SAPPHIRENOW + SAP TechEd Madrid 2011 Onsite Guide

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On-Site Guide

SAPPHIRE® NOW + SAP® TechEd MadridOn-Site Guide

MadridNovember 8–10, 2011

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CONteNtS

4 Welcome

6 Keynote Speakers

8 Agenda at a Glance

10 Essentials

13 SAPPHIRE NOW

15 Additional SAP Resources

18 SAP TechEd

23 Satellite Booths

25 Evening Events

30 Stay Connected

32 Thank You

33 Exhibitors

36 Exhibitor Index

38 Conference Logistics

3SAPPHIRe NOW + SAP teched Madrid

WeLCOMe

We would like to personally welcome you to SAPPHIRE® NOW + SAP® TechEd Madrid. For the first time in SAP’s history, we are bringing the best con fer ences, SAPPHIRE NOW and SAP TechEd, together under one roof, giving you access to the entire SAP ecosystem and providing the full picture of how SAP can help your organization become a best-run business.

We have defined three new dimensions of innovation: • Mobile computing, delivering business software to mobile devices in exciting and secure ways. Now you can provide entirely new user experiences while dramatically simplifying the overall end-user experience, significantly increase productivity by mobilizing your workforce, and find innovative ways to reach your customers.

• In-memory computing, revolutionizing how companies run their business – now in real time. With the SAP HANA™ platform, you can renew your business with information shaped for the future while simplifying your overall IT landscape today.

• Cloud computing, simplifying how companies can take advantage of advanced business software without any installation of software on premise.

SAPPHIRe NOW gives you a unique opportunity to see our latest innovations at work. More important, the conference offers you an excellent opportunity to talk with customers, partners, and SAP experts about how you can accelerate the value creation of SAP solutions in your company.

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SAP teched delivers more than 500 hours of technical training sessions focused on the SAP technology portfolio, including SAP HANA, the SAP NetWeaver® technology platform, SAP BusinessObjects™ solutions, and the entire portfolio of mobility applications from SAP and Sybase, an SAP company. Don’t miss the chance to become an expert on SAP’s latest innovations and to expand your skills even further in these areas.

Our goal is that you leave Madrid with new inspiration on how technology can help you increase productivity, innovate your busi-ness, and differentiate your company. In addition, you’ll have a clear, individual road map for your success with SAP products and services. With the increased speed of innovation at SAP, there’s no time to lose if you want to stay ahead of the competition.

Thank you for joining us in Madrid. We hope you enjoy seeing our latest innovations at SAPPHIRE NOW + SAP TechEd Madrid.

Jim Hagemann Snabe Co-CEO SAP AG

Vishal Sikka Member of the Executive Board SAP AG


Wednesday, November 9

Jim Hagemann SnabeCo-CEO of SAP and Member of the SAP Executive Board

Jim Hagemann Snabe was appointed co-CEO of SAP alongside Bill McDermott on February 7, 2010. In addition to his responsibilities as co-CEO, Jim

focuses on strategy and innovation. As head of the products and solutions board area, he holds responsibility for the company’s portfolio strategy. His deep customer insight and broad under-standing of the IT industry underpin his personal goal of ensuring that SAP supports custom ers through times of dramatic change by being a fundamental pillar for sustainable business success.

KeyNOte SPeAKeRS

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KeyNOte SPeAKeRS

thursday, November 10

Vishal Sikka SAP Executive Board Member Leading Technology and Innovation

Dr. Vishal Sikka is a member of the Executive Board of SAP AG and heads the technology and innova tion areas. His responsibilities include

the SAP technology platform and products, including database, application platform and middleware, collaboration, business analytics, and search. He is also responsible for the development of new products and new business areas, includ ing SAP research, incubation, and new-products organizations. In addition, Vishal is the chief technology officer (CTO) of SAP, a role he has held since 2007 when he was appointed SAP’s first-ever CTO. Vishal is the author of “Timeless Software,” which underpins SAP’s architecture and innovation strategy.

Vishal holds a doctorate from Stanford University in computer science. His background includes work in artificial intelligence, automated reasoning, programming languages and models, and data management and search systems.


AGeNDA At A GLANCe

tuesday, November 8

8:00 a.m.–7:00 p.m. technology Innovation Campus Hall 10

8:30 a.m.–7:00 p.m. SAP teched educational Breakout Sessions

Hall 10 and North Conference Center

11:00 a.m.–7:00 p.m. SAP teched Meet-the-Speaker Pods, expert Networking Lounge

Hall 10

12:00 noon–2:30 p.m. Lunch Hall 10

6:30 p.m.–7:00 p.m.7:00 p.m.–8:30 p.m.

Demo Jam ReceptionDemo Jam Session

Hall 5

Wednesday, November 9


8:00 a.m.–7:00 p.m. Mobility Campus, Business Analytics Campus, Partner exhibition

Hall 9

8:00 a.m.–7:00 p.m. “Run Better” Campus, exhibiting Partners

Hall 7

9:00 a.m.–10:30 a.m. General Session – SAP executive Keynote SpeakerJim Hagemann Snabe, Co-CEO of SAP

Hall 5

11:00 a.m.–7:00 p.m. SAPPHIRe NOW theaters Microforum Sessions

Halls 7 and 9


Hall 10

11:00 a.m.–9:15 p.m. SAP teched educational Breakout Sessions

Hall 10 and North Conference Center

11:00 a.m.–6:00 p.m. Spotlight theater Sessions Hall 7

12:00 noon–1:00 p.m. Meet Our exhibitors Halls 7 and 9

12:00 noon–2:30 p.m. Lunch Halls 7, 9, and 10

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AGeNDA At A GLANCe

thursday, November 10


8:00 a.m.–7:00 p.m. Mobility Campus, Business Analytics Campus

Hall 9

8:00 a.m.–7:00 p.m. “Run Better” Campus, Partner exhibition

Hall 7

9:00 a.m.–10:30 a.m. General Session – SAP executive Keynote SpeakerVishal Sikka, SAP Executive Board Member Leading Technology and Innovation

Hall 5

11:00 a.m.–7:00 p.m. SAPPHIRe NOW theaters and Microforum Sessions, SAP teched educational Breakout Sessions

Halls 7, 9, and 10 and North Conference Center


Hall 10

11:00 a.m.–6:00 p.m. Spotlight theater Sessions Hall 7

12:00 noon–1:00 p.m. Meet Our exhibitors Halls 7 and 9

12:00 noon–2:30 p.m. Lunch Halls 7, 9, and 10

8:00 p.m. Celebration Night Palacio de Deportes


eSSeNtIALS

Session types and PoliciesMaximum Classroom CapacitySession capacity for classrooms is strictly limited to the seating capacity of a room. We do not permit overcrowded or standing-room-only classrooms.

