The SAP cloud strategy that supported the high demand for e-commerce, Business Technology Platform and Qualtrics solutions had contributed to the software enterprise’s strong, commendable 2020 full-year performance.
Last year, many enterprises and governments have embraced cloud technology more than ever to quickly adapt and remain agile during the onslaught of COVID-19. Organisations across various industries worldwide have turned to SAP to accelerate their journey to becoming an intelligent enterprise not only to survive but, most importantly, to thrive even beyond the pandemic era.
SAP’s initiatives to help organisations run better amidst unprecedented challenges that come with the pandemic have been recognised by BrandZ, the world’s largest brand equity database. For the fourth time in a row, SAP was named Germany’s Most Valuable Brand in the BrandZ ranking 2021 and was as one of the top 50 German brands that have achieved a cumulative value of $353 billion in 2020.
The BrandZ ranking 2021 recognised a uniquely broad mix of organisations from 19 sectors that have survived the financial backlash of the COVID-19 pandemic last year. Companies in the technology, logistics, and (online) retail sectors had the most remarkable performances due to the increase in the demand for their products and services and their robust international business. The BrandZ brand valuation ranking draws on a unique combination of detailed financial analyses and data garnered from 3.8 million consumers in over 50 countries.
Recognising the SAP Cloud Strategy in 2020
Kerstin Koeder, Head of Marketing for EMEA at SAP, said that the pandemic has been a catalyst to digitalisation and acceptance of cloud technology as a survival strategy. Sharing about SAP’s journey in 2020, she said:
“However, due to the market’s pandemic-induced reluctance to invest, 2020 was a difficult year for SAP. That’s why I’m extremely happy that we’re not holding off. Instead, driven by our new strategy, we’re investing heavily in our cloud technologies, helping our customers go digital and migrate to the cloud.”
“In doing so, we’re demonstrating that we’re not simply paying lip service to the sentiments of Customer First and Customer Success – they are our top priority. Our decision to invest sends out a clear message that we are not willing to trade customer satisfaction for increased margin and shareholder value in the short term,” Koeder added.
SAP has been empowering organisations around the world to overcome the disruption caused by the pandemic– from donating spare computing power from SAP’s cloud data for COVID-19 research to launching a dedicated platform BacktoBest.com to drive business continuity through cloud solutions like Workspace Booking app for SAP Cloud for Real Estate and SAP Marketing Cloud.
“Using innovative SAP solutions to improve people’s lives and help the world run better was the mission of SAP’s founders from day one. It is still the company’s top priority, and it’s in our DNA. In terms of our marketing strategy, we have placed even greater focus on showing how we deliver on our purpose, and how we can help our customers and partners get through the pandemic as best they can,” stated Koeder.
BrandZ has also distinguished the German brands that have demonstrated quality and reliability during times of crisis, creating trust and security among consumers. Koeder mentioned some of SAP’s COVID-19 initiatives such as offering select products at zero cost, building the Corona-Warn-App, supporting the manufacture and distribution of vaccines, and launching the programs ‘Together We Got This’ and Back to Best.
As a truly global brand that has enabled organisations and institutions during the tumultuous 2020, SAP is sharing its 2020 CSR eBook– a celebration of the 8.3 million lives impacted through SAP’s investments and the 130,000 hours dedicated by over 20,000 SAP employees. The e-book is a collection of stories that embody the power of collaboration through the crisis and is a representation of the German software giant’s continued commitment to embracing digital inclusion.
