Sybase 365 And Mobile Marketing Association Survey Finds 87 Percent Of Consumers Will Use A Mobile Device To Help Make

    Sybase 365 And Mobile Marketing Association Survey Finds 87 Percent Of
  Consumers Will Use A Mobile Device To Help Make Purchasing Decisions This
                                Holiday Season

50 Percent of Consumers will Make a Purchase with a Mobile Device; 61 Percent
would be more Willing to Make Mobile Payments if Improvements were Made to the
Current Landscape

PR Newswire

DUBLIN, Calif., Nov. 20, 2012

DUBLIN, Calif., Nov. 20, 2012 /PRNewswire/ --According to a joint national
survey conducted by Sybase 365, the mobile services arm of SAP AG (NYSE: SAP)
and global leader in mobile interconnection services and mobile commerce
solutions, and the Mobile Marketing Association (MMA), the leading global
trade association for the mobile industry, mobile devices are playing a more
crucial role than ever before in influencing consumers' shopping decisions at
the point of sale and across every stage of the purchase funnel.

This survey of 1,000 adults in the U.S. found that mobile's influence over
consumer shopping behaviors is far greater than it was a year ago. As
confirmed in the study, a vast majority (87%) of respondents reported that
they will use their mobile device to change the way they shop this holiday
season. Additionally, 50 percent of consumers plan to make a purchase with
their mobile device this holiday season either through mobile web, apps, at
the point of sale (POS) or using SMS/text or voice on their device. Consumers
also plan to use their mobile devices for comparing prices, researching deals
and coupons, locating product reviews, avoiding long shopping lines, and
tracking loyalty points. In a similar survey conducted by Sybase 365 and the
MMA a year ago, 62 percent of respondents said they would use their mobile
device to help them make purchasing decisions over the holiday season, thus
indicating that consumers today are more eager to use their mobile device as a
tool of transaction.

While mobile commerce platforms continue to gain traction in terms of consumer
use and adoption, the study pinpoints areas to evolve the overall shopping
experience. Sixty-one percent of consumers would be more willing to use their
mobile devices to influence their purchasing decisions at the POS if
improvements were made to the current consumer experience. Some of the
improvements that consumers would like to see include more accurate results
that are relevant to their shopping habits and exact location (48%), more
secure connections to ensure their transactions are safe (46%) and faster
connection speeds in order to obtain immediate results when they are about to
make a purchase (38%).

"The results from this survey clearly indicate that we are starting to see
meaningful adoption of mobile commerce solutions," said John Sims, president
of Sybase 365, a division of SAP. "While progress is being made, the industry
needs to make a collective effort to better educate and inform consumers about
pressing issues surrounding mobile payments, such as available technology,
security, and usage benefits. This will ensure that consumers are comfortable
enough to embrace this extremely pervasive industry as part of their everyday
lives."

Mobile devices are also helping consumers make smarter, more informed
purchasing decisions all year round. Forty-two percent of survey respondents
reported that information they found using their mobile devices influenced
their decision the last time they made a purchase. Thirty percent of consumers
reported that the last time they were at the point of sale, they used their
mobile device to compare prices or read product reviews and ended up making a
purchase from a different physical or online store or purchased a different
brand altogether; and eight percent of individuals reported that their mobile
device validated a purchase they were already going to make.

"Consumer adoption of mobile will continue to climb as new technology is
introduced and evolves. With mobile payment and commerce options expanding,
marketers have an unprecedented opportunity to leverage mobile along the path
to purchase and turn awareness into preference and preference into
transactions," said Michael Becker, Managing Director, MMA North America. "The
survey results indicate that consumers are ready and willing to use their
mobile device not only to search brands but purchase as well. It is up to the
industry to advance the mobile commerce experience and take advantage of this
opportunity to engage more meaningfully with consumers. After all, nothing
gets marketers closer to consumers than mobile."

Merchants are also helping to drive awareness of mobile payments. Most
significantly, they are leveraging mobile to target customers with loyalty
deals and coupons. Nearly half of consumers surveyed (44%) received a deal on
their mobile device recently from Amazon, Apple, Best Buy, Groupon, Target or
Starbucks.

"The mobile commerce industry still has ground to cover in order to achieve a
critical mass. Merchants and marketing executives must learn how to harness
the innovative technology in powerful new ways so that we can see the full
potential of this new world," Sims added.

*Sybase 365, MMA and Opinion Research Corporation, an Infogroup company, make
no warranty, express or implied, with respect to the data presented, nor
assume any liability for any loss or damage resulting from its use. The sample
size of 1,000 carries a margin of error of +/- 3% at a 95% confidence level.
This margin of error would be greater for any subsets of the sample.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its
associated technologies. The MMA is an action-oriented organization designed
to clear obstacles to market development, establish mobile media guidelines
and best practices for sustainable growth, and evangelize the use of the
mobile channel. The more than 700 member companies, representing over forty
countries around the globe, include all members of the mobile media ecosystem.
The Mobile Marketing Association's global headquarters are located in the
United States and it has regional chapters including North America (NA),
Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For
more information, please visit www.mmaglobal.com. For information relating to
the MMA's Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.

About Sybase 365
Sybase 365, the mobile services arm of SAP, is the global leader in enabling
mobile information services for mobile operators, financial institutions and
enterprises. We provide our customers with the widest offering in SMS, MMS,
GRX, IPX interoperability, end-to-end mobile commerce solutions and innovative
mobile consumer engagement services. Sybase 365 processes more than 1.8
billion messages per day, reaching 900 operators and 5.5 billion subscribers
around the world.

Sybase and Sybase 365 (or other product names mentioned in release), are
trademarks or registered trademarks of Sybase, Inc. SAP and other SAP products
and services mentioned herein as well as their respective logos are trademarks
or registered trademarks of SAP AG in Germany and in several other countries
all over the world.® indicates registration in the United States. All other
product and service names mentioned are the trademarks of their respective
companies.

Forward Looking Statements
Any statements contained in this document that are not historical facts are
forward-looking statements as defined in the U.S. Private Securities
Litigation Reform Act of 1995. Words such as "anticipate," "believe,"
"estimate," "expect," "forecast," "intend," "may," "plan," "project,"
"predict," "should" and "will" and similar expressions as they relate to SAP
are intended to identify such forward-looking statements. SAP undertakes no
obligation to publicly update or revise any forward-looking statements. All
forward-looking statements are subject to various risks and uncertainties that
could cause actual results to differ materially from expectations. The factors
that could affect SAP's future financial results are discussed more fully in
SAP's filings with the U.S. Securities and Exchange Commission ("SEC"),
including SAP's most recent Annual Report on Form 20-F filed with the SEC.
Readers are cautioned not to place undue reliance on these forward-looking
statements, which speak only as of their dates.

SOURCE Sybase 365

Website: http://www.sybase.com/365
Website: http://www.sap.com
Website: http://www.mmaglobal.com
Contact: Scott Malinowski, SAP Public Relations, +1-617-538-6297,
Scott.Malinowski@SAP.com; or Emily Cleary, Prosek Partners for Sybase 365,
+1-212-279-3115 x257, ecleary@prosek.com; or Rebecca Laming, Mobile Marketing
Association, +1-917-558-1828, Rebecca.Laming@mmaglobal.com
 
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