Reserved SeatingSAP teched Hands-On Workshops – Open only to SAP teched full conference attendeesIn two-hour and four-hour hands-on workshops, two students share one laptop. Full conference attend ees may reserve up to two workshop seats. Advance sign-up is required for reserved seating. The cutoff for reserving seats is 8:00 p.m. the evening before the workshop. Registrants must claim their reserved seats before the start of a hands-on workshop. Visit www.sapteched.com/emea /edu_sessions to reserve your work shop seats.

Important: We reserve the right to release any unclaimed seat at the scheduled start of a hands-on workshop, so plan to arrive early. Arriving even one minute late may result in forfeiture of your seat.SAP TechEd full conference registrants may attend any hands-on workshop with open seats at the start of the workshop on a first-come, first-served basis.

For questions about your hands-on workshop schedule on-site, visit the session assistance counter.

Open SeatingThe following activities and sessions are open on a first-come, first-served basis. Adding these sessions to your personal agenda does not guarantee a seat. Unless otherwise noted, the activities and sessions are open to SAPPHIRE NOW and SAP TechEd attendees.

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eSSeNtIALS

SAP techedLecture Sessions in Hall 10 (One and two Hours)Lectures in the four open theaters (L1–L4) are open to all attendees. Lecture sessions offered in the classrooms in L5–L11 are open only to SAP TechEd attendees.

Meet-the-Speaker PodsSpeaker pods feature a different topic every one to two hours that complements lecture sessions and hands-on workshops. Stop by any time within the speaker’s scheduled pod hours to follow up with the speaker, review topic road maps, and get your questions answered.

expert Networking SessionsOur 30-minute expert networking sessions feature small, interactive discussions. For more information, see page 18 or visit the reception desk.


SAPPHIRe NOW20-Minute PresentationsSAPPHIRE NOW delivers specific benefit statements illustrated by our customers in just 20 minutes. Each presentation is followed by a 20-minute discussion with the speakers in a nearby room, giving you the freedom to dive deeper into the subject or move on to another topic.

30-Minute Panel DiscussionsThese sessions give you an opportunity to hear multiple perspec-tives on a topic, delivered by some of the world’s leading authorities. Like the 20-minute presentations, each panel discussion is followed by a 20-minute Q&A session with the presenters.

Demo Stations and Discussion tablesHere’s your chance to see the solutions you’ve been hearing about – with guidance from an SAP specialist. Meet one-on-one with an SAP expert, or sit and delve deeper into a solution with a small group of your peers. Take advantage of this unique opportunity to ask detailed questions about our solutions and your business.

MicroforumsThis highly popular format is a 45-minute, single-topic discussion with your peers. These interactive roundtable discussions focus on a specific story and encourage interaction with the guests at the table. No slides are involved. Discussion is facilitated by one or two hosts from SAP and members of our community. Sessions tend to be crowded. Plan ahead if there is a topic you are eager to discuss. Also make note that the more popular sessions are repeated.

test-DrivesNothing can substitute for actually putting your hands on the soft ware. Experience SAP solutions at the walk-up stations in each campus. Staff will be on hand to assist if you have any questions.

eSSeNtIALS

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SAPPHIRe NOW

Explore campuses in business analytics, mobility, “Run Better,” and technology innovation. Each campus is divided into topic areas to help you quickly identify the content most important to you.

Business Analytics CampusBusiness analytics offer incredible value and insight. To help you evaluate the impact on your business, we’ve unified sessions and information within a single campus. The campus is organized into eight topic areas:

• Business intelligence • Data warehousing • Enterprise information management • Enterprise performance management • Governance, risk, and compliance • Industries • Lines of business • Small businesses and midsize companies

Mobility CampusAccelerate your business with mobile solutions from SAP and Sybase, an SAP company. This campus offers more than 100 state-of-the-art mobility applications and solutions, along with numerous presentations and opportunities to interact with mobility experts. Topic areas include:

• Mobility platform • Mobility strategy • Device management and security • Mobile applications • Mobile commerce • Messaging


SAPPHIRe NOW

“Run Better” CampusThis campus showcases how the SAP solution portfolio can help lines of business in companies of all sizes and in all industries. Organized around the work streams of our customers, topic areas include:

• Designing great products and managing assets • Managing sustainable manufacturing • Optimizing supply chain and procurement • Delivering exceptional customer experiences • Managing core business and subsidiary functions • Showcase industries • Test-drive: On-demand solutions for lines of business • Test-drive: Solutions for small businesses and midsize companies

technology Innovation CampusTechnology and innovation power everything we do. Learn about the latest advances in SAP technology, and how strategic innovations such as cloud and in-memory computing will transform business and IT. This campus is designed to give you hands-on access to our current and future generation of technology solutions, and to give you access to experts who can help you understand and plan how to operate, adapt, and collaborate better. The campus includes:

Test-drive areas: • In-memory computing • Mobility • Cloud computing • SAP NetWeaver • Data management • SAP Labs and SAP Research

Discussion tables: • Technology overview • Technology deployment • Business process management and integration • Application lifecycle management • Custom development • Security and identity management

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ADDItIONAL SAP ReSOuRCeS

Spotlight theaterThe Spotlight Theater, hosted by award-winning and veteran BBC World News presenter Aaron Heslehurst, provides a platform for cutting-edge, real-world business and technology topics such as business analytics, in-memory computing, and mobility. Live from Hall 7 and streaming live globally via the online platform, the exciting lineup of sessions includes customer perspectives, SAP experts, and discussion panels with subject-matter specialists. Please refer to the agenda builder for complete programming details, including schedules and speakers.

