• SAP Emarsys is dead, long live SAP Engagement Cloud SAP is finally sorting out the uncertainty over its customer experience strategy. • SAP has changed the name of its SAP Emarsys customer experience offering to SAP Engagement Cloud, signalling - at last - its commitment to integrating it into the core of its enterprise infrastructure. • The capabilities of SAP Emarsys will remain available as part of SAP Engagement Cloud, and SAP will add further enhancements. • It’s also releasing an “enterprise edition” with more advanced administration and governance features. • The rebranding will help settle any queries about SAP’s strategy for customer engagement software: It bought Qualtrics in 2018 and then, a couple of years later,bought Emarsyseven though both companies operated in a similar space. • Qualtrics never sat easily in the SAP portfolio andthe company sold it in 2023.
Article Summaries:
- SAP has renamed its customer‑experience platform from Emarsys to SAP Engagement Cloud, signalling a clearer strategy for its engagement portfolio. The rebrand will keep Emarsys’ existing features while adding new enhancements and an “enterprise edition” with advanced administration and governance tools. The move follows SAP’s earlier acquisition of Qualtrics in 2018 and Emarsys a few years later, and the subsequent sale of Qualtrics in 2023. By integrating Engagement Cloud into its core infrastructure, SAP aims to provide consistent, compliant, and brand‑aligned customer‑engagement solutions that can adapt to local needs and AI‑driven automation.
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