By Helen Dwight, Sr. Director, Analytics Solution Marketing, SAP

In the recently published Gartner report, Market Share Analysis: Business Intelligence, Analytics and Performance Management, Worldwide, 2011, SAP was ranked #1, with a 23.6 percent share of the worldwide market. It’s clear from the report that SAP’s growth rate is strong. In order to continue this market momentum – and create more focus – we’re changing the branding of our analytics solutions at SAP in three main ways. 

1.  SAP is now the globally recognized brand for analytics. As such, we’ve decided to simplify how we talk about our analytics solutions. Instead of business analytics, you’ll now see references to analytics or analytics solutions from SAP. With the lines between the business and consumer worlds blurring when it comes to analytics, we no longer need the term “business.”

2.  As a result of the dominance SAP has in the analytics market, we’ve decided to focus the SAP brand on the analytics category and have rebranded the following portfolios and their associated solutions so they simply adopt the SAP master brand.

Old Name New Name Example
SAP BusinessObjects EIM solutions SAP solutions for EIM SAP Data Integrator
SAP BusinessObjects EPM solutions SAP solutions for EPM SAP Business Planning and Consolidation
SAP BusinessObjects GRC solutions SAP solutions for GRC SAP Access Control
SAP BusinessObjects analytic applications analytic applications SAP Sales Analysis for Retail

3.  The BusinessObjects brand has long been associated with a commitment to openness, innovation, and enterprise scale that’s shaped and dominated the business intelligence (BI) market for over 22 years. As such we’re focusing the value of the SAP BusinessObjects brand on our business intelligence solutions. All of our BI solutions will retain the current SAP BusinessObjects branding without any change. For example SAP BusinessObjects Dashboards, SAP BusinessObjects Explorer, and SAP BusinessObjects Analysis will retain their current names.


The Effective Date for This Change

The name changes are effective immediately, as of May10, 2012. In the coming weeks, you’ll see it rolled out across Web content, product names, the service marketplace, and anywhere else the names are used. We’ll also communicate these updates throughout the year at venues like SAPPHIRE NOW in Orlando, Florida, SAPinsider events, and regional user–group meetings globally.

We’re currently updating all of our communication materials, solution documentation, and other internal and external materials and content in accordance with the above changes, including the SAP Support Portal. In addition, we’re making changes within the applications themselves, as appropriate. In some cases, there may be a delay in renaming the EIM, EPM, GRC, and analytic applications solutions, so you may still see the old names used during this period. All updates will be made as quickly as possible.


Where to Ask Questions or Get Additional Information

Should you have a specific question or request, we’ll do our best to get you an answer as quickly as possible. The best way to contact us for additional information is to comment on this post.We’ll review comments and reply as appropriate. If your question needs a more specific answer, we’ll put you in contact with the appropriate individual(s).