Monetizing Mobile Applications in the SAP Ecosystem
I have had conversations this month with several SAP ecosystem veterans about this topic. They remembered conversations several years ago when SAP was quoting full PULs (platform user licenses) for each mobile user. That did not go over well. They have since revised that number down, down, down, but now you have mobile micro-applications that just expose little segments of value to users. How is this going to be monetized by SAP. There is value for micro-applications vendors and end users for using SAP functionality on an iPhone, but how should it be priced? How can it be monitored?
SAP’s goals are also to extend SAP functionality to consumers’ smart phones in a B2C model. An example would be an iPhone enabled catalog that is hosted on SAP. It may include inventory updates, shopping carts/order entry, shipment tracking, etc. How does SAP monetize consumer applications that are developed by mobile application vendors?