innovate to Become Relevant. (00:55) 03. Finding Innovation Areas and Magnifying Possibilities. (03:45) 04. SAP and the Commitment to Co-Develoment. (06:31) 05. LeadershipComplimentary TechnologyValue Assurance. (09:31) 06. The Three Cs of Digital Transformation. (11:26) 07. The New "Unknowns" in Technology. (13:00) 08. The Focus of SAP in Transformation. (14:53) Track List created with http://www.vinjavideo.com. --- --- Businesses demand innovationvalue and differentiation | #SAPPHIRENOW by Gabriel Pesek | May 192016 As the final day of this year’s SAP Sapphire 2016 event came to a closethe discussions and presentations were already being dissected for the tell-tale indicators of what lies in wait on the tech world’s horizon. Bronwyn (“Bron”) HastingsSVP of Ecosystems & Channel APJ at SAP Asia Pte. Ltd.sat down with John Furrier (@furrier) and Peter Burris (@plburris)cohosts of theCUBEfrom the SiliconANGLE Media teamduring the event to piece through the developments for both customers and other companies as SAP moves forward with its HANA platform and related utilities. Drawing together Customers were the first group consideredas Hastings observed their general impetus behind current development strategies. “I think there are two things happening: One is that the customer is asking for the innovationand [also] asking … ‘what’s the way forward?’” For other companiesparticularly those that have formed partnerships with SAPthe question is one of how to retain a relevant edge in the changing market. “These partners right now are looking at where is their place in this and how do they transform themselves to actually bring value to the customers” Hastings noted. Striking new veins Innovation and its effects were a major focus of the discussionwith Hastings highlighting a magnifying effect for SAP gained through the partnershipsco-development and co-innovation that it was enabling. As she put it: “It strengthens the capability to use the innovation and make it even more. … People really now see ways of innovating even furtherand customers [get more out of it].” Considering how SAP had been able to effect such broad impact on the marketHastings attributed it to a number of factorsbut narrowed those down to a few main elements. “We’ve got a large install baseand all of the move that we’ve got to the newer generations … these partners actually have strength of their own. … What these things are allowing them to do is to take some of our strength into these technologies and build extensible environments.” Must stand out Differentiation was another key part of the equation. “People are also choosing the type of work they want to do and then leveraging the ecosystem for the other types of work they want to do” she said. “The customers are saying‘We want skin in the game from SAP too.’” From her perspectivecustomers are setting their goals while looking for companies and partners that can get them to that goaland balancing those aims with the available enablersso having some way to set themselves apart is a major point in a competitive company’s favor. “If you just replicate what was there beforeyou’re not getting any game” Hastings acknowledged. Wrapping things upHastings identified three points of focus for SAPboth currently and in moving forward: “Focus on the customersbring value and innovate together.”