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Singapore Gets Social for FORMULA ONE With SAP


Social Networking, Geo-Tagging and Text Analysis from SAP® BusinessObjects™ Portfolio Power Interactive Web Service for Singapore Tourism Board

SINGAPORE - The island nation of Singapore welcomes millions of first-time visitors each year, and the month of September will be especially busy as it plays host to the world-famous 2010 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX. The Singapore Tourism Board (STB) has partnered with SAP AG (NYSE: SAP) to build an online service combining Twitter feeds and geo-tagging on, the STB’s online one-stop visitor information center. This will help visitors to the website discover Singapore and access relevant, real-time information on events, activities and promotions by the city and local merchants. With SAP® BusinessObjects™ Text Analysis software in the back end, the service will help improve the user experience on by processing tweets and filtering searches for special events and offers, listing these by specific street names, city districts and locations. Visitors to will get their first chance to test the Web application during the FORMULA ONE night race in Singapore, September 24–26, 2010.

The 2010 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX will also mark the kickoff of this Web service on In the regular tourism season, merchants around Singapore can tweet about sales, parties and events. The introduction of SAP software via will offer users an enhanced experience with intelligent text analysis that will analyze messages, group them intelligently and present them in a user-friendly way.

“Singapore will once again be filled with excitement with a concentration of sights, sounds and activities taking place around the Marina Bay area during the 3-day FORMULA ONE night race and the Grand Prix Season Singapore,” said Chang Chee Pey, director, Brand Management, STB. “This collaboration to aggregate tweets on will enhance the experience of visitors to the website and put them at the center of the online buzz in the Twitter space during this season. We invite everyone to join in the conversations at #singaporeGP.”;

Newly Developed SAP Software Takes Its Second Test Drive
STB will leverage best practices gained by the SAP Research organization from a similar SAP deployment of social media tools in Australia, delivering traffic information to iPhone users. Through Twitter‘s standard application programming interface (API), a server accesses the tweets and sifts through them for city traffic information. The server also runs SAP BusinessObjects Text Analysis, which processes the tweets and filters out specific street names, city districts and affected locations. The server then converts the locations into geographic coordinates and saves them along with the corresponding message.

With more than 45 million Twitter users in the key markets of visitors identified by the STB, the need to involve Twitter in the Grand Prix outreach campaign was clear. SAP technology provides a platform that will allow the STB to supplement its tourism Twitter initiative to showcase tweets about the FORMULA ONE race and surrounding events on

The technology allows tweets to be aggregated based on hash tags, Twitter accounts and key words, which are then displayed in an interactive and relevant manner. This allows the user to see at a glance tweets from establishments surrounding the race line in a map visual. This Twitter aggregation platform will run directly on the campaign page of

“We are constantly looking for innovative ways to help our customers implement SAP technology; in this case, enabling Singapore visitors with useful information through familiar user access” said Krish Datta, president, SAP Southeast Asia. “This application started as a spontaneous idea, but it quickly morphed into a means to demonstrate the potential of SAP software, and is a great showcase of the flexibility of our solutions. We are excited about partnering with Singapore Tourism Board and look forward to seeing the campaign results.”

Follow the 2010 FORMULA ONE SINGTEL SINGAPORE GRAND PRIX on Twitter at @singaporeGP.

About SAP
SAP is the world’s leading provider of business software(*), offering applications and services that enable companies of all sizes and in more than 25 industries to become best-run businesses. With more than 102,500 customers in over 120 countries, the company is listed on several exchanges, including the Frankfurt stock exchange and NYSE, under the symbol “SAP.” For more information, visit

(*) SAP defines business software as comprising enterprise resource planning, business intelligence, and related applications.

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