SAP expands CIAM capabilities with Gigya acquisition


Patrick Salyer, Gigya

With today’s hyper focus on enterprise cyber security, cloud-based services and personalised customer experiences, SAP is stepping up its customer identity and access management (CIAM) capabilities with its plans to acquire market leader Gigya, which currently manages 1.3 billion customer identities to enable its enterprise clients to build identity-driven digital relationships with their customers.

Gigya, a SAP Hybris partner since 2013, already has customers using a solution extension from SAP Hybris and Gigya. The acquisition, expected to be finalised later this quarter, will build on existing relationships to extend CIAM much further throughout the SAP Hybris ecosystem.

With Gigya’s platform, SAP will offer a cloud-based data platform that enables enterprises to build and manage consent-based, intelligence-rich customer profiles, maximising personalisation for marketing, sales, and service. At the same time, the platform will enable customers to opt-in and provide consent to maintain control of their data at all times.

Gigya’s registration-as-a-service model also provides localisation features, increasingly important in the face of changing data privacy compliance issues including where data is housed and how it is protected. The timing is important as the implementation date for the EU’s General Data Protection Regulation (GDPR) looms ever closer, slated for 25 May 2018.

“Gigya brings a wealth of skills and expertise that will significantly enhance the SAP Hybris Profile solution and allow us to take leadership of the emerging customer identity and access management market,” said Carsten Thoma, president and co-founder, SAP Hybris. “Consumer trust is the main currency to succeed for customer-driven organisations. This is what Gigya is known and recognised for.”

Patrick Salyer, CEO, Gigya said, “Combining the data matching and enrichment capabilities of SAP Hybris Profile with Gigya’s consent-based identity data and access management platform will allow us to identify consumers across channels and offer a robust single consumer profile.”

“This is a vital step for digitalising businesses because companies need to be able to draw accurate conclusions seamlessly across all channels, including web, mobile, in-store or connected devices, and the Internet of Things, as well as collect data about consumer preferences,” said Salyer.

Gigya, headquartered in Mountain View, California, comes with strong endorsements from major analyst firms including Forrester and Gartner. Terms of the transaction were not disclosed.

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