Sapphire 2019: SAP Partners With Ecosystem
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Sapphire 2019: SAP Partners With Ecosystem

SAP announced project “Embrace,” a collaboration program with Microsoft Azure, Amazon Web Services (AWS) and Google Cloud as well as global strategic service partners (GSSPs).

“Embrace” puts the customer’s move to S/4 Hana in the cloud in the language and context of their primary industry. It does so by recommending the platform, software, services and infrastructure from SAP as well as their preferred hyperscaler and preferred service partner.

The move to S/4 Hana in the cloud is planned to come in the form of market-approved journeys; reference architectures; and easy access to the underpinning technology services required to help customers achieve the best business outcomes. By partnering with hyperscalers and also GSSPs to deliver this program, SAP aims to provide its customers a single blueprint to support their transition and journey toward an intelligent enterprise.

“Our customers are very clear about the business outcomes they expect to achieve when migrating to the cloud. That also includes operational excellence and innovation,” said Jennifer Morgan, member of the Executive Board of SAP. “Working together with the hyperscalers and global strategic service partners under the program “Embrace”, we’re in a unique position to shape our customers’ journeys to becoming intelligent enterprises.”

Planned customer benefits include shorter negotiations, streamlined teaming and faster, risk-managed implementations.


“Embrace” aims to include the following components:

  • Solution. A set of foundational services running on SAP Cloud Platform to enable the integration, orchestration and extension of SAP systems and third-party applications running in the cloud or on-prem.
  • Reference architecture. A jointly developed technical blueprint that incorporates the required SAP and hyperscaler components to run the customer’s applications.
  • Market-approved journeys. A jointly created and market-approved road map to S/4 Hana by industry – created with hyperscalers and global strategic service partners.
  • New SAP MaxAttention services and SAP ActiveAttention services. A newly launched set of services designed to support customers running a cloud or hybrid infrastructure on a hyperscaler.

Additional announcement

SAP and Google Cloud also announced that Michael Groves, CEO and founder of Topolytics, won the Circular Economy 2030 contest; an award that fosters social entrepreneurship for a sustainable future.

SAP and Google Cloud launched the contest at the World Economic Forum in Davos earlier this year, prompted by the urgent need to address the United Nations Sustainable Development Goal 12, which calls for responsible production and consumption.


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