SAP to Acquire Customer Management Software Firm Gigya

SAP to Acquire Customer Management Software Firm Gigya”

Several Israeli media put a purchase price on the deal of $350 million for Gigya, which was founded in Israel in 2006 before relocating its headquarters to Silicon Valley. It has acquired Gigya, a firm that helps online properties manage customer identities and profiles.

Integrating SAP Hybrid and Gigya solutions will help "drive more effective marketing, sales and service", Salyer explained, while the customer still stays in control of how much data is shared.

SAP said it has agreed to buy Gigya, a specialist in customer identity and access management.

Another significant detail in Gigya's current offering is that its product - which it sells as "registration-as-a-service" - offers localization features, which is important in e-commerce as different regions have specific compliance requirements and regulations, both in terms of where data is housed and in areas of data protection. Gigya now offers data integration, profile management, and data analytics.

Broadly, its platform allows companies to manage customers' profile, preference, opt-in and consent settings, with customers maintaining control of their data.

Gigya itself has not been immune to some of those issues: the company's platform was used as a backdoor by the Syrian Electronic Army back in 2014 to hack websites (the vulnerability was subsequently repaired). The company's investors include Adobe Systems, Advance Publications, Benchmark Capital, Common Fund, DAG Ventures, First Round Capital, Greenspring Associates, Intel Capital, Mayfield Fund, and Vintage Investment Partners.

Gigya now manages 1.3 billion customer identities, helping enterprise clients market to their own customers in more effective, more personalized, and regulation-compliant ways. The company now maintains offices in California, New York, Tel Aviv, London, Paris, Hamburg and Sydney. The German-based company now has over 335,000 customers using its product in over 180 countries.

As SAP expands its portfolio of enterprise software for customer experience management and customer relationship management (CRM), it will use Gigya's technology and expertise to build out its SAP Hybris division.

Gigya will be incorporated into SAP's Hybris marketing business, which offers so-called "omnichannel" integration that allows businesses to keep tabs on customers whether they shop in stores, online or on their phones, SAP said.

Upon competition of the deal, SAP intends to meld Gigya's platform into SAP Hybris.

Gigya, which has been an SAP Hybris partner since 2013, has more than 300 employees and is headquartered in Mountain View, California. Finally, Gigya has now over 300 employees, and all of them will be coming over the deal.

The deal, which is still subject to government regulatory approval and rules, is expected to close in the final quarter of this year.

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