Meet Our CustomersThe Meet Our Customers Pavilion offers SAP customers a unique opportunity to network with SAP reference customers and hear first-hand about their challenges and successes. In an open dis cussion format, you can ask your questions and exchange experiences in face-to-face meetings. Stop by the pavilion in Hall 8 and see the numerous roundtables and one-on-one meetings that are available for you to attend. While here, visit the Explore Customer Stories desk and view written and video testimonials about the experiences of small and midsize companies with their SAP projects.



SAP MaxAttention™ LoungeThe lounge, with its casual seating, meeting tables, and meeting rooms, is the central place for SAP MaxAttention customers and prospects, SAP Active Global Support colleagues, and others. It offers a comfortable, relaxed environment for building relationships, sharing experiences, and networking with other SAP MaxAttention customers and SAP. On Thursday, November 10, meet-the-expert sessions will be conducted in the SAP MaxAttention Lounge. Each interactive strategy session provides key information on how SAP Active Global Support can help you maximize your organization’s success. Stop by to get more information about our services and to meet SAP Active Global Support colleagues and your peers. The SAP MaxAttention Lounge is located in Hall 8 near the Meet Our Customers area and next to the SAP Services Lounge.

SAP Services LoungeCustomers are invited to visit the SAP Services Lounge during SAPPHIRE NOW. Meet services and education experts for informal networking and to learn more about maximizing your SAP invest-ment. Gain insights about how the SAP Services organization can enable you to quickly adopt innovation into your business with services that help you develop strategies, implement software, educate employ ees, and operate your SAP software environment. The lounge is located within the “invitation only” area in Hall 8. Contact your services account manager to meet in the SAP Services Lounge.

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executive Meeting Center (eMC)The Executive Meeting Center (EMC) provides high-touch, uniquely personalized, executive-level dialogue sessions. Staffed by SAP industry, solution, and value engineering experts, EMC meetings are requested via account executives on behalf of their customers. The request pro cess ensures that we align the right support team for each customer meeting. EMC appointments are requested by account executives using the central scheduling system called Customer Care Tool (CCT). Sessions will be confirmed in advance of SAPPHIRE NOW and will appear in the attendee’s personal agenda.

eMC Neighborhoods • Executive Meeting Center – Customer meetings booked by account executives via CCT with SAP subject-matter experts

• Managing Director Offices – Please note that meetings in the dedicated offices must be scheduled directly with the executive assistants of the executives.

• SVP Executive Offices – Please note that meetings in the SVP offices must be scheduled directly with the executive assistants of the SVPs.

eMC Hours and LocationWednesday, November 9, and Thursday, November 10

7:30 a.m.–8:45 a.m. Doors are open Hall 8

8:45 a.m.–10:45 a.m. Closed during keynote Hall 8

10:45 a.m.–7:00 p.m. Doors are open Hall 8

ecosystem and ChannelsEcosystem and Channels is a hub for business activity where part ners can meet with SAP executives for one-on-one discussions and where they can informally network with the SAP ecosystem and channels team. They also can attend microforum sessions designed just for partners, where they will get the latest information about how their organization can work with SAP to help customers achieve maximum results. In addition, it’s a central location where all SAPPHIRE NOW attendees can get information about partner sessions and demos taking place in other campuses and on the show floor.


SAP teched

SAP teched ClubhouseHall 10Tuesday–Thursday • 11:00 a.m.–7:00 p.m.

Visit SAP TechEd to experience the latest in SAP technology and meet face-to-face with some of the best minds in the industry. Learn how the SAP ecosystem provides a unique approach to harnessing collective knowledge. Find out how others – just like you – are expanding their capabilities and maximizing their impact through this ecosystem. Or simply take a break, relax, and recharge while enjoying an espresso at the Café.

The following features and activities are open to all SAP TechEd and SAPPHIRE NOW conference attendees.

expert Networking LoungeWHEN PEOPLE MEET, REAL COLLABORATION STARTS!Meet and chat with technical gurus and thought leaders who have achieved excellence through their use of SAP technology solutions and SAP ecosystem initiatives. During 30-minute, face-to-face sessions, a wide variety of experts will host open discussions on specific topics, answer questions, or just spend quality time net-working with you and other conference attendees. Experts include speakers for SAP TechEd, SAP mentors, Demo Jam finalists, SAP executives, and SAP partners, among others. Add the expert net-work ing sessions that interest you most to your personal agenda. Please note that seating is limited and available on a first-come, first-served basis to allow for an interactive experience among the participants.

theater Lecture SessionsAttend one-hour and two-hour lecture sessions showcasing tech-nical road maps and SAP technology strategy. Hear from SAP customers who will demonstrate their best tips and tricks from real-life use cases. Partners also step out of their booth to go in-depth on their latest solutions that complement your SAP technology portfolio.

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SAP teched

Meet-the-Speaker PodsDive deeper into educational session topics and get questions answered. Speaker pods feature a different topic every one to two hours that complements educational lectures and hands-on work-shops as well as highlights road maps discussed during the sessions. Add pod topics to your personal agenda, and then stop by to meet with the speakers any time during their scheduled hours. If the pod is busy when you arrive, try again later.

Interactive Stations Interactive stations feature key SAP services, programs, and initia-tives that you need to fully leverage the power of the SAP ecosystem.

Services Innovations for Driving Businesses FasterVisit us and see rapid deployment of operational reporting with SAP ERP and SAP HANA, for faster implementations in a fraction of the time you would expect. Take a look at demonstrations of innovative mobile applications, and find out how SAP Landscape Transformation software and services can help you optimize your landscape and improve flexibility to respond to changing business structures. With services to design and implement mobility and in-memory com-puting, we make sure that you have the right strategy for success. And we don’t stop when you go live. The SAP Education organization provides flexible remote training to optimize end-user knowledge of your new solu tions. Take a test-drive and see how the SAP Services organization can help make IT the driving force in business change.

Heroes: Application Lifecycle ManagementHeroes are people who leverage new functionality in the SAP Solution Manager 7.1 application management solution. They use application incident management and root cause analysis to track down the source of system issues and to control changes to operate their core business processes along the application lifecycle. Learn how the experts use SAP Solution Manager 7.1 to manage their production systems. Stop by and find out how you can benefit from training and working with our SAP Solution Manager subject-matter experts to become a hero. For more information, go to www.sap.com /education/e2e and www.service.sap.com/supportstandards.


