skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration


The vast majority of commercial organizations will need to embark on major transformations to develop and enable seamless, informed, and rewarding omnichannel customer experience consistently.


  • Through a mix of acquisition and major innovation, SAP has brought together a portfolio of highly integrated yet modular enterprise applications, technologies, and services that has the potential to yield transformational results.

Features and Benefits

  • Outlines the capabilities SAP offers in the omnichannel context.
  • Evaluates SAP's customer engagement and commerce offerings.

Key questions answered

  • How can SAP support the development of omnichannel customer experience?
  • What part does the SAP HANA platform play in the omnichannel environment?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for SAP

To succeed with omnichannel, enterprises must be orchestrated from the customer back to supply

  • Customers are not just a front-office concern
  • Keeping customers demands persistent relevance and adaptation at the right pace
  • Alignment and integration of front and back office

Enterprise-wide real-time intelligence to support the entire customer journey

  • There is more to the SAP HANA platform than just speed

The front line for an engaging, contextual omnichannel experience

  • Customer engagement and commerce
  • SAP hybris Marketing supports the 360-degree view of the customer
  • SAP Cloud for Sales supports mobile team selling in more complex markets
  • SAP Cloud for Service gives the customer more choice and the agent more insight
  • SAP hybris Commerce Suite delivers rich and relevant content

The SAP S/4HANA business suite connects the front and back office

  • Ensuring fulfillment of customer wishes
  • SAP offers different deployment options to help firms migrate to the new platform
  • A dynamic and connected real-time environment

Adding value and adaptability to meet demand changes

  • The Ariba Network is an effective system of engagement in B2B markets
  • Volatile markets call for flexible sourcing networks and contingent labor

Workforce engagement is enhanced through Fiori, SAP Jam, and SuccessFactors

  • SAP’s key tools
  • SAP’s modern enterprise applications have Fiori in common
  • SAP JAM supports rapid collaboration
  • SuccessFactors plays its part in workforce engagement

Helping firms navigate the complexity of the omnichannel challenge

  • Rapid deployment services
  • SAP offers a single contract to help firms navigate transformational change

Delivering highly customer-adaptive omnichannel capabilities

  • The power of the SAP portfolio
  • Enterprises face an omnichannel dilemma


  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Consumer & Entertainment Services, World Cellular Informatio...

    Mapping the Future of Enterprise Messaging: SMS, RCS, and Chat Bots

    By Pamela Clark-Dickson

    In this paper, we analyze the results of the Enterprise Messaging Survey 2017, placing the findings in the context of the rapidly evolving business-to-consumer communications market.

  • Consumer & Entertainment Services, Service Provider Technolo...

    FAANG to sink its teeth deeper into TV in 2018

    By Rob Gallagher 14 Dec 2017

    Few trends will be bigger in 2018 than the transformation of TV and video by OTT technology and services. Here we present five Ovum predictions related to the most influential players: Facebook, Amazon, Apple, Google, and Netflix – or FAANG, for short.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now