adidas gets cloudy with AWS & SAP
It seems like it was only yesterday that the CEOs of Adobe, Microsoft and SAP stood together on stage announcing the formation of the Open Data Initiative (ODI). The date was September 24, 2018 and the setting was Microsoft’s Ignite conference. The purpose of ODI was to help enterprises “reimagine customer experience management” (aka CRM, CX) by being able to integrate CRM, ERP, commerce, sales, product usage and other data into a single data view that works across devices. It would leverage Microsoft’s Azure Cloud was part of the thinking.
CNBC’s Jim Cramer likened it to a call of war against Adobe, Amazon and Salesforce , but it didn’t turn out that way. Though the initiative hasn’t been announced as dead, SAP’s enthusiasm for partnership seems to have walked out the door at the same time that SAP CEO Bill McDermott did in late 2019.
Amazon (AWS) may or may not have been aware of the previous tie-ups, but today it announced that it will host Adidas’ SAP applications.
