01. Jeff ThurstonSAPvisits #theCUBE!. (00:16) 02. Camilla DahlenSAPvisits #theCUBE!. (00:41) 03. The Work of OEM and ISV with the Hana Cloud. (00:50) 04. What Social is Today. (04:13) 05. Evolving Your Business with SAP. (05:32) 06. SAP and Hana Cloud as a Platform for Software Companies. (06:59) 07. Growing the Ecosystem with Apple and New Developers. (08:33) 08. OEM and ISV Providing an On-Ramp for the Developer. (10:31) 09. The Vibe of SapphireNow 2016. (12:14) Track List created with http://www.vinjavideo.com. --- --- The importance of improving end-user experience | #SAPPHIRENOW by Marlene Den Bleyker | May 182016 SAP SE is developing Original Equipment Manufacturer (OEM) and Independent Software Vendor (ISV) partnerships to assist its SAP HANA Cloud Platform on its journey into the digital world. By allowing these partners to embed SAP solutions and platforms into their applications provides benefits for both companies through an exchange of technology and learning. Jeff Thurstondirector pf ISVcloud and platform partnerships at SAP SEand Camilla DahlenVP of ISVcloud and OEM North America Partnerships at SAPspoke with John Furrier (@furrier) and Peter Burris (@plburris)cohosts of theCUBEfrom the SiliconANGLE Media teamabout the company’s partnerships and the benefits of collaboration. Great moment for SAP HANA Cloud According to DahlenSAP Sapphire is providing a showcase for partners to highlight the combined efforts. “They can build and develop and extend into SAP applications or develop something completely different and unique on HANA Cloud Platform supported by SAP” she said. “And we have great examples at SAP Sapphire this year. We have multiple partners that are here talking about showcasing their solutions that they built on HANA and HANA Cloud platform.” Thurston described the partnership as giving partners the opportunity to take their business models to the next level with the unique use cases they are doing. “One of the things we are seeing is how do they reach more customersreach more of their partners? How do they enhance that experience for that end user?” He mentioned partners that are leveraging the HANA Cloud Platform and building extensions that are helping to increase the experience from an end-user perspective. Exploring social reach Thurston mentioned partner applications helping to engage and communicate with the end-users who have back-end applications that allow them to learn and understand behavior and routines. When asked about social applications and what SAP collaborators are doing in this environmentThurston responded“What I mean by social is how the end consumer is acting with that application or how they are communicating. It could be through Twitterthrough Facebook or it could be through standard i-messaging. It’s all these different interactionsand as we look at the different generations and the millennialsthey are looking for ease of use for that application or how to interact and enhancing that experience at all levels.” SAP partner opportunities Dahlen’s organization works full circle with its partners from go-to-market strategies through the product launch and beyond because she believes“Their success is our success.” In regards to helping customers with success through the HANA Cloud Platformshe acknowledged that there are two types of customers and the only type that is part of their program is the ones that want to offer an extension of a subscription service to the market as a whole. Consumerization of IT Furrier brought up the SAP strategic relationship with Apple and said“The impact has been a perfect storm for SAP’s growth opportunity.” Dahlen also said that SAP will be delivering an IOS SDK on the cloud platform and expects its ecosystem to grow exponentially. Dahlen and Thurston discussed how they are cracking the enterprise nut and how the company’s model will help businesses bring innovation to the market. #sapsapphirenow #theCUBE