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© 2011 SAP AG. All rights reserved. 1Confidential

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Dan Maloney, Global Vice President eChannelsSeptember, 2011

© 2011 SAP AG. All rights reserved. 2Confidential

<Insert Title> Before we begin...POLL Please select your answer.

What is the predicted annual growth rate of e-commerce sales for 2013?

CONFIDENTIAL

Improving The Way We Serve Our CustomersSAP EcoHub and the Future Impact of eChannels

September 2011Dan Maloney, Global Vice President eChannels

Confidential

© 2011 SAP AG. All rights reserved. 4Confidential

Agenda and Speakers

Market Trends & Opportunity The Growth of E-Commerce The Evolution of Online Marketplaces

eChannels Future Vision

SAP Opportunity

eChannels Today

SAP EcoHub

BA & Mobile Apps

SAP Online Store

SAP Store for Business ByDesign

Mobile App for SAP Store

SAP Sybase Shop

SAP Education Store

Roadmap to 2015

How to Get Engaged & Upcoming Activities

Dan Maloney

Your Speaker is:

© 2011 SAP AG. All rights reserved. 5Confidential

“Worldwide e-commerce sales will reach

$963.0 billion by 2013, growing at an annual rate of 19.4%.

Imran Khan, Managing Director, Goldman SachsNothing But Net: 2011 Internet Investment Guide.

January 2011

”

© 2011 SAP AG. All rights reserved. 6Confidential

The Evolution Of Online Marketplaces (eChannels)Consumerization of the Enterprise

App Store

Android Market

© 2011 SAP AG. All rights reserved. 7Confidential

The Vision for SAP eChannelsSAP’s most profitable and scalable sales channel for SAP, Partner and Developer solutions

Pervasive Commerce(.Com Sites, Social Networks, Devices {Smart Phones, Auto, TV})

SAP Store(Mobility, Business Analytics, OnDemand, etc.)

SAP, Partners &Developers Solutions

Platforms and tools to make it easy & attractiveFor developers to build, distribute and monetize

Customers & ProspectsExperiences that makes it easy to purchasewith improved discovery and evaluation

eChannelsEverywhere!

“In Product” Commerce(SAP Store built into product in context)Custom Stores

(Customer & Partner Stores powered by the SAP Store)

© 2011 SAP AG. All rights reserved. 8Confidential

eChannels Tomorrow: Supporting SAP 2015 Goals

1 Billion Users

€20 Billion

35% Margins

Scalable deployment channel for Mobile, On Demand, Analytics and Services (SAP & Ecosystem)

Develop a €175M channel by 2015 €100M in software and subscription and €75M in services revenue

Expand low-cost channel for SAP (~75% margin)

© 2011 SAP AG. All rights reserved. 9Confidential

Discover and buy mobile apps from SAP and partners

Accessible on mobile web, iPhone, iPad, Android devices

End to end buying experience

Discover, evaluate, buy SAP &

partner solutions

900+ solutions from 450+ partners

and SAP

Mobile & Business Analytic Apps

Discover and buy On-Demand solutions from SAP & partners

Solutions complementary to

SAP Business By Design

End-to-end buying experience

Discover and buy downloadable solutions and services

Focused on entry level Business Intelligence

Capable of hosting additional SAP and partner solutions

Gearing Up for the Next Wave: eChannels Today

SAPeChannels

Organization

Sybase eShop

SAP Training & Certification Shop

Coming in Q3

Additional Online Channels for SAP

© 2011 SAP AG. All rights reserved. 10Confidential

eChannels Momentum By The Numbers

31,000Total Online Transactions

1,500,000Total Unique Visitors

1,000Solutions from SAP and Partners

YOY Growth in Traffic

900%

17,000Social Media Followers

© 2011 SAP AG. All rights reserved. 11Confidential

<Insert Title> POLL – SAP EcoHubPlease select your answer

Have you used the SAP EcoHub to discover solutions for your organizations?

© 2011 SAP AG. All rights reserved. 12Confidential

SAP EcoHub

Customers leverage the solutions that fit their unique business needs. Over 84% are decision makers or influencers.

Trusted online resource for informed decision making that serves over 120K unique visitors per month

Ability to search over 900 solutions from SAP and over 500 partners by role, industry, topic

Discover Evaluate Buy

Quickly Find Solutions

Search By Relevance

Leverage Insights

Solution Marketplace for SAP and Partner Applications

© 2011 SAP AG. All rights reserved. 13Confidential

Mobile and Business Analytics Apps

Available now: 70+ solutions from SAP and partners with emphasis on

built-on-SUP applications Device-specific downloads

Coming soon: Additional solutions from SAP and partners Distribution and direct sales Company-specific solution stores

Mobile Apps

Complimentary mobile and business analytics apps with access to 2.2 mil. SAP community members.

Business Analytics

Instant access: Comprehensive set of solutions from SAP and Partners 180+ solutions/ 10,000 customer visits

Immediate impact Quick time to value – pre configured analytic

applications, content, services available in one place Depth and breadth of analytic solutions and services to

meet all needs Exponential value as customers extend SAP platform

© 2011 SAP AG. All rights reserved. 14Confidential

SAP Online Store

Focused on Business Analytics.

500K+ visitors annually from 170 countries.

17 Unique “sites” with 44 advertised points of entry.

Localized in 11 languages, transacts in 15 currencies from 108 countries.

100% downloadable products.

