SAP SE announced project “Embrace,” a collaboration program with Microsoft Azure, Amazon Web Services (AWS) and Google Cloud as well as global strategic service partners (GSSPs).

“Embrace” puts the customer’s move to SAP S/4HANA in the cloud in the language and context of their primary industry, by recommending the platform, software, services and infrastructure from SAP as well as their preferred hyperscaler and preferred service partner.

The move to SAP S/4HANA in the cloud is planned to come in the form of market-approved journeys, reference architectures and easy access to the underpinning technology services required to help customers achieve the best business outcomes. By partnering with hyperscalers and GSSPs to deliver this program, SAP aims to provide its customers a single blueprint to support their transition and journey toward an intelligent enterprise.

“Our customers are very clear about the business outcomes they expect to achieve when migrating to the cloud — and that includes operational excellence and innovation,” said Jennifer Morgan, president of Cloud Business Group and executive board member of SAP. “Working together with the hyperscalers and global strategic service partners, we’re in a unique position to shape our customers’ journeys to becoming intelligent enterprises.”

Planned customer benefits include shorter negotiations, streamlined teaming and faster, risk-managed implementations.

Marketing Technology News: Splunk Expands Data Access with Splunk Connected Experiences and Splunk Business Flow

“Embrace” aims to include the following components: 

• Solution: A set of foundational services running on SAP Cloud Platform to enable the integration, orchestration and extension of SAP systems and third-party applications running in the cloud or on premise
• Reference architecture: A jointly developed technical blueprint that incorporates the required SAP and hyperscaler components to run the customer’s applications
• Market-approved journeys: A jointly created and market-approved road map to SAP S/4HANA by industry – created with hyperscalers and global strategic service partners
• New SAP MaxAttention services and SAP ActiveAttention services: A newly launched set of services designed to support customers running a cloud or hybrid infrastructure on a hyperscaler

Learn more from Microsoft, AWS and Google. For more information, read “Embracing the Hyperscalers – Your Fast Lane to Becoming an Intelligent Enterprise in the Cloud.”

Marketing Technology News: New Study: Streaming Services Rapidly Replacing Traditional TV

Scotland’s Topolytics Wins Circular Economy 2030 Contest

SAP and Google Cloud today announced that Michael Groves, CEO and founder of Topolytics, won the Circular Economy 2030 Contest, an award that fosters social entrepreneurship for a sustainable future.

SAP and Google Cloud launched the contest at the World Economic Forum in Davos earlier this year, prompted by the urgent need to address the United Nations Sustainable Development Goal 12, which calls for responsible production and consumption.

Both companies will harness the power of their technologies to challenge social entrepreneurs globally to use their passion to solve world problems. More than 250 participants from over 50 countries in six continents submitted applications. Five finalists were chosen, and their ideas ranged from better managing food waste to combat hunger to tracing batteries for future use, recycling fabric remnants and sustaining rural farms in Kenya.

The winner, Topolytics, a data and analytics company, offers a metadatabase of industrial and commercial waste. It uses mapping, sensors and analytics to create a database that maps the generation, movement and fate of waste. The award includes US$100,000 in funding, a Google Cloud for Startups: Surge Package (includes US$100,000 in Google Cloud credits), SAP product access, 1:1 mentorship and Google Cloud for Startups Bootcamp.

“I’m absolutely delighted that Topolytics has won SAP and Google Cloud’s CE2030 Challenge,” said Michael Groves, CEO of Topolytics. “Our ambition and use of leading-edge technology are a natural fit for these titans of the tech world.”

Marketing Technology News: Uberflip Named a Contender in Content Marketing Platforms for B2B Marketers for the First Time by Independent Research Firm