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DSAG Annual Conference 2013 in Nuremberg – Overview

  • September 26, 2013
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Last week, the Sweetlets team attended the DSAG (German SAP User Group) Annual Conference 2013, which had a record-breaking attendance of 4000+ visitors flooding the convention center in Nuremberg, Germany. Sweetlets was there once more with a booth, where we were demonstrating our portal tools Click Stream analytics and System Messenger, which were especially popular with our visitors this year.

When time allowed, we visited a some interesting conference talks. The overarching theme this year was “Changing Processes”, with topics centering around HANA, mobile apps, developments in the HANA Cloud Portal and data security. Keynotes were held by Marco Lenck, chairman of the board of DSAG, and Jim Hagemann Snabe, co-CEO of SAP.

HANA still hot, getting hotter
HANA continued to be a focal point during this year’s conference, especially considering that DSAG, through extensive talks with SAP, managed to convince the company to adjust its pricing model for HANA, making it a more realistic IT acquisition for a larger number of companies. Just about all partner booths on the trade floor show advertised support of HANA technologies. David Awankem, one of our Sweetlets developers, went to a keynote on adventures with in-memory technology, which was held by Michele Vögele, Vice President of Global IT for adidas Group. Mr. Vögele presented a convincing case study for using the HANA database to optimize business processes across various sectors and dramatically decrease response time. It was a very well-attended session indeed, which underscored the continued interest in HANA.

The cloud – and data security
Everything is moving to the cloud these days, including SAP’s enterprise tools – many speakers talked about the expansion of HANA Cloud Portal and its various capabilities and configurations. Cloud is all very well and good, but what about data security? In light of recent events uncovering the NSA scandal, this topic came up again and again. In his keynote, Jim Hagemann Snabe emphasized SAP’s commitment, as a German-based company with many German and European clients, to protect client data. On the one hand, SAP already has many regional data centers that can store data for local companies, so that, for instance, the data is protected by local data privacy laws. They want to continue expanding the network of regional data centers to ensure data protection. On the other hand, they want to work towards establishing European-wide legislation that enables data exchange between regions while protecting business-critical data, thus ensuring that local data centers do not become a hinderance to business development.

Evening bash
At the end of the second day, visitors were able to get down and groovy at the fabulous 70’s-themed “Night Fever” party. If disco was not your thing, you had the option to chill out and unwind at one of the cool retro-style lounges.

Do you need more information about Sweetlets or the DSAG 2013? Email us at

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