SAP SE is  developing Original Equipment Manufacturer (OEM) and Independent Software Vendor (ISV) partnerships to assist its SAP HANA Cloud Platform on its journey into the digital world. By allowing these partners to embed SAP solutions and platforms into their applications provides benefits for both companies through an exchange of technology and learning.

Jeff Thurston, director pf ISV, cloud and platform partnerships at SAP SE, and Camilla Dahlen, VP of ISV, cloud and OEM North America Partnerships at SAP, spoke with John Furrier (@furrier) and Peter Burris (@plburris), cohosts of theCUBE, from the SiliconANGLE Media team, about the company’s partnerships and the benefits of collaboration.

Great moment for SAP HANA Cloud

According to Dahlen, SAP Sapphire is providing a showcase for partners to highlight the combined efforts. “They can build and develop and extend into SAP applications or develop something completely different and unique on HANA Cloud Platform supported by SAP,” she said. “And we have great examples at SAP Sapphire this year. We have multiple partners that are here talking about showcasing their solutions that they built on HANA and HANA Cloud platform.”

Thurston described the partnership as giving partners the opportunity to take their business models to the next level with the unique use cases they are doing. “One of the things we are seeing is how do they reach more customers, reach more of their partners? How do they enhance that experience for that end user?” He mentioned partners that are leveraging the HANA Cloud Platform and building extensions that are helping to increase the experience from an end-user perspective.

Exploring social reach

Thurston mentioned partner applications helping to engage and communicate with the end-users who have back-end applications that allow them to learn and understand behavior and routines.

When asked about social applications and what SAP collaborators are doing in this environment, Thurston responded, “What I mean by social is how the end consumer is acting with that application or how they are communicating. It could be through Twitter, through Facebook or it could be through standard i-messaging. It’s all these different interactions, and as we look at the different generations and the millennials, they are looking for ease of use for that application or how to interact and enhancing that experience at all levels.”

SAP partner opportunities

Dahlen’s organization works full circle with its partners from go-to-market strategies through the product launch and beyond because she believes, “Their success is our success.”

In regards to helping customers with success through the HANA Cloud Platform, she acknowledged that there are two types of customers and the only type that is part of their program is the ones that want to offer an extension of a subscription service to the market as a whole.

Consumerization of IT

Furrier brought up the SAP strategic relationship with Apple and said, “The impact has been a perfect storm for SAP’s growth opportunity.” Dahlen also said that SAP will be delivering an IOS SDK on the cloud platform and expects its ecosystem to grow exponentially.

Dahlen and Thurston discussed how they are cracking the enterprise nut and how the company’s model will help businesses bring innovation to the market.

Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of SAP Sapphire 2016.

Photo by SiliconANGLE