Social media is a channel that creates data challenges and problems. But in this tsunami of data are  business opportunities that solutions like HANA can play an important role in.

That’s the view of Asaf Shtekler, VP for Business Development at Tracx, a social media management company in Israel. Asaf sat down with the JD-OD team at Sapphire NOW 2013 to explain why he traveled halfway around the world to build upon Tracx’s “synergetic relationship” with the SAP HANA startup program. At the time of this shooting, Tracx’s was still evaluating HANA, so we got to hear Asaf’s take during the evaluation process.

Though Asaf isn’t a techie, his company’s technicians and engineers believe that HANA’s greatest advantage is in combining an in-memory database with algorithms that make it possible to analyze sentiments and tie them to new opportunities. Since enterprises typically struggle with multiple databases, providing companies with a full spectrum of services under one roof has definite potential.

Asaf also gives his take on why SAP would want to work with Tracx, given they are already well-established with more than 400 cutomers. As for the value of the SAP Startup Program, Asaf  believes that startups like Tracx have the agility and the creativity that, for obvious reasons, is sometimes lacking in big enterprises.

Show Notes

:32 Tracx manages social activities across marketing, customer service and sales

1:00 SAP’s interest in agile innovators matches up with Tracx’s focus on state-of-the-art tech

1:53 For Tracx, HANA’s greatest strength is providing algorithms and database in one place

2:49 Why Araf came to Sapphire Now

3:49 Social media is more than hype; it’s an opportunity to solve data challenges and problems

4:54 “Synergetic relationship” between SAP and startups helps with go-to-market

5:48 Asaf: “Business is done between people, not between companies”

Disclosure: This video is part of a project commissioned by SAP to amplify startup activity and developer innovation on HANA, mobile, and the SAP cloud.