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SAP teched

SAP Solutions for Small and Midsize CompaniesThink SAP is only for large companies? For the first time ever at SAP TechEd, we offer a new interactive station dedicated exclusively to IT professionals and partners of small and midsize companies and subsidiaries of large enterprises. Whether you are looking for solutions to help you run your entire business better or to integrate your smaller subsidiaries across multiple geographies, SAP offers a portfolio of software solutions that you can implement in weeks, on a small budget, and even with no in-house IT staff. Come and experience the breadth and depth of SAP Business All-in-One solu-tions, the SAP Business ByDesign solution, the SAP Business One application, and SAP BusinessObjects Edge solutions, and start transforming your business today.

SAP Community NetworkAccording to a recent Fast Company expert blog, “SAP has quietly built a B2B social media juggernaut that puts most . . . to shame on just about any measure.”1 SAP Community Network is the social network for SAP professionals. Over 2 million members visit this vibrant online community to learn, connect, and share, building an invaluable personal network. Members of the community can solve a problem, contribute, learn, network, and build their reputation. Visit the community interactive station to get a sneak preview of our new platform. Join the conversation in our mobile, business analytics, on-demand, and SAP HANA appliance software com mu-nities. Become a member or update your member ship and extend the learning experience of SAP TechEd all year long.

Innovative Solutions for Cloud Computing from SAP and PartnersExperience how resources become more flexible and adjustable when they are deployed in the cloud. See how SAP Business ByDesign lets you manage key business functions within a single on-demand software solution. Learn how SAP partners can help easily provision SAP solutions in the cloud. Hear about successful customer implementations of cloud computing, and see how to transform a traditional IT infrastructure into a cloud environment.

1. Drew Neisser, “9 Ways to Measure The (Actual) Success of Your Social-Media Community,” Fast Company, August 3, 2011.

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SAP teched

Innovative Solutions for Mobility, Business Analytics, and More from SAP and PartnersTest-drive the newest and hottest applications from SAP and part-ners, including solutions for mobility, business analytics, in-memory computing, and rapid deployment. Play with mobile applications that help you increase productivity, handle critical tasks, and make deci-sions in real time. Explore solution extensions from SAP that can help your organization improve day-to-day IT operations, more easily implement or upgrade SAP applications, and increase employ ee productivity, helping your organization become a better-run busi ness. Discover the power of real-time analytics and explore how it’s driving business opportunities once considered impossible to achieve.

Resources for Partners to Harness SAP InnovationsIf you’re an SAP partner developing solutions or offering services to SAP customers, stop by and learn about all of the programs and resources available to help you take advantage of the latest SAP innovations. Get a snapshot of SAP technical enablement opportu-ni ties and initiatives available to partners. Drive bigger results with SAP guidelines for best-built applications that integrate with SAP Business Suite software. Maximize the value of software certifica-tion with the SAP Integration and Certification Center. Find out how new technology innovations from SAP can benefit your own solutions, products, and services.

experience the Renovated SAP Help PortalSAP Help Portal (see help.sap.com) has been offering product docu-mentation for almost all versions of SAP products for 10 years. With approximately 5 million visitor sessions every month, it is well known to customers, partners, and consultants. Stop by the SAP Help Portal interactive station and explore the improvements of the renovated SAP Help Portal. These include more extensive knowl edge provision-ing, enhanced search and navigation, and improved knowledge discovery of related content, all of which make SAP Help Portal a comprehensive, state-of-the-art knowledge base for SAP products.


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SAP teched

engage with the Hasso Plattner Institute Do you want to learn about the concepts behind in-memory, column-oriented database technology? The impact of column-oriented databases on enterprise application development? How in-memory database technology can be used within an on-demand deployment? The latest prototypes that leverage modern database technology? If yes, then come to the Hasso Plattner Institute (HPI) interactive station. The Hasso Plattner Institute is a university institution based in Potsdam, Germany, and Stanford, California. Its bachelor and master programs are ranked first among all computer science programs in Germany, Austria, and Switzerland.

SAP teched Live StudioCatch interviews filmed in the open SAP TechEd Live studio, where SAP executives, speakers, demo jammers, and other experts will be streamed live. Tell your colleagues to tune in this week for interviews, keynotes, and lectures. After the conference, catch up on what you missed and watch highlights and behind-the-scenes videos at www.sapteched.com/online.

SAP MentorsSAP mentors are the top community influencers in the SAP ecosystem. They are experts on an SAP product or service, and they engage in collaborative activities to improve or influence their area of expertise within the SAP ecosystem. Through out SAP TechEd, look for mentors, who will be wearing navy-blue shirts with a number and a Twitter handle on the back. Find out more about this exciting, influential group, and learn what it takes to become a mentor.

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SAteLLIte BOOtHS

Mobility Partner ShowcaseSAP partners are readily adopting Sybase® Unwired Platform and have developed many mobile apps for industry verticals and line- of-business customers. To view a sampling of what’s available and to see how the SAP ecosystem can help you harness the transfor ma-tional power of mobile apps, stop by the Mobility Partner Showcase in the SAPPHIRE NOW Mobility Campus. A schedule of demo sessions for partner apps is available in the agenda builder. Don’t forget to update your personal agenda with the sessions that are right for you.

usability test CenterSHAPE THE FUTURE OF SAP SOFTWARESAP is offering an exclusive opportunity for you to evaluate early prototypes and products from various SAP software development areas. Participate in a 90-minute usability test session and have direct access to user-interface designers and developers. Visit us on-site at the usability testing registration desk on level 1, above general conference registration (refer to the floor plan), to learn more and sign up for your test session.

Global Sponsorships Across the world of sport, art, and entertainment, SAP is proud to support world-class teams, athletes, and artists. Come and see how SAP’s portfolio of corporate sponsorships solves real problems and helps individuals, teams, and organizations from the world of sports, arts, and entertainment run better. This year, the SAP-sponsored Sailing Team Germany will be on-site to demonstrate how SAP is helping sailors chart a winning strategy for the 2012 Olympics – and beyond. Visit Global Sponsorships in Hall 7, Entrance Area, while at SAPPHIRE NOW.

