Published May 24, 2016 by David Carr, Forbes
SAP wants to be the first company you think of to help you run a simple, digital enterprise powered by live data and an elegant user interface. In other words, they would like you to think of them a little more like a German-engineered equivalent of Apple, with whom they announced a partnership earlier this month. I went to last week’s Sapphire Now user conference to catch up on how SAP is participating in the trend toward digital business.
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Chief Digital Officer Jonathan Becher, who used to hold the CMO job, said he sought a broader role for promoting digital trends “because I realized it doesn’t work if it’s only the marketing piece – it’s got to be end to end.” Now he has a dual role promoting more digital and agile ways of doing business within SAP, as well as promoting digital products.
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