SAP Online Store Today

Coming Soon

Site redesign launch in early Q4.

Planned product expansion to include additional SAP and partner solutions and services.

Discover , buy, and download SAP entry-level BI for immediate use.

© 2011 SAP AG. All rights reserved. 15Confidential

SAP Store for Business By Design

50+ SAP & partner solutions including:

Forms & Reports

Integrations/Web Services

Micro Vertical Solutions

Add-ons

Support for 10 countries w/local language and currency

70 + additional solutions from SAP and partners (Dec)

Try/Buy Scenario – Trial solutions for 30 days, money back guarantee if not fully satisfied

Additional languages

Destination of choice to find and purchase complementary SAP Business By Design solutions

The SAP Store for Business By Design

Coming Soon

© 2011 SAP AG. All rights reserved. 16Confidential

Mobile Application for the SAP Store

Official Mobile Application for the SAP Store for Business ByDesign

Scheduled for November 2011 Release

Top Mobile Solutions Apps for On Demand

Apps include a variety of areas including collaboration, BI, workflow automation and CRM

Ability to search, browse and download applications

© 2011 SAP AG. All rights reserved. 17Confidential

Sybase eShop

Full catalog of Sybase products – over 4200 variations

List price, Partner contract pricing, promotional deals and “try and buys”

Accepts credit cards and purchase orders

“Paperless” process for Partners

Ability to download products and license keys, or request physical delivery

Orders automatically flow into Sybase’s ERP system and delivery processes

Sybase eShop

eShop Activity

Over 100,000 unique visitors each year

$6.5 Million in annual revenue and growing

Supports 23 countries and 13 currencies

14% of all Sybase orders worldwide are processed via eShop

Tightly integrated with Sybase’s ERP system

�Sybase’s easy-to-use, online store designed to offer fast and easy, 24/7 access to Sybase products

© 2011 SAP AG. All rights reserved. 18Confidential

SAP Training and Certification Shop

Over 4,000 training and certification products

Available in 43 countries in 9 languages

Purchase as an individual or for a team

Accepts CC, Pcard, and Invoice online

Over 365K visitors per month

Over 50% of visitors return to the store

Conversion rate of over 24%

New functionality/features: Waitlist

Pre-book

Replacement

Cancel

Partner catalogs

Mobile format

Destination of choice to search, buy and consume education offerings from SAP.

Training and Certification Shop Today

Coming Soon

© 2011 SAP AG. All rights reserved. 19Confidential

Execution & Implementation

Bu

sin

ess

Val

ue

& I

mp

act

“Mobilize and Beautify”

Launch SAP Store for Business By Design, Mobility and Business Analytics focus areas within SAP EcoHub

Stabilize and extend eStore-distribution channel synergies

Integrate and scale eChannels pipeline into Inside Sales

Harmonize user-experience across all online channels

Launch On-Device Mobile Apps Store (iOS, Android, RIM)

“Mass Volume, Everywhere & Personalization”

Build scalable transaction and commerce capabilities to support mass volume

Drive key relationships with strategic partners to increase store pervasiveness

Proliferate customer stores through SAP installed base

Enhance SAP development and related processes to rapidly deliver lightweight enterprise and consumer apps

Deliver flexible cloud based architecture to support SAP Store pervasive approach

Expand local language & currency Integrate social networks and vertical

communities (beyond SAP)

2011“Unify and Mainstream”

Scale (#) of transactions from volume to consultative

Consolidate platforms and stores Infuse eChannels capabilities into

Regions, Inside Sales, and other indirect channels

Expand commerce capabilities Deliver select local language & currency Create simple, intuitive, partner and

developer community experience Build affinity model, customer profiling,

and behavior based analytics

2012-2013 2012- 2013

2014- 2015

Roadmap to 2015Dan to Replace with New Slide

© 2011 SAP AG. All rights reserved. 20Confidential

Getting Started With eChannels - Let’s Engage!

1. Drive Awareness of the Online Channel

Increase solution offerings on SAP EcoHub and SAP Store for Business By Design

Increase traffic to the SAP Online Store

Drive joint customers to key focus areas for On-Demand, Mobility and Analytics

Run campaigns anchored in SAP EcoHub for joint partner solutions

2. Recruit Partners & Drive Engagement

Increase partner activity with SAP EcoHub and SAP Store for Business By Design

Submit partner applications for the Mobile Apps Store

Strategize with your partners on demand gen campaigns on SAP EcoHub

© 2011 SAP AG. All rights reserved. 21Confidential

eChannels Upcoming Activities

eCHANNELS@ SAP TECH ED

Stop by the SAP EcoHub interactive stations in Las Vegas and Bangalore

Drive attendance to eChannels networking session in Las Vegas with Dan Maloney

Tune in online for eChannels TechEd LIVE interviews

eCHANNELS @ SAPPHIRE MADRID

Look for key announcements for the Mobile App Store and overall eChannels momentum

Stop by the Mobility, Analytics and SME campuses for interactive demos

© 2011 SAP AG. All rights reserved. 22Confidential

Thank you !

Build a $175 Million scalable, efficient online route to market for SAP Enable key growth areas for SAP and partners (Mobile, BA, On Demand) Deliver an end to end buying experience across all SAP online channels

KEY MESSAGES FOR SAP eCHANNELS

© 2011 SAP AG. All rights reserved. 23Confidential

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© 2011 SAP AG. All rights reserved. 24Confidential

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