In-Memory ShowcaseExperience the power of the SAP HANA platform on the big screen. Browse through interactive reports on a 100-inch screen in an entirely new way. With the wave of your hand, you can control 3 billion rows of data with lightning-fast response time.

SAP Smart Stats experienceInsight, not just statistics. Experience business analytic solutions from SAP for yourself – and enhance your knowledge and enjoy ment of the 2011 European football season at the same time. Go to the kiosk by the Spotlight Theater in Hall 7 or look for the roving cart in Hall 10 to sign up for the experience. You can also visit the experience at http://smartstats.sap.com.


SAteLLIte BOOtHS

Asociación de usuarios de SAP españaAsociación de Usuarios de SAP España (AUSAPE), founded in 1994, is a nonprofit organization that brings together more than 380 SAP customers and partners with the goal of encouraging the inter change of mutually relevant information about SAP products and services, establishing relationships with other associations and professional groups, and promoting the dissemination of information about all aspects related to SAP.

To achieve its goal, AUSAPE has started several initiatives, such as the creation of work groups on different functional areas of SAP products, specialized forums in AUSAPE’s Web site, in-depth technology-focused events, and a ramp-up laboratory with specific agreements with SAP and universities to facilitate access to SAP training. AUSAPE is also part of SAP User Group Executive Network (SUGEN), Asociación Usuarios SAP IberoAmerica (AUSIA), and International Customer Competence Center (ICCC).

Visit AUSAPE at the Country Lounges area in Hall 9 and see what AUSAPE can offer you. And visit us on the Web at www.ausape.es.

SAP ShopSHOW YOUR SAP COLORS WITH PRIDE!Visit the SAP shop, and check out the latest in SAP-branded merchandise. You’ll find a wide assortment of items, from shirts and caps to outdoor gear to a variety of gifts for work, sport, and leisure. Some of our most popular items last year included luggage tags, key rings, USB memory sticks and other high-tech items, business-card holders, and other great offerings. The SAP shop is located in Hall 10. Or you can visit the SAP shop online at http://global.sapmerchandise.com.

WIS PublishingWIS Publishing is the leading independent provider of information for those who deploy, manage, support, configure, and customize SAP solutions. More than 200,000 professionals worldwide rely on products and events from WIS Publishing to improve their company’s ROI in information technology. Visit WIS Publishing in Hall 10 while at SAPPHIRE NOW or on the Web at www.wispubs.com.

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eVeNING eVeNtS

Demo JamTuesday, November 8

6:30 p.m. –7:00 p.m. Demo Jam Reception Hall 5

7:00 p.m.–8:30 p.m. Demo Jam Session Hall 5

During the summer, SAP customers, partners, and employees submitted proposals to demo their new, electrifying technologies or applications at Demo Jam. SAP TechEd is the place where the finalists will shine. Join SAP executives and thousands of cheering techies to watch the most impressive live demos hit the stage in Madrid. See them compete for the ultimate glory – to earn the audience’s vote as best demo of the night.

Check the SAP TechEd conference Web site for complete information at www.sapteched.com/emea/activities/demojam.htm.

2011 finalists • AirKiosk – Maxim Drabkin and Guy Soffer, SAP • An SAP Gamification Platform and an Illustration Leveraging a Forecasting Client – Wilfrid Real, IBM; Patrick Duverger, City of Antibes, France; David Trastour, SAP

• Save the Planet and Save Money – John Astill, SAP • Real-Time Condition-Based Maintenance Leveraging SAP HANA – Arne Schramm and André Preußner, SAP

• AppOS – Web Dynpro Applications by Design – Oliver Merk and Markus Beck, Deliance

• A Mobile Tool for Education Services – Robert Noce and Lalit Canaran, Sybase, an SAP company

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SAP Celebration NightThursday, November 108:00 p.m.–11:00 p.m., Palacio de Deportes

SAP, together with Deloitte, present an evening with Cirque du Soleil® and Anastacia

After informative presentations, sessions, and meetings, the cele-bra tion night offers you the perfect way to enjoy an outstanding opening high-energy performance and a fantastic concert. Cirque du SoleilCirque du Soleil offers a dramatic mix of circus arts and street entertainment that will amaze and delight. Coming from all sides, highly skilled performers, defying gravity, will dazzle you, making daring feats look easy.

Beginning in 1984 with a group of 20 street performers, Cirque du Soleil now features more than 5,000 employees, including 1,300 artists. The company is a world-famous organization whose mission is to evoke the imagination, invoke the senses, and provoke the emotions of people around the world.

We are proud to support Cirque du Soleil’s continuous innovation and reinvention of live entertainment. We hope that you enjoy this special Cirque du Soleil performance, exclusively put together for SAPPHIRE NOW + SAP TechEd Madrid.

eVeNING eVeNtS

www.deloitte.com/sap

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Partners in Innovation: SAP and Cirque du SoleilOver the last 10 years, SAP has helped this innovative global enter-tainment franchise become a best-run business. Cirque du Soleil implemented SAP software across a spectrum of core business areas – ranging from costume manufacturing and merchandising to human resources and accounting. Because technology increasingly impacts what is possible in the entertainment industry, SAP has provided Cirque du Soleil with a platform that will allow the company to rapidly adapt to changing market requirements and increase the transparency and efficiency of its multifaceted organization.

Photo: Daniel Desmarais, Costumes: Lyz Vandal © Cirque du Soleil 2009

Legal notice: The trademark Cirque du Soleil is owned by Cirque du Soleil and used under license.


eVeNING eVeNtS

AnastaciaWith her powerful and soulful voice, Anastacia’s debut album Not That Kind sold over 5 million copies world wide. With songs including “I’m Outta Love” and “Not That Kind,” it instantly became a best seller and made Anastacia an international superstar. It was the start of what would be Anastacia’s remarkable career.

Freak Of Nature, Anastacia’s second album released in 2001, sold over 4.5 million units, going multiplatinum in more than 14 countries. Her third, self-titled album, Anastacia, became one of 2004’s best-selling international LPs and went on to push her total career sales to over 16 million. Anastacia launched her first ever sold-out European concert tour, playing in front of more than 1 million fans across 25 countries.

