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Customer Snapshot

Taking Sales to
the Cloud

€ 442M

2012 EBIT (earnings before
interest & taxes)


Already the world’s largest non-tire rubber specialists for the automotive and other major industries, ContiTech AG was perfectly positioned to make their sales soar with Cloud technology—but needed expert help from SAP to make it a feasible reality.


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Keeping sales force connected to best serve customers around the world


ContiTech AG


Hannover, Germany

Customer Website



€442 million (2012)

Number of Employees

> 28,000

Implementation Partners


Line of Business




Featured Products

SAP Cloud for Sales


A rubber revolution


  • 1871Continental-Caoutchouc-und Gutta-Percha Compagnie was founded in Hanover, Germany. Production of technical rubber products and medical articles was begun. Pneumatic tires for bikes and rubber hot water bottles became classics of their kind.
  • 1900The first German airship, LZ 1, used Continental's balloon material to seal its gas bags.
  • 1923Continental began making endless drive belts for the first time.
  • 1932Continental marketed a range of rubber-to-metal-bonded products under the continental Schwingmetall brand name.
  • 1961Continental drive belts were used for the first time in a production car, replacing chains to drive the cam shaft.
  • 1982Continental developed the first four-corner air suspension system for passenger cars (VW Passat).
  • 1991The technical products division of Continental was reorganized under the all-embracing ContiTech brand.
  • 2008The car of the future operated with
    the ContiTech drive, interior, suspension
    and fluid technology solutions that
    ensured sustained mobility.

Business Model

The world’s largest

ContiTech AG is the world’s largest specialist for rubber and plastics technology in the non-tire rubber sector—developing and producing functional parts, components, and systems for the automotive and other important industries. The Conveyor Belt Group of the ContiTech business unit offers solutions in the field of materials-handling technology.

The Challenge

Let’s speed it up!

ContiTech’s distribution department needed to speed-up the request and proposal processes. Once a proposal was placed, they required consistency across its different organizational entities – production, fulfillment, etc. – to better meet customer requirements and to increase value.

Enter SAP

SAP from start to finish

ContiTech has a clear business application strategy. The company uses SAP products comprehensively throughout their whole supply chain. This means that orders are processed consistently by SAP systems all the way to the shop floor. With their back-end operations running on SAP, they began evaluating SAP Cloud for Sales.


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Obvious need for Cloud for Sales

Better Business

What they found in the cloud

SAP Cloud for Sales is a modern, state-of-the-art, ergonomic product. ContiTech discovered in “the Cloud” an application that is clearly presented, with a fantastic design, and an incredible range of functionality. The company’s ability to integrate sales data with design, production, and marketing information resulted in more product “out the door.”


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A modern and attractive product


Information access on the go

One great advantage for ContiTech is that sales staff can access up-to-date information on pricing and product availability on their mobile devices.

Run Simple

Sales success via iPad

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Giving our sales force powerful tools

They can connect customer information from their ERP system with prospect and customer objectives in SAP Cloud for Sales. This gives the sales organization easy access to information on a mobile device. The offline function of the Cloud for Sales solution enables sales people to work on an iPad.


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Mobile tools that work offline too - a great advantage

Journey Ahead

Systems that grow with the company

SAP Cloud for Sales will support ContiTech in primary goals: optimizing internal processes, and accelerating growth in new business areas.


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A significant step ahead

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