Small and Midsize Companies Look to Make Big Gains With "Big Data," According to Recent Poll Conducted on Behalf of SAP

Small and Midsize Companies Look to Make Big Gains With "Big Data," According
                  to Recent Poll Conducted on Behalf of SAP

Findings by Harris Interactive Poll Show Cloud Strategies and Instant Access
to Data via Mobile are Must-Haves to Stay Competitive With "Big Data"

PR Newswire

WALLDORF, Germany, June 26, 2012

WALLDORF, Germany, June 26, 2012 /PRNewswire/ --Small and midsize enterprises
(SMEs) are realizing the competitive advantages of using and managing "big
data" faster than their larger competitors, according to a recent online poll
conducted by Harris Interactive on behalf of SAP AG (NYSE: SAP). The survey
was conducted within the U.S. between April 10-23, 2012, among 154 C-suite
executives at international companies across a range of industries. Additional
findings of the survey show that only 25 percent of respondents agree on a
similar definition of big data; however, nearly 76 percent viewed big data as
an opportunity.

(Logo: http://photos.prnewswire.com/prnh/20110126/AQ34470LOGO)

Across the survey, definitions of big data varied widely, with 28 percent
defining it as the massive growth in transaction data. Twenty-four percent
described it as new technologies that address the volume, variety and velocity
challenges of big data; 19 percent said big data refers to requirements to
store and archive data for regulatory compliance; and 18 percent saw big data
as the rise in new data sources, such as social media, mobile device and
machine-generated devices.

While the study showed diverse definitions of what big data is, SMEs are more
readily identifying its benefits. More than 60 percent of the respondents
manage companies with US$500 million or less in annual revenue. Top
competitive advantages gained by using big data include more efficient
business operations (59 percent); boosting sales (54 percent); lowering IT
costs (50 percent); becoming more agile (48 percent); and attracting and
retaining customers (46 percent). In large part because of these advantages,
70 percent of those surveyed said they would expect a return on their big data
investments within one year.

"Every company should be thinking about their big data strategy whether they
are big or small," said Steve Lucas, executive vice president and general
manager, Database & Technology, SAP. "Big data is the unprecedented growth and
convergence of social, device, equipment and corporate data. There is an
incredible amount of noise being created and without a strategy, companies
will get lost in the noise. Big data is instant access to data and with
instant insight, companies can be agile, act on emerging trends, engage with
their customer base and also expose potential risks."

Expansion in Cloud Strategies
Cloud technologies will likely play a role in managing big data. A majority
(64 percent) of the executives polled by Harris Interactive said their
companies use cloud technology to some extent. Of that, 38 percent said their
companies use only cloud technology to store and manage big data, 27 percent
cited private clouds or off-premise server farms and 11 percent said they
store big data in a public cloud. More than a quarter (26 percent) said their
companies use a hybrid of data warehousing and cloud technologies. One-third
of the C-suite executives surveyed said they only use a data warehouse
solution.

Importance of Instant Access
Sales of tablet computers this year are projected to almost double, to 118.9
million units, according to a recent study by Gartner Research.(1) According
to Gartner, enterprises will either purchase many of those tablets themselves
or allow employees to access company information from their personal mobile
devices.

As enterprise computing goes mobile, so too will big data analysis and
visualization. When asked to describe the importance of instant access to big
data from their mobile computers, 90 percent of the Harris executive
respondents called it somewhat important — of which 57 percent deemed instant
access either absolutely essential or very important. Industries that place
instant access at or near the top of their wish list include aerospace and
defense, automotive, banking, chemicals, defense and security, and engineering
and construction.

Such timeliness is key. "Collecting and analyzing the data is not enough — it
must be presented in a timely fashion so that decisions are made as a direct
consequence that have a material impact on the productivity, profitability or
efficiency of the organization," Gartner wrote in its November 2011 report,
"Top Predictions for IT Organizations and Users for 2012 and Beyond: Control
Slips Away."

Methodology
This survey was conducted online within the United States by Harris
Interactive on behalf of SAP between April 10-23, 2012, among 154 C-suite
executives at multinational companies across a range of industries, including
aerospace and defense, automotive, banking, chemicals, consumer products,
engineering and construction, healthcare, high tech, insurance, manufacturing
and professional services. No estimates of theoretical sampling error can be
calculated; a full methodology is available.

For more information, visit the SAP Newsroom.

(1) Forecast: Media Tablets by Operating System, Worldwide, 2010-2016, 1Q12
Update.

About SAP
As market leader in enterprise application software, SAP (NYSE: SAP) helps
companies of all sizes and industries run better. From back office to
boardroom, warehouse to storefront, desktop to mobile device – SAP empowers
people and organizations to work together more efficiently and use business
insight more effectively to stay ahead of the competition. SAP applications
and services enable more than 190,000 customers (includes customers from the
acquisition of SuccessFactors) to operate profitably, adapt continuously, and
grow sustainably. For more information, visit www.sap.com.

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