SAP has purchased customer identity and access management platform Gigya. While exact numbers haven’t been confirmed as yet, TechCrunch and a number of other publications are pointing towards the USD $350million mark. If true, this is an impressive premium to pay for a company that was worth USD $250million only six months ago and it shows the importance of the platform to SAP. But why is Gigya so important to the business that has a famously intricate and complete ecosystem?
The major hole in SAP’s offering – along with most of its competitors – has been bridging the gap between customer engagement, and specific consumer individuality. Meaning that large enterprise platforms now need to present an offering that is more usually associated with software targeted at small to medium-sized businesses. While the tech publications have been quick to point out the security advantages presented by Gigya, potentially more important for SAP will be the ability to drill down into individual customer and prospect categories, enabling customers to present offerings and interactions that are specific to their problems and requirements. The ramifications of this are significant; with SAP clients likely to be given the chance to have tailored interactions for established clients that need access to secure networks, and ad hoc prospects that just require a piece of information. This adaptability will transcend simple online interaction as various sub-platforms can be built in order to increase interactivity and go deeper into identifying specific sub-personas for clients and prospects. Even deeper, Gigya will enable staff members to have a more valuable experience within their own infrastructure and internal communications will inevitably improve as a result. This means that SAP is continuing on its journey from being a software provider, to providing an entire business solution that transcends software.
Gigya’sCompetition will likely be bursting with excitement as they await offers of their own from SAP’s major competitors.