How to Monetize Your Data and Address 400,000 SAP Customers on the Data Marketplace for Data Warehouse Cloud

Data is the new currency of the digital economy, and data providers are at the heart of it.

Data marketplace for SAP Data Warehouse Cloud gives data providers a way to monetize their data and distribute their offerings to all kinds of companies – large enterprises, small businesses, startups – who need smart data to power their digital transformation journey.

This blog post

• provides anoverview of the data marketplacefor SAP Data Warehouse Cloud (for an in-depth overview of the data marketplace for SAP Data Warehouse Cloud – checkOliver Huth’s blog)
• describes thebenefitsandways for data providers to publish their datato the data marketplace
• explains therole of startupsto create listings in the data marketplacethrough SAP.iO.

我们强度rviewedOliver Huth, Program Lead of data marketplace for SAP Data Warehouse Cloud, about how companies can harness theenormous potential of the datathat their business generates andmonetize their data productson the data marketplace for SAP Data Warehouse Cloud, reaching more than 400 000 SAP customers.

In the next part of the blog, I will share with you astep-by-step guide on how a data provider can self-publish their data producton the data marketplace for SAP Data Warehouse Cloud.

In the next part of the blog, I will provide step-by-step guide on how a data provider can self-publish their data product on the data marketplace for SAP Data Warehouse Cloud.

Table of contents

1. What is SAP Data Warehouse Cloud and what is its strategic role in the SAP solution portfolio?
2. Difference between SAP Data Warehouse Cloud (DWC) and SAP Business Warehouse (BW)
3. How extensive is the customer base of SAP Business Warehouse and SAP Data Warehouse Cloud? What types of data and analytics do customers typically use with SAP Business Warehouse / SAP Data Warehouse Cloud / SAP Analytics Cloud?
4. What is the data marketplace for SAP Data Warehouse Cloud?
5. 外部数据的优势是什么,pain does the data marketplace for SAP Data Warehouse Cloud solve for SAP customers?
6. Benefits for data providers to create and share their data products on the data marketplace
7. Do data providers need to have SAP Data Warehouse Cloud tenant to put their data products in the data marketplace?
8. What does the architecture and main components of the data marketplace for SAP Data Warehouse Cloud look like?
9. Role of Start-Ups on the data marketplace and onboarding via SAP.iO
10. Commercial journey for startups to be listed on the data marketplace
11. Is it possible for data providers to act simultaneously as data consumers?
12. Can a data provider adapt one data product for different users?
13. Relation of the data marketplace for SAP Data Warehouse Cloud to SAP Analytics Cloud

1. What is SAP Data Warehouse Cloud and what is its strategic role in the SAP solution portfolio?

SAP Data Warehouse Cloud is a comprehensive, end-to-end data platform that provides high availability and flexibility to meet the demands of data warehousing and analytics. It enables enterprises to acceleratetime-to-value, optimizeIT investmentsandsimplify cloud adoption. With SAP Data Warehouse Cloud, SAP customers can:

1. Build an agile analytics environment with the best in class BI tools on any device.
2. Access data on-premise or in the cloud.
3. Consolidate databases and integrate new sources as needed.
4. Automatically sync data between multiple copies for high availability.
5. Take advantage of built-in insights using machine learning technologies.

Oliver Huth: “SAP Data Warehouse Cloud is part of the SAP BTP (Business Technology Platform), the strategic layout for customers to manage and consolidate their data from all the sources they have in order to have a central access layer for analytics, machine learning, and planning.

SAP has seen therelevancein developing SAP Data Warehouse Cloud due to the different reasons:

• First, it’s ademand from an existingon-premise data warehousingcustomer base. We have more than 5000 SAP Analytics Cloud customers and they have more and more data demands for the analytics use cases, that can be performed from the speed and volume point of view exceptionally in the cloud.
• Second, it’s ageneral shift to the cloudto leverage benefits likeelasticity, scalability, sustainability,and noticeablecost reduction.
  Nowadays, all the companies are made up of people who want to work with data, so we didn’t just take our existing business warehouse and put it into the cloud, but havedeveloped a new solutionthat should enableanyonein an organizationto interact with data– some do the entire data value chain and some just get the data and use it.”

2. Difference between SAP Data Warehouse Cloud (DWC) and SAP Business Warehouse (BW)

SAP Data Warehouse Cloud. Architecture. Source: SAP SE

SAP Business Warehouseis a powerful data warehouse and data mining solution for SAP customers, allowing companies to manage all their data in one place. It provides analytics and reporting features for business intelligence purposes and also contains a variety of enterprise management capabilities.

However, if you are looking for acloud-basedsolution thenSAP Data Warehouse Cloudis the answer. It is a cloud-based data warehouse that offers a wide range of features including –scalability, high availability, flexibilityto scale up or down, plus support for more diverse workloads with increased efficiency and performance.

