SAP: It’s all about creating “business value” for customers

SAP Malaysia managing director Duncan Williamson believes that creating “business value” is key to sustainable “win-win” relationships with customers.

“At SAP, customers is at the heart of everything we do: From how we design our user experience to how we measure success, our ultimate goal is to provide solutions our customers need and want,” said Williamson, adding that SAP is constantly encouraging customers to make the digital transformation journey into becoming “intelligent enterprises”.

“An intelligent enterprise comes from a position of strength whereby it is able to reimagine the business to generate new markets and revenue streams.

“What’s more, intelligent enterprises are able to maximise the value of their data assets so that they are able to operate with increased visibility, focus and agility,” he added.

He nevertheless qualified that every customer making the transition toward becoming intelligent enterprises are starting from different places.

“That said, the fundamentals are the same: It is about helping customers extract value from technology, and to make technology scalable in today’s ‘experience economy’,” emphasised Williamson.

On customer expectations, he is of the view that all digital experiences should be “immersive, interactive and intelligent”.

“At SAP, we have assembled a comprehensive end-to-end portfolio of business solutions,” he said, adding that analytics and machine learning capabilities are infused into SAP’s various business applications.

He also explained that SAP’s HANA strategy has been widely successful with almost all SAP applications residing on it.

Today, SAP serves some 404,000 customers in 180 countries, including 92% of Forbes Global 2000 companies. In addition, 77% of all worldwide business transactions touches an SAP system.

On 16 April 2019, the company would be hosting its Asian Innovators Summit at Mandarin Oriental, Kuala Lumpur. For more information, visit


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