Since then, Anastacia has received in excess of 225 gold, platinum, or multiplatinum awards in 31 countries across her career. Her self-titled album remained at #1 on the Pan European sales charts for an incredible 13 weeks.

Anastacia is also the winner of numerous awards, including MTV Europe Awards, NRJ Music Awards (France), World Music Awards, and the Marie Claire Woman of the Year Award. Her performance at SAPPHIRE NOW + SAP TechEd Madrid promises to be unforgettable.

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Celebration Night VenuePalacio de Deportes de la Comunidad de MadridAvenida Felipe II, S/N28009 Madrid

Conference BadgeYour official conference badge is required for admission.

Shuttle Bus ServiceComplimentary shuttle bus service is available from conference hotels to Palacio de Deportes. Schedules will be posted at the hotels with departure times. Shuttle service continues for 60 minutes after the end of the concert.

8:00 p.m. Doors open

Cool drinks, cocktails, and delicious party food will be available during the event.

9:00 p.m. Showtime

10:45 p.m.–11:45 p.m. Shuttle buses return to convention hotels.

eVeNING eVeNtS


StAy CONNeCteD

Access the Latest Conference Information • Mobile on-site guide: Get conference highlights, the agenda, session details, and more in the mobile on-site guide at http://bit.ly/SAPMadridMobile. The mobile on-site guide help desk is located with the W-LAN help desk in the entrance area. Thanks to our mobile guide sponsor, Deloitte.

• Information stations: View an interactive map and guide to the overall event by visiting information stations on the SAPPHIRE NOW show floor.

• Internet kiosks: Access the latest conference information, schedule changes, and your personal agenda at Internet kiosks available throughout the venue. Please limit your time at the Internet kiosks to 10 minutes when others are waiting.

QR Codes Have a smart phone? We’ve added QR codes to event signage so you can scan and instantly get more information and access evaluations for mobile sessions. If you don’t have a QR code reader on your phone, search for one in your smart phone’s app store and download it now so you’ll be ready.


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http://bit.ly/SAPMadridMobile


StAy CONNeCteD

Get Social @SAPPHIReNOW and @SAPtechedSAPPHIRE NOW and SAP TechEd Madrid are more “social” than ever, with an expanded social media experience connecting conference attendees with thousands of online participants. Follow the links below and participate in our social media programs. If you are not sure how to set up social media channels on your mobile device, visit the Content Guidance desk where someone will assist you.

• Twitter: www.twitter.com/sapphirenow and www.twitter.com/sapteched

– Follow us @sapphirenow and @sapteched for news and event updates

– Use hashtag #sapphirenow and #sapteched when tweeting about the event

• “Like” us on Facebook: www.facebook.com/SAPPHIRENOW and www.facebook.com/SAPTechEd

• Find us on YouTube and LinkedIn

For details on our social media programs, visit www.sapphirenow.com/madrid/Social_Media.html and www.sapteched.com/emea/about/socialmedia.htm.

Wireless Access SAP has partnered with IFEMA (Feria de Madrid) to provide attendees with complimentary wireless Internet access. You must supply your own wireless equipment. To access the network, go to your wireless properties and search for available networks. Select the IFeMA network and connect. Then launch your Internet browser.

To enable us to provide the best possible wireless service, please do not use devices like MiFis, personal access points, hubs, and switches. These will jam the airwaves for attendees, demos, and sessions.

Important: For technical support with your wireless access, please contact the W-LAN help desk located between the check-in desks in the main entrance area near the elevators.

Reminder: Silence your Mobile Phone As a courtesy to others, please silence your phone during sessions.


Visit with participating technology, software, con sult ing, and implementation experts for SAP software, as well as service and support providers, while at SAPPHIRE NOW and SAP TechEd. Explore opportuni ties and discover the best solutions to meet your organization’s key challenges. The innovative products, services, and fresh perspectives offered at SAPPHIRE NOW and SAP TechEd can energize your organization’s growth. See the list below of all exhi bit-ors and their location on the show floor. We especially would like to extend recognition to the top-level exhibitors. Please take time to visit with all exhibitors while in Madrid.

tHANK yOu

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exHIBItORS

Accenture is a global management consulting, technology services, and out sourcing company with more than 223,000 people serving clients in over 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business func tions, and extensive research on the world’s most successful com panies, Accenture collaborates with clients to help them become high-performance businesses and governments. With a 30-year history developing and delivering SAP services – and a team of 31,000+ skilled professionals – Accenture helps clients adopt and extend technology to drive business change and achieve their busi-ness goals. The company generated net revenues of US$21.6 billion for the fiscal year ending August 31, 2010.

CSC is a global business- and technology-enabled services power-house. An SAP global services partner and an SAP-certified provider of hosting services, CSC performs full-spectrum consulting and SAP solution integration as well as application maintenance. CSC focuses on helping customers effectively use SAP solutions to achieve their strategic goals. Its solutions combine industry expertise, intellectual property, and technology in a way that achieves real business results. CSC’s approach has kept the company at the forefront of its industry for half a century. The company has been recognized as a leader in the industry, including being named by Fortune magazine as one of the world’s most admired companies for information technology services (2010). Head quartered in Falls Church, Virginia, CSC has approximately 94,000 employees worldwide and revenue of over US$16.1 billion.

Deloitte is a leading global professional services firm that provides audit, tax, consulting, and financial advisory services to public and private clients across multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte offers true added value to any multinational, large-enterprise, or midmarket SAP customers requiring implementation of SAP ERP, SAP Business Suite, or busi-ness analytic solutions. Deloitte has advanced tools and accelera tors, vast industry expertise, and unrivaled experience in SAP offerings. Whether you’re planning a first-time implemen ta tion of ERP software, analyt ics, or mobility software; a version upgrade; or a complex system overhaul, you’ll get 360-degree service from Deloitte.


tHANK yOu

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At HP we believe technology can create new possibilities for people around the world – from high school students and soccer moms to budding entrepreneurs, government officials, and business execu-tives. We’re the largest IT company on the planet, with 304,000 employees working in approximately 170 countries around the world. And we are able to leverage our size and scope to deliver real value in the products and services we offer. Our healthcare solutions are helping hospitals reduce errors and insurers bring down costs. Our TouchSmart products are helping individuals with autism communi-cate for the very first time. Our digital printing solu tions are revolu-tion izing the publishing industry by allowing publishers to print indi-vidual books on demand. And that’s just the beginning. We never stop exploring and we never stop at impossible. And we can’t wait to show you what we think of next.

