Markets and Trends
SAP’s portfolio is clearly focused on the IT software and services markets. We are delivering enterprise applications, analytics, and databases, as well as the related services and support. SAP provides its solutions both on premise and in the cloud. They are accessible via mobile devices and all kind of other user interfaces. By 2020 we aim to extend our addressable market to $350 billion worldwide from $110 billion in 2010.
Three major technology trends – in-memory computing, enterprise mobility and the cloud – have triggered change in the world of IT and SAP is playing a crucial role in accelerating that change.
Those trends are changing not only the way enterprise adopt and deploy business technology, but also fundamentally the way how work is done. The pervasiveness of the cloud and mobile devices, together with the power of in-memory computing, allow people to connect and collaborate whenever possible and whenever they choose.
These changes are simplifying and removing layers from the traditional technology stack and making it easier for everybody to consume technology.
SAP is the world market leader for enterprise applications, analytics and mobile solutions. We are also the second-largest enterprise cloud company and fastest-growing database provider.
In the applications market our main competitors are IBM, Oracle and Microsoft. Compared with SAP, those companies derive a much higher portion of their revenue from other segments of the IT market, such as hardware (IBM, Oracle); operating system and desktop applications (Microsoft); and IT services (IBM).
Key competitors in the analytics market include IBM (Cognos), SAS Institute, and Oracle (Hyperion).
In the cloud market, we face line-of-business players such as Salesforce.com, Workday and NetSuite. Oracle has also become a competitor in this market through the acquisitions of RightNow and Taleo.
Principal competitors in the database and technology business include IBM, Microsoft, and Oracle. Our offerings also compete with those of specialized vendors in various local markets and subsegments.