INSUBCONTINENT EXCLUSIVE:
Microsoft, SAP and Adobe today announced a new partnership: the Open Data Initiative
This alliance, which is a clear attack against Salesforce, aims to create a single data model for consumer data that is then portable
That, the companies argue, will provide more transparency and privacy controls for consumers, but the core idea here is to make it easier
for enterprises to move their customers& data around.
That data could be standard CRM data, but also information about purchase behavior and
other information about customers
Right now, moving that data between platforms is often hard, given that there no standard way for structuring it
That holding back what these companies can do with their data, of course, and in this age of machine learning, data is everything.
We want
this to be an open framework&, Microsoft CEO Satya Nadella said during his keynote at the company annual Ignite conference
&We are very excited about the potential here about what truly putting customers in control of their own data for our entire industry,& he
added.
The exact details of how this is meant to work are a bit vague right now, though
Unsurprisingly, Adobe plans to use this model for its Customer Experience Platform, while Microsoft will buildit into its Dynamics 365 CRM
service and SAP will support it on its Hana database platform and CRM platforms, too
Underneath all of this is a single data model and then, of course, Microsoft Azure — at least on the Microsoft side.
Adobe, Microsoft and
SAP are partnering to reimagine the customer experience management category,& said Adobe CEO Shantanu Narayen
&Together we will give enterprises the ability to harness and action massive volumes of customer data to deliver personalized, real-time
customer experiences at scale.
Together, these three companies have the footprint to challenge Salesforce hold on the CRM market and create
SAP, especially, has put a lot of emphasis on the CRM market lately and while that growing fast, it still far behind Salesforce.