Here are some general points to understand whatSAP Business Warehouse (BW) vs. SAP Data Warehouse Cloud (DWC)means:

• Both solutions can work together to handle all aspects of customers’ analytics needs.
• SAP Data Warehouse Cloud is optimized for both OLAP (online analytical processing) and OLTP (online transaction processing) workloads while BW only handles OLAP workloads.

Oliver Huth: “It’s essential to understand that SAP develops the on-premise SAP Business Warehouse and SAP Data Warehouse Cloud from one team. This means that these are not two alternative solutions, butfully integrated productsin theSAP data warehousing portfoliothat allow customers to take advantage of both and get the most out of them.

While many customers still have most of their data stored on-premise, the cloud is where you canleverage new technologies——弹性,机器学习,数据共享capabilities, things that you couldn’t realize in an on-premise scenario that we had 30 years back when we started with SAP Business Warehouse.

The most important thing for our customers is that there’s alink between SAP Business Warehouse and SAP Data Warehouse Cloud, so while the one is on-premise, the other is in the public cloud, we know that our more than 30,000 Business Warehouse customers have a desire to go to the cloud and that’s why we have a bridge, which links these two products.

There are two integration options:

• First, customers can have a more loosely coupled integration with the so-calledmoderate transfer.It takes existing investments and especially semantic investments that SAP clients have done over the year in the Business Warehouse and connects to the Data Warehouse Cloud to transfer all the existing data from SAP Business Warehouse and then extend it inside SAP Data Warehouse Cl That is what we introduced at the end of last year.
• We also have adedicated migration path for BW customerswith the so-calledSAP BW Bridge. In simple terms, you can take your SAP Business Warehouse and put it inside SAP Data Warehouse Cloud, and operate your existing BW further. You can also shut off your on-premise installation but keep your artifacts and run them inside SAP Data Warehouse Cloud and use your Business Warehouse as a native source in the SAP Data Warehouse Cloud.

So, SAP Business Warehouse and SAP Data Warehouse Cloud are two different products, but both of them have a roadmap in the cloud, and are oftenused together in a bundle, complementing each other.”

3. How extensive is the customer base of SAP Business Warehouse and SAP Data Warehouse Cloud? What types of data and analytics do customers typically use with SAP Business Warehouse / SAP Data Warehouse Cloud / SAP Analytics Cloud?

Oliver Huth: “As I pointed out in the previous answers, SAP Data Warehouse Cloud has a clear direction toaddress a larger share of usersin an organization – It’s not just for programmers and IT staff, but for any business user, analyst, and business owner. All of these target groups see the enormous potential of having customer, product, and finance data in one place.

That is why the customer base of the SAP Data Warehouse Cloud is growing and it’s basically comprised of two groups of users:

• On the one hand, it is theexisting SAP Business Warehouse customerswho have the intention to move in the cloud and no longer consider their investment strategy on-premise. For them, we develop strategic and technical ways to switch to the SAP Data Warehouse Cloud with SAP BW Bridge or in a hybrid way. There are also more than 400,000 SAP customers who use other SAP products (not just SAP Business Warehouse) and need an integrated solution for data warehousing, analytics, business intelligence.
• On the other hand, there is agreat interest in SAP Data Warehouse Cloud从客户没有使用SAP业务战争ehouse before. These users need to first get their skin in the game and connect their data and business processes in one place. New SAP Data Warehouse Cloud customers clearly see the business challenge they want to solve and choose SAP Data Warehouse Cloud as a comprehensive solution. “

4. What is the data marketplace for SAP Data Warehouse Cloud?

Data Sharing and Shopping in SAP’S Data and Analytics Portfolio. Source: SAP SE

The Data Marketplace enables tobuy, sell & use data in SAP Data Warehouse Cloud. It goes in line with the SAP Business Technology Platform, bringing benefits for all three target groups: customers, partners, SAP.

With the Data Marketplace for SAP Data Warehouse Cloud, customers canaccess data in clicks, not projectsto focus on value-adding data tasks:

1. In-App Data Discovery Experiencefor a transparent evaluation of more than 100 Data Providers & 3000+ data products.
2. Complimentary Deployment Channelas you can bring your existing data provider license with no brokerage for SAP.
3. Managed Data Integration & Update Managementfor sustainable adoption of external data sources.
4. Unparalleled Data ManagementFunctionality for Data Enrichment & Harmonization with SAP Data for Business & IT Users
5. Seamless Consumptionwith SAP Analytics Cloud, SAP Data Intelligence & SAP HANA Cloud, or the 3rd Party Frontend Tool of Customer Choice.

5. What are the advantages of external data and what pain does the data marketplace for SAP Data Warehouse Cloud solve for SAP customers?

