Hybris Software

hybris proposes to retailers solutions for more active work with buyers, raising at the same time a customer loyalty and sales in uniform process of commission of purchase irrespective of the selected channel

Business model

The software company hybris which was 'born' in Munich (Germany) conducts the history since 1997 and specializes in software development for omnichannel commerce. Omnichannel commerce is natural development of a system of multichannel trade (means both traditional methods of commerce, and on-line). The systems of omnichannel trade combine different channels of interaction with buyers, allow to support permanent dialog and to gain a comprehensive uniform impression about the clients.

Among the companies using hybris software (and like those in the world more than 800), there are wholesale (B2B) and retail (B2C) large companies, FMCG producers of goods, telecommunication and service companies. Clients of the company:

• Production: 3M, Alfa Laval, Bobcat, Bridgestone, Electrolux, Pirelli, Goodyear Dunlop
• Розничная торговля: ASICS, C. Wonder, Freitag, Galeries Lafayette, Levi Strauss & Co., L.K. Bennett, Monsoon Accessorize, Migros, Mulberry, Nespresso, Nike, Oakley, Sainsbury’s, Ted Baker, Tommy Bahama
• Wholesale: American Tire Distribution, Canadian Tire, Fabory, Rexel, W.W. Grainger
• Media and entertainments: Kalahari.net, Houghton Mifflin Harcourt, Ladbrokes, Thomson Reuters
• Beauty and health: GE Healthcare, Benefit Cosmetics, Douglas, ghd, Johnson & Johnson, Medtronic
• Technologies: AVG, Brightpoint, HTC, Maxis, Nikon, Samsung Electronics
• Telecommunications: Everything Everywhere, Telefonica Ireland, Telmore, Three.co.uk
• Travel and rest: Lufthansa Worldshop, Qantas Airways, Thai Airways, TUI Travel

hybris is rather small company growing enough in high gear. Its state for the end of 2014 exceeds 1000 employees. In 2013 the state totaled only 553 employees. Branches are open in 30 countries of the world. The company has more than 300 partners. In reports of the leading analysts among developers of specialized software the company takes very good places (in the upper right corner) both in magic quadrants of Gartner, and in Forrester waves. And according to Ventana, so hybris MDM (Master Data Management) also in general is the best PIM product in the world.

The demand of products of hybris is caused by radical change of behavior of buyers under the influence of penetration into mass of both a wire, and wireless internet. By some estimates, 74% of the British consumers are reserved by goods online before taking away it in shop, 20% are used by the smartphone to compare the prices and responses about goods in shop, 25% are used by the smartphone to find the nearest shop. At the same time very many consumers prefer to buy goods from sellers whose products are available via several channels. Digits here are as follows:

• in Great Britain the share of 'multichannel' buyers makes 73%,
• in the USA — 68%,
• in France — 55%, and
• in Germany 53%.

In Russia in this respect all looks much more modestly so far. So, in 2011 the Russian electronic market grew, in comparison with the 2010th, for 29% and reached 310 billion rubles. However, despite impressive growth, the Internet segment makes only 1.6% of the total amount of retail of Russia now. However it is supposed that further in our country the market of online-purchases will develop most considerably in connection with distribution of the Internet in the cities with the population over 100 thousand human. According to forecasts of Data Insight research company, e-commerce in Russia in 2012 will increase by 25%.

History

2013: SAP purchases Hybris

On June 7, 2013 SAP AG and Hybris company announced that the SAP company is going to purchase Hybris. On August 2, 2013 SAP AG and Hybris announced acquisition of Hybris company by SAP company, the recognized and quickly developing leader in the field of technologies for e-commerce. Thanks to this acquisition SAP will be able to offer the platform of e-commerce of the next generation for local or cloud deployment. Such platform, undoubtedly, will interest the companies in the different countries of the world which aim to optimize service of corporate and private consumers through the growing number of channels of delivery, devices and points of interaction. In combination with corporate solutions of SAP, the solution Hybris for the organization of the universal sales channel provide to corporate users data and tools for optimization of profit and increase in a customer loyalty. SAP solutions provide complete representation of customer relations and help the companies to manage all aspects of customer interaction in trade and service. Thanks to integration with social networks of the company will be able to know better the clients and to establish with them closer relations.

In combination with the flagman platform for calculations in RAM of SAP HANA, tools of analytics and cloud applicaions and also the SAP Jam platform for the software of social networks, the platform of e-commerce from Hybris will help SAP to bring service quality and efficiency of customer interaction on all channels to new level. After entry into the market of SAP solution 360 Customer which presents the SAP solution CRM based on SAP HANA this new acquisition will strengthen positions of SAP company as solution provider, the clients, to increase their loyalty and to set mutually advantageous relationship with them helping the enterprises to attract.

The deal should be closed in the third quarter 2013 after receiving approval from regulating authorities and accomplishment of other conditions of the conclusion of similar transactions. So far the Hybris company will work as an independent business unit under control of the same team of managers led by Ariel Lyudi and Carsten Thomas.

Business in Russia

2013: Hybris opened representation in Moscow

The Hybris company (division of SAP) proposing solutions for e-commerce announced in September, 2013 opening of representation in Moscow. Considering the increased interest in solutions of the company in this region, Hybris heads for the Russian market. The Russian-language version of the website of the company is already created, there is a formation of the Moscow office Hybris and selection of partners in implementation.

2014: The first results of work in Russia

In November, 2014, about a year later after opening of the Russian office Hybris, his head Alexey Pronin told about how there takes place integration of the company with SAP and also about the first results of business in Russia.

After acquisition of Hybris in 2013 and the supplier of cloud marketing solutions for the analysis of behavior of potential consumers of SeeWhy in 2014 in SAP the division of Customer Engagement and Commerce which is engaged in development of a product portfolio for interaction with the consumer and e-commerce was formed.

Hybris technologies are key for the line of the SAP products Customer Engagement and Commerce, speak in the company. Pronin explains that within SAP its division, saving the brand, is engaged in business development in the direction of solutions for e-commerce in Russia, and not only based on the products. So, in 2015 it will be engaged in an output to the local market and solutions of SeeWhy company.

Among the first clients of Hybris in Russia - Eldorado and Komus

Integration of Hybris and SAP is not completed yet, however Alexey Pronin considers that at the level of business it already occurred: the staff of the Russian office Hybris works on projects in a close sheaf with the commands of the Russian SAP which are responsible for clients in the different industries. Among the priority industries with which the company – retail works, distribution, large local producers and a telecom.

From the technical point of view integration of solutions of Hybris with components of different SAP products continues to propose to clients within projects complete solutions which will need only to be finished under their individual requirements, Pronin adds.

As of fall of 2014 the company in the CIS in total has 14 clients. Among the largest of them Pronin called TAdviser Kaspi Bank in Kazakhstan for which the electronic marketplace and also the companies is created Komus and Eldorado. The last, in particular, passed to the product Hybris B2C Commerce Accelerator from the solution of development 1C-Bitrix which used many years.

The head of the Russian office Hybris also told TAdviser that building of the customer base in Russia is one of key tasks which face it. The second important task are investments into an ecosystem of clients and partners – specialists on the product Hybris in the market, he says. According to Pronin, as of fall of 2014 the partner network of Hybris in Russia totals about 13 partners. The largest of them are Novardis,Lanit and TeamIdea.

Total number of the staff of the Russian representative office of Hybris as of fall of 2014 totals 15 people. According to Alexey Pronin, further the company is going it to expand.

Notes

• To Russia there is software for multichannel trade