Adrian Simpson, Chief Innovation Officer at SAP spoke at the CIO Event, March 2013

1. Differentiate Through Innovation
Adrian Simpson
19th March, 2013 Public

2. Gartner Nexus of Forces
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3. Opportunity to Gain Real-time Insight Like Never Before
FINANCIAL RISK SALES & SUPPLY &
PERFORMANCE ASSESSMENT MARKETING DEMAND
Rapid close, Identify security Track visits, Predict short-falls
react fast to risks, suspicious discover best or overflows,
external events, behavior, channel mix: search for spikes,
holistic financial governance / email, social stock shortfalls,
view of business compliance media, search, overflow
customer
sentiment
analysis
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4. Options for Innovation
Quicker
More Agile
More Timely
Do More
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5. Quicker
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6. Operational Analysis
24 H Vs 3.8 S. 15000x
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7. Mitsui Knowledge Industry
Healthcare industry – Cancer cell genomic analysis
Product: Real-time Big data (R+Hadoop+HANA)
408,000x faster
than traditional disk- Business Challenges
based systems in
technical PoC  Improve decision making for hospitals which conduct cancer detection based
on DNA sequence matching
 Reduce delays and minimize the costs associated with new drug discovery by
optimizing the process for genome analysis
216x faster DNA
analysis results - Technical Challenges
from 2-3 days to 20
 Existing R and Hadoop architecture is too limited to support big data
minutes
 Data deluge slows down genome interpretation
Benefits
 Reduce the time it takes to detect variant DNA and support personalized
patient therapeutics
 SAP HANA provides in-memory predictive acceleration & correlated analysis
 For pharmaceutical companies, provide required new drugs on time and
identify “driver mutation” for new drug targets quickly
“ ”
Genomic DNA analysis in real-time will transform how we enable comprehensive patient care to fight against cancer. SAP HANA will be
the mission critical and reliable data platform to make real-time cancer analytics into a reality. Separately, our internal technical
comparison demonstrated that SAP HANA outperforms a traditional disk-based system by factor of 408,000 when performing other types
of data analysis.
Yukihisa Kato, Director & Executive Officer, CTO, Research and Development Center, MITSUI KNOWLEDGE INDUSTRY CO.,LTD.
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8. More Agile
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9. T-Mobile USA, Inc.
Telecom – Measure effectiveness of Marketing Campaigns
Product: Agile Datamart
$10-25 savings per
win-back subscriber - Business Challenges
potentially billions of
additional revenue per  Absence of rapid insights lead to inefficiencies and potential revenue loss
year  Proliferation of offers/micro-offers makes offer performance management
increasingly strategic
 High acquisition costs and intense competition in a saturated market
56x faster insights
performing churn
analysis Technical Challenges
 Big data cannot be analyzed efficiently and accurately
2 Billion+ records Benefit
for 21M customers
analyzed in 3 hours  Enable targeted micro-offers in real time
(Vs. 1 week earlier)  Real-time business decisions to maximize revenue by channel
 Refine sales offers leading to increased adoption rate and profitability from
their customers
“ ”
SAP HANA is enterprise ready and can handle information from multiple sources at T-Mobile for targeted offers to more than 21 million customers via
channels such as retail stores, customer care centers and eventually SMS. Since marketing campaigns are frequent and precise to a segment, it
requires rock solid performance in addition to speed of analysis with SAP HANA to provide offers on the fly for improved customer adoption, profitability
and retention. Jeff Wiggin, VP Entreprise Information Technology , T-Mobile USA, Inc.
Based on the rapid analytics that we’re performing on SAP HANA, we are now able to quickly fine tune our current and future campaigns to improve the
customer adoption rate, reduce churn and increase profitability . Alison Bessho, Director, Enterprise Systems Business Solutions, T-Mobile USA
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10. More Timely
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12. Do More
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13. FIGHTING CANCER WITH
SAP HANA Oncolyzer
3 Days
2-10 Seconds
Before After SAP HANA
SAP HANA
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14. Detective HANA
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15. Provimi (acquired by Cargill)
CPG industry – Animal nutrition solutions
500k Euro Product: COPA RDS, Ops Rpt RDS v2
working capital
Business Challenges
reduction within a week
 Lower profitability due to poor decision making and demand forecasting
 Lower business growth: sales dependent on IT for analytics
40% speed-up of Technical Challenge
monthly close from 5  Speed up monthly closing process and increase process quality
to 3 days
Benefits
 Increase profitability in Sourcing by making real-time decisions in purchasing
raw materials based on demand forecasting
15,000x faster  Increase profitability in Sales by deciding real-time on commercial proposals
analysis and insight based on up-to-date margin analysis
“ ”
3-3-3 for SAP HANA: in 3 days, we successfully completed a proof of concept using our own CO-PA data; in 3 weeks, we were live and
running; and within 3 seconds, we now run any CO-PA analysis.
Rogier Jacobs, CIO at Provimi
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16. Options for Innovation
Quicker
More Agile
More Timely
Do More
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17. Thank you
Contact information:
Adrian Simpson
Chief Innovation Officer
SAP (UK) Ltd.
adrian.simpson@sap.com
Twitter @adriansimpson2