Unlock the power of external data in clicks, not projects. Source: SAP SE

Oliver Huth: “Nowadays, it is simply impossible to make predictions and analyze based only on internal company data. Gradually, customers began to realizehow important it was to integrate external data, but it took a huge amount oftimeand cost a tremendous amount ofmoney– to find a third-party data provider in one place, upload data to on-premise data storage or to the cloud, while analyzing and visualizing it all in Excel – the result was a horrible and expensive project that did not bring any results. A data integration projectcould last3-4 weeksand cost customers$5 000-20 000 just for consultants to set up all the systems and combine the sources. To this, you also need to add the cost ofdata storage, the purchase of external data from third-party providers, and many other related costs.

Just imagine that in today’s pandemic situation, you want to make a revenue or volume forecast. These are all dependent on a huge number of external factors. You can no longer rely on historical data from the past and think that your projections will be relevant. All analytics needs up-to-date data, gathered from different sources, various data providers and reflecting the real situation in the world. This applies to any sphere, not just these exceptional situations. If a company wants to enter a new market or create a new product, you need to have a complete picture and have a view from all sides, what and where is going on, what trends and what competitors’ indicators are, etc.

在企业外部数据值的必要性Context. Source: SAP SE

These arecompletely new customer requirementschanging the way we are doing business. We need external data that is not in our system. This data is all over the world and fortunately, we now have access to it. We can aggregate data from thousands of data providers from any given industry, collect it in one place and perform the most holistic and up-to-date analytics.

Data marketplace for SAP Data Warehouse Cloud is acentral infrastructure where data providers can easily onboard and list their data assets for SAP customers. With this, customers who use SAP Data Warehouse Cloud, can access the data marketplace and choose which data product they need (in terms of their use case, industry, region, and any other criteria) and augment their internal assets with third-party data in a few clicks.”

6. Benefits for data providers to create and share their data products on the data marketplace

Oliver Huth: “We have three main types of data providers:

• Commercial data providers.They look for attractive distribution and deployment channels to monetize their data and get exposure to the big customer base.
• Open data providers, whose main motivation is to support data sharing and spread open-source data resources.
• Businesses, who do not even realize their data provider’s potential, but have lots of generated data inside their business and product.

Thebenefitsthat all data providers get on the data marketplace for SAP Data Warehouse Cloud are:

• Directexposureof data products to more than 400 000 SAP customers and thus visibility within a very clearly defined target group of potential data buyer
• Customers of the data provider, who receive the data through the data marketplace, can use itdirectly within their data warehousing environmentand will not require any additional connectivity or transfer.
• No brokerage feeis associated with the data marketplace and the SAP Data Warehouse Cloud access which the data provider needs is provided for a fixed, monthly fee.
• Fast and simple onboarding. Every SAP Data Warehouse Cloud customer can become a data provider with a simple self-service registration process. Particular partner status is not required.
• Enterprise-grade data product setups– from public products that everybody can buy to individualized products with limited visibility to the relevant audience.
• Data product-specific license managementthat allows linking customer-specific scope (records, values, and attributes) to a license.

7. Do data providers need to have SAP Data Warehouse Cloud tenant to put their data product in the data marketplace?

The whole dataexchangebetween data providers and data consumers is abilateral agreementbetween these 2 parties and adecentralized exchange.SAP does not store the datacentrally but provides a fast and easy channel for search, communication, and all type of solutions for further actions with the data.

Oliver Huth: “All the data providers need to haveaccess to the Data Sharing Cockpitwithin SAP Data Warehouse Cloud to list and provide data to any SAP Data Warehouse Cloud customer. This can be done with any regular SAP Data Warehouse Cloud system. However, data providers who solely want to use SAP Data Warehouse Cloud to participate in the data marketplace can leverage the Test License (8011317), starting at 830€ per month for 128GB.”

8. What does the architecture and main components of the data marketplace for SAP Data Warehouse Cloud look like?

Data Marketplace Architecture. Source: SAP SE

Oliver Huth: “Data marketplace for SAP Data Warehouse Cloud is built on the principle of adecentralized infrastructure, which is essential for all European companies. Simply put, we do not store the data centrally, but every participant of the data marketplace – both data providers and data consumers, has an instance of SAP Data Warehouse Cloud.

SAP does not see or save any datafrom data providers. When a data consumer finds a suitable data product in the data marketplace via the Landing Page within the SAP Data Warehouse Cloud, a commercial agreement is concluded between the data provider and data consumer. Only at this point, the infrastructure of the data marketplace comes into play to ensure aprivate, secure, and scalable exchangebetween the data provider and data consumer.

