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SAP to Hold SAPPHIRE® 2010 Customer Conferences in Europe and U.S.


ORLANDO, Fla. and FRANKFURT, Germany - Building on the success of last year’s SAPPHIRE® 2009 customer conference in Orlando, Florida, drawing an audience of more than 18,000 people online and in person, SAP AG (NYSE: SAP) today announced that this year’s industry-leading show will be expanded to Europe. By holding SAPPHIRE 2010 simultaneously in Orlando, Florida, and Frankfurt, Germany, May 17 to 19, SAP aims to create an innovative, compelling and relevant experience that uses technology and social media to share SAP insights and innovations, and connect customers and partners around the world.

The European return of the IT industry’s premier customer conference underlines SAP’s commitment to customers as well as heightened demand for opportunities to engage with peers and SAP partners and representatives. The event continues on the heels of a major presence at the CeBIT trade fair, in Hanover, Germany, March 2-5, where Europe’s largest software company will also host a German SAP World Tour event.

As the next evolution of the successful customer conferences, SAPPHIRE 2010 promises to elevate the show’s long-standing reputation as the place to gain deeper insight into how best-run companies use SAP software to power best practices and how the SAP product road map will enable next practices. The events will use real-time connected sessions between Orlando and Frankfurt to help customers share with peers and experts at either physical location, expanding the opportunities to learn first-hand about customer successes, product innovations and industry trends.

Attendees will have faster access to more information than ever before, with information delivered via the latest interactive technologies on large-screen kiosks, where they can explore and experience innovative applications of business software by SAP, customers and partners. More than 250 partners are expected to participate in sessions and exhibit on the conference floor.

To register for the Orlando event, please visit; for registration for the Frankfurt event, please visit Again this year, SAP and the Americas’ SAP Users’ Group (ASUG) are co-locating their annual events in Orlando, where the 2010 ASUG Annual Conference also takes place May 16-19.

Follow SAP on Twitter at @sapnews.

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