- SAP® Hybris® Identity, SAP Hybris Consent and SAP Hybris Profile support privacy, compliance and personalization
- Companies can comply with GDPR and offer customers transparency and control
HONG KONG, April 25, 2018 /PRNewswire/ -- SAP SE (NYSE: SAP) today announced three new solutions to support organizations in Hong Kong and across Greater China that have a need to collect customer data while delivering a personalized experience, and at the same time comply with the new EU General Data Protection Regulation (GDPR).
The three new solutions, SAP® Hybris® Identity, SAP Hybris Consent and SAP Hybris Profile, all form part of SAP's integration of its recent acquisition Gigya. Deployed separately or as a package, SAP Hybris supports its customers with solutions for delivering transparency and control over their data, while also helping them overcome the compliance challenge with robust registration, consent preferences and profile management.
The launch of these solutions is timely given that GDPR will take effect May 25. Although it's an EU regulation, GDPR will have global impact because it will affect all companies that gather personal information in the EU, such as those operating in financial services, ecommerce, education, healthcare, marketing, or cross-border transactions. It gives extensive new rights to EU residents and visitors, and applies to organizations anywhere in the world.
"In Asia, we now have some of the world's largest data companies, and there's an appreciation of both the value of data and responsibility that comes with looking after it. GDPR is just around the corner and will pose risks for those who are unprepared, so the timing of these solutions couldn't be better," SAP Hybris President Alex Atzberger said. "At a time when SAP is doubling down on its strategy to provide the leading front-office suite, the combination of SAP Hybris and Gigya solutions is a tremendous benefit for customers. Importantly, it turns a compliance need into a strategic business advantage and creates more trusted customer relationships."
Each of the new SAP Hybris solutions offers fast, secure scalability to enable companies to manage billions of identities and thousands of digital properties across hundreds of brands, helping those companies meet the requirements of evolving privacy and data protection regulations. This helps protect both companies and their online customers at a time when brands are struggling to initiate and build trusted customer relationships.
Lack of transparency and control of personal information by brands has eroded trust in digital customer experiences. In fact, a recent survey shows that data being used without their knowledge is the chief reason consumers leave brands.
Three New SAP® Hybris® Solutions from Gigya
The three solutions aim to help organizations adopt a digital approach to drive more effective marketing, sales and service through data, while keeping the customer in control of how much data is shared:
SAP® Hybris® Identity establishes secure customer registration and login across websites, mobile applications and Internet of Things devices using flexible user authentication options, federation standards and single sign-on functionality. It captures and stores customer identity data for trusted and personalized digital experiences. Optimized registration flows increase conversion, while the platform helps protect consumers against identity fraud and data theft.
SAP Hybris Consent presents and captures customer consent for terms of service and privacy agreements, including cookie consent and marketing communications. For auditing purposes, consent agreements and consent history are tracked across the customer lifecycle. This information can be synchronized with marketing, sales and service applications. Customers are in control of their personal information with features for consent revocation, data export and account deletion. Consent records are stored in a secure data vault.
SAP Hybris Profile transforms customer identity information, profile attributes and other system data into a single customer view, which can be orchestrated in real time or in batch to virtually any application, service or data warehouse. Organizations can govern all the information in these single customer views throughout the customer's lifecycle. With the platform -- and providing consumer consent and transparency has been granted -- SAP customers can analyze data within these single customer views to plan, predict and optimize digital experiences to support sales and services.
"If data is the new oil, then trust is the ultimate currency that drives this new data economy," Gigya CEO Patrick Salyer said. "In Asia, we see a greater willingness to put trust in data-gathering tools for the convenience of it. But if that trust is undermined, it's very hard to win back -- and that can have profound business ramifications. To create trust, consumers demand transparency and control over how their customer data is managed. GDPR goes further by legally requiring it. With these new SAP Hybris offerings from Gigya, we can provide one of the only solutions on the market that create trusted customer relationships -- just four months after SAP announced its intent to acquire Gigya."
Further details about Gigya solutions are available here. For more information on SAP Hybris solutions, visit the SAP Hybris News Center or follow SAP Hybris solutions at @saphybris. For more information on SAP, visit the SAP News Center or follow SAP on Twitter at @sapnews.
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