SAP Crystal Solutions 2011 Launch Campaign Overview for PartnersSAP Global DRC MarketingJuly 2011

© 2011 SAP AG. All rights reserved. 2

SAP Crystal Solutions 2011Launch Campaign

Introduction:This presentation is designed to summarize the SAP Crystal Solutions 2011 launch campaign as it pertains to our Partners. It highlights communication assets, associated resources, and the various campaign deployment options available to SAP partners.

Outline of Content:

Slides 3 Campaign Overview and Background

Slides 4 Campaign Objectives & Messaging

Slides 7 Campaign Flow & Communication Assets

Slides 10 Go To Market Strategic Assets

Slides 18 Partner Enablement

Slide 25 Extending the Campaign Reach

See ‘Notes’ section of the slides for additional information

© 2011 SAP AG. All rights reserved. 3

Campaign Overview & Background

In the third quarter of 2011, the next release of the business intelligence platform supporting SAP Edge BI and SAP Crystal Solutions software will be generally available. For SAP Crystal solutions this will bring a new common semantic layer, exciting data exploration, ease of use and auditing functionality to the SAP Crystal Reports Server, with many of these benefits trickling down into the client reporting and dashboard tools.

To build awareness and excitement for this latest release SAP has compiled global, localized campaign communication assets and supporting resources for execution by SAP partners. This slide deck outlines the partner led communication elements, providing instruction and guidance for deployment and messaging flow.

Campaign Communication Assets: Supporting Resources:SAP Crystal Solutions – Entry-level BI video2 (2 minutes)

• PLDG eDM2 (Prospect version only) Solutions Configurator2– to align BI pains with solutions

PLDG Banners2 Self-service – an essential capability of BI1 2

• PLDG Landing Pages2 The Travel Challenge Dashboard – a fun dashboard example

SAP Crystal Solutions ‘What’s New’ 2 and FAQ2

Developer paper on managed BI and Developer Brochure

Developer pre-recorded webinars

1 A commissioned study conducted by Forrester consulting on behalf of SAP - April 20112 Creative assets will be versioned by audience (IT, Developer and LOB) and will be translated into multiple languages for international usage

Campaign Objectives And Messaging

© 2011 SAP AG. All rights reserved. 5

Campaign Objectives & MessagingObjectives:

1. Excite and educate BI prospects around the latest SAP Crystal Solutions portfolio

2. Position portfolio as entry-level BI: affordable, self-serve, easy-to-use, quick time to value, grows as you grow, open and flexible)

3. Build awareness of the new SAP Crystal Server functionality: Common semantic layer and data exploration for self-serve BI

4. Leverage SAP Run Better corporate theme and new SAP Brand elements*

5. Create something that works for all: regions, target audiences

6. Give prospects engagement options to support education, consideration and purchasing

* SAP led campaign communication only. Partner led campaign assets will not include this theme

© 2011 SAP AG. All rights reserved. 6

Campaign Objectives & MessagingMessaging Pillars

Entry-level BI

• Is affordable

• Provides quick time to value

• Delivers information that is easy-t o-use and consume

• Offers flexible, open licensing and deployment options

• Grows as your BI needs grow

SAP Crystal solutions Brand

• Open

• Empowering

• Approachable

• Positive

• “Can do”

• Friendly, fun and inspiring

Campaign Flow & Communication Assets

© 2011 SAP AG. All rights reserved. 8

Application Developers sees better productivity

Campaign Flow

Banner Ads

Under pressure tomake informed decisions?

Turn to SAP Crystal Solutionsand run better.

IT professional

Business professionals see better decisions

Cross Audience Landing Page

IT Professional sub-landing page

Get the latest SAP Crystal solutions

Solution Configurator

Travel Challenge Dashboard

Forrester Paper

Business professional

Developer

Sub-Landing PagesCampaign Outreach

SAP Crystal Solutions Video

Business Professional

Developer

Theme: Under Pressure To Drive Results? Turn To SAP Crystal Solutions And Run Better

Prospect eDM

© 2011 SAP AG. All rights reserved. 9

PLDG Communication Assets

Cross Audience Landing Page 2ndary Landing PagesDemand Gen

Link

Link

Link

Go To Market Strategic Assets

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Go-To-Market Supporting ResourcesVideo

Link

The SAP Crystal solutions 2011 video is the primary introductory element for the campaign.

