Esoteric software maker SAP has entered into an agreement to acquire Austrian firm Emarsys. Emarsys produces software that businesses can use to interact with their customers ‘on a personal level’ through multiple online channels.
The deal is expected to close in the fourth quarter of 2020, subject to regulatory approval and no one is saying how much money SAP spent.
SAP will add Emarsys’ operations to its Customer Experience portfolio, which is anchored by the Qualtrics platform. SAP acquired Qualtrics in 2018 for $8 billion, and the platform now plays an important role in the company’s cloud growth strategy as SAP aims to combine customer data with operational data.
The latest deal will help SAP to benefit from Emarsys’ market presence and its capability to engage with customers through personalised omni-channel interactions.
Christian Klein, CEO of SAP said that after the deal is completed, SAP’s clients will be able to connect every part of their business to the customer, including experience data.
SAP has traditionally focused its attention on back-office kinds of operations. The new deal is seen by many industry analysts as a way for the company to continue merging back- and front-office operations.