The SAP and IBM alliance reflects almost 40 years of leadership based on continuous collaboration, innovation, and service. The result of this close relationship is a “best of both worlds” portfolio that helps companies realize immediate business value and sustain able growth by improving processes and enhancing efficiencies. IBM holds several SAP benchmark world records with its leading technology platforms. IBM has been awarded over 20 SAP Pinnacle Awards to date. IBM software offerings are well integrated with SAP Business Suite applications, receiving more than 170 certifications by SAP.Visit the IBM booth to experience and discover more about cloud computing, dynamic infrastructure, business and technology consulting, and IBM’s top-performing technology for the SAP HANA platform and SAP BusinessObjects analytic applications. Find out how you can power your SAP environment with IBM.

eMC Corporation is a global leader in enabling businesses and service providers to transform their operations and deliver IT as a service. Fundamental to this transformation is cloud computing. Through innovative products and services, EMC accelerates the journey to cloud computing, helping IT departments to store, manage, protect, and analyze their most valuable asset – information – in a more agile, trusted, and cost-efficient way.

exHIBItORS


exHIBItOR INDex

Company Booth uRLAccenture 912+913 www.accenture.comAGENTIL SA 710 www.agentil.comANCILE Solutions Inc. 705 www.ancile.comArch 932 www.arch-global.comAtos 927 www.atos.net/en-usBasis Technologies International Ltd

714 www.basistechnologies.com

BearingPoint GmbH 713 www.bearingpointconsulting.comBI Excellence Software GmbH 909 www.biexcellence.comBlackLine Systems 724 www.blackline.comCapgemini 920 www.capgemini.comCIBER AG 723 www.ciber.comCisco Systems Inc. 903 www.cisco.com/go/sapClickSoftware 919 www.clicksoftware.comCognizant Technology Solutions 701 www.cognizant.comCONIM Group LLC 725 www.conim.com.uaCrossgate AG 733 www.crossgate.comCSC 739 www.csc.comDefiance Technologies Limited 929 www.defiance-tech.comDeloitte 915 www.deloitte.com/sapEDB ErgoGroup 933 www.edbergogroup.comeFax® 749 www.efaxcorporate.comEMC Corporation 737 www.emc.comEPI-USE 736 www.epiuse.comErnst & Young 910 www.ey.comEvery Angle 901 www.everyangle.comFUJITSU 717 www.ts.fujitsu.com/sapGK SOFTWARE AG 753 www.gk-software.comHCL AXON 911 www.hcl-axon.comHewlett-Packard 905 www.hp.comHitachi Data Systems 908 www.hds.comHubwoo 720 www.hubwoo.comIBIS Prof. Thome AG 750 www.ibis-thome.comIBM 914 www.ibm-sap.comIndra Sistemas S.A. 728 www.indracompany.comInfosys 925 www.infosys.comiRise 712 www.irise.comISEC7 Group 918 www.isec7.comITC InfoTech 904 www.itcinfotech.comitelligence AG 704 www.itelligence.agKofax Inc. 703 www.kofax.comKPS AG 740 www.kps-consulting.comLandis+Gyr AG 751 www.landisgyr.comLevi, Ray & Shoup Inc. 732 www.vpsx.comLibelle AG 735 www.libelle.com/en

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exHIBItOR INDex

Company Booth uRLMicro Focus 708 www.microfocus.comMicrosoft 702 www.microsoft.comMotorola Solutions 924 www.motorolasolutions.comMovilitas Consulting AG 926 www.movilitas.commsc mobile GmbH & Co. KG 921 www.msc-mobile.comNakisa Inc. 706 www.nakisa.comNeoris España S.L. 930 www.neoris.comNetApp 727 www.netapp.comOpenText Software GmbH 742 www.opentext.comOR Soft Jänicke GmbH 718 www.orsoft.netOracle Corporation 730 www.oracle.comPROS Revenue Management L.P. 709 www.prospricing.comReadSoft 744 www. readsoft.comREALTECH 746 www.realtech.comRed Hat 747 www.redhat.comRedwood Software Inc. 731 www.redwood.comRiverbed Technology 734 www.riverbed.comROFF 715 www.roffconsulting.comSEEBURGER AG 752 www.seeburger.deSoftware AG 716 www.softwareag.comStratesys Consulting 721 www.stratesys.esStratus Technologies 722 www.stratus.comSUSE 748 www.suse.comSyclo 928 www.syclo.com/sapSyskoplan Reply 922 www.reply.itTata Consultancy Services Limited

931 www.tcs.com

Teradata Iberia SLU 902 www.teradata.comTieto Corporation 917 www.tieto.comT-Systems International GmbH 916 www.t-systems.comUC4 Software GmbH 711 www.uc4.comUnisys Corporation 741 www.unisys.comUnited VARs 743 www.united-vars.comUtopia Inc. 907 www.utopiainc.comVendavo Inc. 719 www.vendavo.comVirtual Forge GmbH 906 www.virtualforge.comVistex GmbH 707 www.vistex.comVMware Inc. 745 www.vmware.com/sapWinshuttle 726 www.winshuttle.comWipro Technologies 729 www.wipro.comWIS Publishing, publisher of SAPinsider

Hall 10 www.wispubs.com

Worksoft 738 www.worksoft.comZebra Technologies 923 www.zebra.com


The following section features general conference information and services for SAPPHIRE NOW and SAP TechEd.

IFeMAFeria de Madrid, North Entrance, 28042 Madrid, SpainTel.: 902 22 15 15Intl.: (34) 91 722 30 00Fax: (34) 91 722 58 01E-mail: [email protected]

Check-In Desk Hours (North entrance Area)Sunday, November 6 10:00 a.m.–8:00 p.m.Monday, November 7 8:00 a.m.–8:00 p.m.Tuesday, November 8 7:30 a.m.–9:00 p.m.Wednesday, November 9 7:30 a.m.–9:00 p.m.Thursday, November 10 7:30 a.m.–7:00 p.m.