The video is included as the CTA for the banners and the eDM that drive to the landing pages.

It gives prospects a quick overview of the value of BI, reminding them of today’s fast paste business world and the pressure we’re all under to deliver fast, informed decisions.

It highlights the common semantic layer, our new data exploration functionality and the importance of self-serve BI – leading into the other assets that act as proof points.

© 2011 SAP AG. All rights reserved. 12

Go-To-Market Supporting Resources Forrester Study

This study: ‘Self-Service – An Essential Capability Of BI’ was commissioned by SAP and conducted by Forrester.

It resides on the IT and business professional campaign sub-landing pages and emphasizes the impact self-serve BI can have on an organization in terms of empowering the business and reducing reliance on IT.

Self-service BI is a key message and differentiator for SAP Crystal solutions 2011.

© 2011 SAP AG. All rights reserved. 13

Go-To-Market Supporting Resources Solution Configurator - Overview

The Solution Configurator, available on the Crystal Reseller Information Center, is an online tool that enables prospects to scope their business intelligence needs by answering related pain point questions. The Configurator takes the answers given and recommends the solutions which address the issues. The configurator also hosts 3 assets: 1) Forrester Whitepaper 2) What’s New Brochure 3) SAP Crystal solution BI Video, as next steps. Access an overview video for the Solution Configurator

Configurator deployment options

Generic: Deploy via Webfeed

Partner Branded: Deploy via Crystal Solutions 2011 Campaign-in-a-box platform

Translations and Assets

Configurator Forrester Whitepaper What's New Brochure Entry Level BI VideoEMEA

EN*, DE, FR, ES, IT, DU, SVDE, FR, ES, IT, SV (Use EN for DU, SV) DE, FR, ES, IT, DU, SV DE, FR, ES, IT, DU, SV

APJEN* , CH, TW, Ko, CH,TW, Ko CH, TW, Ko CH, TW, Ko

LAPT, CO PT, (Use ES for CO) PT, (Use ES for CO) PT, (Use ES for CO)

* With localized phone numbers, disclaimer and privacy terms

Deployment Options

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Go-To-Market Supporting Resources Solution Configurator – Questions & Recommendations

Case #1 example - The Configurator hosted within SAP Crystal solutions launch campaign

© 2011 SAP AG. All rights reserved. 15

Go-To-Market Supporting Resources Solution Configurator – Personal Report & Next Steps

Case #1 example - The Configurator hosted within SAP Crystal solutions launch campaign

© 2011 SAP AG. All rights reserved. 16

Go-To-Market Supporting Resources Travel Challenge Dashboard

Engage prospects with a fun travel dashboard for fast, fact-based decision making.

Built using SAP Crystal Dashboard Design, the Ultimate Travel Challenge Dashboard challenges participants to plan a group trip in 3.5 minutes and spend their budget without going broke.

The Travel Challenge Dashboard is hosted on the IT and business sub-landing pages.

Participants compete for the top spot on the leader board and gain insight into the value of business intelligence for better, informed decisions.

Try It Now

© 2011 SAP AG. All rights reserved. 17

Go-To-Market Supporting Resources Travel Challenge Dashboard

Receive your travel plan

challenge and kick things off by

picking your travel destination

Maps and charts guide

informed decision making

Work your way through 5 stages

of extravagant travel options

#1 #2

#3

Partner Enablement

© 2011 SAP AG. All rights reserved. 19

Partner EnablementAssets Outlined In This Section

Strategic Partner Enablement Assets Reseller Campaign In-A-Box Partner Event In-A-Box SAP Crystal Solutions 2011 Reseller Launch Playbook

Other Assets: SAP Crystal Solutions 2011 Launch Webinar: A Guide for Partners Sales Guide Competitive Battle Card

© 2011 SAP AG. All rights reserved. 20

Partner Enablement Reseller Campaign-In-A-Box - Description

Positioning: PLDG Campaign-in-a-box is a self-service tool for the non-contractual 5,000+ Crystal Resellers. (Virtual Agency is for managed (elite) Crystal Distributors/Reseller and VARS)

Value Proposition: Partners can easily generate partner branded campaign landing pages, free trial registration forms, eDMs, banners and nurturing emails. All leads generated belong to the partners. SAP has no access to these leads.

Training: There are two campaign-in-a-box pre-recorded trainings available for partners and reseller account managers to help you get up and running: Overview Training | Setup Guide and training

Promotion: Program description on CRIC. eDM to the partners through regional managers.

