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SAP Looks to Tame Customers With Gigya AcquisitionSAP Looks to Tame Customers With Gigya Acquisition

With its Gigya acquisition, SAP hopes to be able to provide enterprises with a unified view of the customer.

Mitch Wagner

September 26, 2017

2 Min Read
SAP Looks to Tame Customers With Gigya Acquisition

LAS VEGAS -- SAP TechEd 2017 -- SAP is looking to its acquisition of Gigya to provide enterprises with a unified view of the customer, no matter what channel the customer does business in.

SAP AG (NYSE/Frankfurt: SAP) announced its intent on Sunday to acquire Gigya, which provides customer identity and access management tools, for a reported $350 million.

The Gigya acquisition will help SAP enable enterprises to manage customer data, said SAP CEO Bill McDermott on Sunday at an event in New York streamed by video to the SAP TechEd conference in Las Vegas.

By integrating Gigya with SAP's own tools, enterprises will be able to connect sales, marketing and ERP applications to provide a "real, single, personalized view of the customer," McDermott said.

The Gigya acquisition will help SAP enable "omnichannel" sales -- sales across all channels, including digital, mobile, and stores -- as well as direct-to-consumer sales, which is a requirement for every company, McDermott said.

Figure 1: SAP CEO Bill McDermott SAP CEO Bill McDermott

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The Gigya platform helps companies build digital relationships with customers, managing profiles, preferences, opt-in and consent settings, with customers controlling their own data.

"Customers opt in and register via Gigya's registration-as-a-service, which addresses changing geographical privacy issues and manages compliance requirements such as the upcoming General Data Protection Regulation (GDPR). Gigya currently manages 1.3 billion customer identities in order to build identity-driven relationships for its enterprise clients," SAP said in a statement Sunday.

Gigya has 300 employees, all of whom will join SAP in the deal, expected to close in the fourth quarter, according to TechCrunch.

The companies did not disclose terms of the deal but the Jerusalem Post and several other sources put the price tag at $350 million. Gigya is a US company that was founded in Israel.

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About the Author(s)

Mitch Wagner

Executive Editor, Light Reading

San Diego-based Mitch Wagner is many things. As well as being "our guy" on the West Coast (of the US, not Scotland, or anywhere else with indifferent meteorological conditions), he's a husband (to his wife), dissatisfied Democrat, American (so he could be President some day), nonobservant Jew, and science fiction fan. Not necessarily in that order.

He's also one half of a special duo, along with Minnie, who is the co-habitor of the West Coast Bureau and Light Reading's primary chewer of sticks, though she is not the only one on the team who regularly munches on bark.

Wagner, whose previous positions include Editor-in-Chief at Internet Evolution and Executive Editor at InformationWeek, will be responsible for tracking and reporting on developments in Silicon Valley and other US West Coast hotspots of communications technology innovation.

Beats: Software-defined networking (SDN), network functions virtualization (NFV), IP networking, and colored foods (such as 'green rice').

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