SAP embraces AWS, Microsoft and Google for clearer cloudy customer journeys

For vendors who aren’t at the very top tier of the cloud industry, it can sometimes be a case of Muhammad and the mountain. You can use their migration path to the cloud, or you can just get Amazon, Microsoft, or Google to do it for you. SAP appears to understand this, if its newest launch, Embrace, is anything to go by.

The company announced at its SAPPHIRE NOW event a collaboration with Amazon Web Services (AWS), Microsoft Azure and Google Cloud to help organisations’ journey towards an ‘intelligent enterprise’ by offering a single blueprint.

The offering that customers will receive through Embrace consists of several strands. Alongside the foundational services running on SAP Cloud Platform, there will also be a jointly-developed reference architecture and product journey roadmap.

“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 SAP’s cloud business group in a statement. “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.”

The hyperscalers all gave off positive vibes, as to be expected. AWS said it was a ‘proud participant’ in the program, while Microsoft noted the continuation of a long-standing partnership between the two companies.

Google’s perspective however may be seen as the most interesting. From that side, it can be seen as another signpost to enterprise success. Google had a booth at SAPPHIRE NOW to emphasise this partnership. While a lot of the company’s focus at Next in April was on the development and open source side, CEO Thomas Kurian had previously advocated more aggression in its enterprise sales strategy.

“The world’s largest businesses run SAP applications, and increasingly, they’re doing it on Google Cloud,” wrote Snehanshu Shah, Google Cloud managing director for SAP in a blog post. Shah added that more customers were running mission-critical SAP applications on Google’s cloud, adding that SAP was also bringing its HANA Enterprise Cloud to Google Cloud Platform (GCP).

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