Deliverables: (4) eDM (Partner Branded) (4) Banner (Partner Branded) (4) Landing Pages (Partner Branded) (1) Registration Page (Partner Branded) (2) Curriculum eDMs (Partner Branded) SAP to Partner program recruiting eDM Online reporting/Lead download Program page on CRIC Training sessions and manual

Objective: To offer an efficient and cost effective platform to enable non-contractual partners to self-execute the SAP Crystal solutions 2011 campaign

Launch Dates and Languages:

NA: July 2011 (English)

EMEA: July 2011 (FR, GR, DU, ES, IT)

APJ: July 2011 (CN, Ko, TW)

LA: August 2011 (Co)

© 2011 SAP AG. All rights reserved. 21

Partner Enablement Reseller Campaign In-A-Box - Overview

Target: IT, LOB and Developer Objective: Drive demand & awareness for SAP Crystal solutions 2011 Primary Message: Turn to SAP Crystal Solutions and Run Better Primary Product Focus: Crystal Server 2011 Launch Date: July Scope: Global

Deliverables: Traditional: Landing Page,

Interactive Dashboard, Solutions Configurator, Banner, eDM, Video, Whitepaper, Customer Reference, Webinars

Social Media: Travel Challenge, Blogger Outreach

Partner Led: Partner branded landing page, eDM and banners packaged in Campaign-in-a-box

Partner Led

Integrated Campaign

Campaign in a boxeD

M

Banner

Social M

edia

Reseller

IT/LOB/DEV

CR

IC

Region

Leads

© 2011 SAP AG. All rights reserved. 22

Partner Enablement Reseller Campaign In-A-Box - Components

eDM & BannerCross Audience

Cross Audience

Cross

Audience

LP

IT LP

Name

Capture

LOB LP

Dev LP

Media Landing Pages Registration Curriculum

IT

LOB

Developer

Cross

Audience

DownloadCR

eDM & BannerIT

eDM & BannerLOB

eDM & BannerDeveloper

Configurator

Cross

Audience

DownloadIA

Cross

Audience

DownloadDD

Cross

Audience

DownloadCRS

Audience

Follow-up eDMs

© 2011 SAP AG. All rights reserved. 23

Partner EnablementEvent In A Box

Outline:

The SAP Crystal Solutions Event In-A-Box represents a set of end-user/prospect facing presentation content designed specifically for SAP Crystal solution partners. The presentation assets introduce top-level value propositions aligned to common business intelligence pains and highlight specific functionality in the 2011 release as proof points and differentiators. The content will be available in two stages: Phase 1, for partners to customize, manage and deliver, and phase 2, where the presentation will be managed and delivered by SAP.

Content Options:

July 8th – Phase 1 – (partner managed) Learn more get zip file Comprehensive slide deck (short and long versions) Scripts in notes section of slide decks Invite and thank you/confirmation e-mail letters (HTML)

Late Q3 – Phase 2 (SAP managed) eDM content for partners to customize and execute SAP hosted presentation for partners to invite customers and prospect to

© 2011 SAP AG. All rights reserved. 24

Extending The Campaign Reach

SAP Crystal Solutions 2011 Reseller Launch Playbook• Links to Demand Generation Campaign Assets

• Partner lead communication assets - Generic

• Campaign in a Box – Customizable communication assets

• Hot links and brief descriptions of:• Sales Tools

• Solution and Product Briefs

• Messaging Docs

SAP Crystal Solutions 2011 Launch Webinar A Guide for Partners to all aspects of the launch

Extending the Campaign Reach

© 2011 SAP AG. All rights reserved. 26

Extending The Campaign ReachWebsites Updated for Marketing Launch

crystalreports.com

Crystal Reseller Information Center (CRIC)

Desktop product information tied to sap.com changes (wk. of 5/2)

Launch of Crystal Solutions 2011 – July 2011 New home page and all new look throughout (align with sap.com

Experience)

Entry Level BI Messaging

Reseller pages updated with new tools and push to CRIC

New home page, banners, links and navigation

Highlights new messaging (Entry Level BI), new solutions,

Authorized Reseller Program

sap.com

Desktop products updated week of 5/2

Launch of Crystal Solutions 2011 – July 2011 New messaging on Solutions home page

Banners announcing release on key pages

Crystal Server added for launch