Conference BadgeA conference badge is required to access all SAPPHIRE NOW and SAP TechEd Madrid conference activities. Please ensure that your badge remains visible at all times. Do not misplace your badge or lend your badge to anyone. Replacement cost of a lost badge is equal to the cost of your conference registration fee.

Bar-Code Badge ScanningPlease be advised that the bar code on your badge contains data submitted during the registration process (name, title, company, address, phone, fax, and e-mail address). It is at your discretion that you agree to provide your badge to any exhibitor for scanning, which will allow the exhibitor to collect your information and use it for future marketing purposes. You agree that SAP has no control, responsibility, or liability associated with any exhibitor’s collection or use of your information, and if you do not agree to such collection and use, then do not provide or allow your badge to be scanned.

CONFeReNCe LOGIStICS

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First Aid Station and emergencies The first aid station is located on Level 1 of Hall 9; it is accessible via the Avenida. Refer to the floor plan in this guide for the exact location.

In case of an emergency, call the Medical Care Hotline at +49 6227 7 74112 to reach the on-site safety team. Alternatively, alert any conference staff member or security representative.

Housing ServicesIf you have any questions regarding your hotel reservation, stop by the housing desk located in the registration area (North Entrance).

Information DesksThe main information counter is in the Foyer of the North Entrance. Additionally, you can get information from information desks in all halls. For content-related questions, please refer to the Content Guidance desk in the entrance area of Hall 9. See section floor plans in this guide for the exact locations.

Information StationsView an interactive map and guide to the overall event by visiting information stations on the show floor.

Internet KiosksAccess the latest conference information and schedule changes, and update your personal agenda at Internet kiosks available throughout the venue. Please limit your time at the Internet kiosks to 10 minutes when others are waiting.

Luggage Storage and Coat CheckFor your convenience, complimentary luggage storage and coat check are available in Hall 10 (November 8–10) and in front of Hall 6 (November 9–10).



Personal and unattended ItemsFor the safety and protection of conference attendees and staff, maintain control of your personal items at all times. All items brought into IFEMA may be subject to search. Any item left unattended is subject to confiscation. Please report any unattended item to the nearest conference staff member or uniformed security officer.

Security Office and Lost and FoundThe Security Office and Lost and Found are located in the entrance area of Hall 9 and are open November 8–10.

transportationBus transportation will be provided November 8–10 to and from all hotels that were bookable via the registration process. You will find the morning departure times at the check-in desk of these hotels. Transfer from IFEMA to these hotels will be 5:30 p.m.–7:30 p.m., Tuesday through Thursday. For detailed information, including any updates, please refer to http://bit.ly/sapmadridshuttles.

Public transportationFor information about public transportation, please refer to www.ctm-madrid.es (general), www.metromadrid.es/en (Metro)

Wireless Access SAP has partnered with IFEMA to provide attendees with compli men-tary wireless Internet access. You must supply your own wireless equipment. To access the network, go to your wireless properties and search for available networks. Select the IFEMA network and connect. Then launch your Internet browser.

To enable us to provide the best possible wireless service, please do not use devices like MiFis, personal access points, hubs, and switches. These will jam the airwaves for attendees, demos, and sessions.

Important: For technical support with your wireless access, please contact the W-LAN help desk located between the check-in desks in the main entrance area near the elevators.

40

http://bit.ly/sapmadridshuttles


Mobile on-site guide: Get conference highlights, the agenda, session details, and more in the mobile on-site guide at http://bit.ly/SAPMadridMobile. The mobile on-site guide help desk is located with the W-LAN help desk in the entrance area. Thanks to our mobile guide sponsor, Deloitte.

QR Codes Have a smart phone? We’ve added QR codes to event signage so you can scan and instantly get more information and access evaluations for mobile sessions. If you don’t have a QR code reader on your phone, search for one in your smart phone’s app store and download it now so you’ll be ready.

usage Guidelines for Cameras and Recording DevicesWhile we welcome and encourage the use of cameras and recording devices, we do ask that you follow these guidelines:

• Be respectful. Ask permission of those whom you wish to record or who are responsible for the content being shown. If they say “no” or ask you to stop, please do so immediately.

• Be aware. There are some sessions where cameras and recording devices are NOT allowed. Listen or watch for these announcements.

• Be courteous. Set up tripods, lights, or other equipment in a way that is not disruptive or disturbing to any other participants.

• Save energy. There’s no need to capture an entire presentation, demo, and so on. Much of the content will be available online on our platforms.

• For professional press: check in with staff at the Global Communications Center in Hall 8.

Nonsmoking PolicyIFEMA is a smoke-free facility.


http://bit.ly/SAPMadridMobile

NOteS

Disclaimer

All session information is subject to change.

SAP may record attendee’s image, photograph, and voice by any technology or means at the event (“Recording”) and use it in various media for the event, advertising, or any other lawful purposes, and attendee releases SAP from any claims resulting from such use of the Recording.

SAP shall not be liable for damages of any kind resulting from errors or omissions in its conference materials, nor shall SAP be liable for any damages resulting from the use of its conference materials or other infor ma tion conveyed at SAPPHIRE NOW and SAP TechEd. SAP and IFEMA will not be responsible for any personal injury or property damage arising from or in connection with attendance at SAPPHIRE NOW and SAP TechEd or participation in any of the conference activities or events.

SAP and IFEMA assume no responsibility for any losses due to theft or loss of equipment and articles or other personal property. SAP and IFEMA also reserve the right at their sole discretion and with no additional liability to refuse entrance, immediately eject, and terminate the participation of any person whose conduct is deemed objectionable, disorderly, or disruptive to SAP, facility use, or in violation of any law.

SAP reserves the right to refuse or cancel any registration at any time with no liability other than refunding the applicable registration fee.

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50 xxx xxx (yy/MM) © 2011 by SAP AG. All rights reserved.

SAP and the SAP logo are registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.

Sybase and the Sybase logo are registered trademarks of Sybase Inc. Sybase is an SAP company.

www.sap.com/contactsap

16740 (11/10) © 2011 by SAP AG. All rights reserved.

SAP and the SAP logo are registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company.

Sybase and the Sybase logo are registered trademarks of Sybase Inc. Sybase is an SAP company.

www.sap.com/contactsap