Data Marketplace Data Provider Process. Source: SAP SE

When a Data Provider decides that they want to publish their data to the data marketplace for SAP Data Warehouse Cloud, there is a specificset of steps that the Data Provider must take(All the actions for each step are described in detail in aseparate blog post by Oliver Huth):

1. Connect & Prepare Data for Listing
2. Create Data Provider Profile
3. Create Data Product Listing
4. Create Data Release
5. Create License

When creating data product listing, data providers have4 main options for the data product delivery(see the slide), where the data load is integrated by the data marketplace, directly pushed into OpenSQL schema of dedicated data consumer space, or is manually integrated by data providers.

9. Role of Start-Ups on the data marketplace and onboarding via SAP.iO

Source:SAP.iO

Startups have a very large potential to represent their dataon the data marketplace for SAP Data Warehouse Cloud. Since almost every startup is in some way focused on the data that the product generates, many startups do not realizehow much they can benefitnot only from selling their product but also from the data that SAP customers now demand very much.

Oliver Huth: “WithSAP.iO, startups get:

• Very high credibility. Partnering with SAP and being able to be represented in front of more than 400,000 SAP customers is an indicator of the quality and level of the startup, its product, and the data they provide.
• 更容易获得市场的数据. If a startup partners with SAP.iO, SAP.iO takes care of the preparation and onboarding of each startup. It is very difficult for a startup to start a partnership with SAP without help – it is quite a serious selection process and a long process that the startup has to meet in order to partner with SAP.
• Personalized support. The SAP.iO team considers each startup’s use case individually, consults and advises on how best to present themselves.
• Access to the SAP.iO ecosystem and SAP as a whole.如果创业公司开始与SAP数据市场, they are more likely to have access to other startup programs as well – SAP.iO Foundries, Grow by SAP, etc. This generally opens up a huge number of doors to the SAP world and access to the SAP customer base.”

10. Commercial journey for startups to be listed on the data marketplace

Source:SAP.iO

For startups, themost beneficial optionis to initiallyconclude a partnership agreement with SAP.iO, because, after onboarding, startups getfree accessto the SAP.iO’s SAP Data Warehouse Cloud and SAP Analytics Cloud tenants, and can place their data product under the SAP.iO management. SAP takesno brokerage feefrom any data provider, but it is still much more profitable for startups – they get free access to SAP Data Warehouse Cloud and SAP Analytics Cloud.

Oliver Huth: “Toget into the data marketplacefor SAP Data Warehouse Cloud, each data provider has somany options. The most important thingfor a startup is to define its goal of cooperationwith SAP, create a clear positioning of itself and choose a path based on that. The only thing that is common for all data providers is the need to gain access to the tenant SAP Data Warehouse Cloud, and then everyone has a different story.”

11. Is it possible for data providers to act simultaneously as data consumers?

Oliver Huth: “Yes, within the SAP for Data Warehouse Cloud, you canact as both a data provider and a data consumer. To date, the only limitation is that you will need two tenants of SAP Data Warehouse Cloud – in one tenant you can create and publish your data product in the data marketplace, and from the other tenant you can upload any data products as data consumer and work with them. In the future, if new functionality is added, you will be able to perform both roles from one tenant.”

Data Provider and Data Consumer Connection on the Data Marketplace

12. Can a data provider adapt one data product for different users?

When creating a listing of data products, each data provider focuses primarily on the needs of the customer and can personalize the same data product for different requests of data consumers. This provides the following listing possibilities:

• Single or multiple artifact listing.A simple listing of the entire content.
• Listings with data filter.Applying a filter to select the necessary data for the client. For example, the data for a specified country, time, etc.
• Listings with column selection.Data with a different set of attributes.

Oliver Huth: “The data marketplace provides opportunities for data providers tocustomize datasets to meet customer needs. If a startup, for example, provides data on weather conditions throughout Germany, but the customer is only interested in the Berlin region, the data provider can set up a data filter, providing only the desired data.”

13. Relation of the data marketplace for SAP Data Warehouse Cloud to SAP Analytics Cloud

Oliver Huth: “SAP customers are not looking for data per se, butinformation and insights. That’s why analytics is the key to everything.

When a data provider creates a data product, the dashboard or any other object from SAP Analytics Cloud is not directly included in the listing, but all data providers provide a screenshot in their data listing and we highly recommend that this screenshot includes exactly the dashboard with data in SAP Analytics Cloud. This greatly increases customer interest, as they can immediately understand where and how to apply the data.

We also advise data providers tocreate data models and dashboardsseparately in a tenant of SAP Analytics Cloud and publish them to the Content Network within SAP Analytics Cloud after publication on the data marketplace. This is an additional way to get value out of the data.”

List with links to useful resources

• SAP BTP Startup Program
• Form for startups to join SAP.iO
• The mission for startups at the Discovery Center