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 Emarsys even though both companies operated in a similar space.
Qualtrics never sat easily in the SAP portfolio and the company sold it in 2023. It’s taken until now for SAP to make up its mind about its “engagement” strategy and make Emarsys a full partner in the portfolio.
“This approach helps organizations maintain consistency, compliance, and brand standards globally, which is increasingly important in an age of AI decision-making and automation, while also staying responsive to local needs,” said Joanna Milliken, Head of SAP Engagement Cloud, in a news release.
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