SAP (NYSE:SAP) was one of the surprise visitors at this year’s Mobile World Congress where consumer electronics giants usually hog the limelight. SAP announced a partnership with Samsung to boost the penetration of Android smartphones and tablets in the enterprise, which is dominated by Blackberry though iPhones and iPads are making inroads.  SAP competes primarily with other giants like Oracle (NASDAQ:ORCL), Microsoft (NASDAQ:MSFT) and IBM (NYSE:IBM).
SAP Focusing on the Enterprise Mobile Software Market
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SAP will deploy Samsung devices such as the Galaxy S II and the Galaxy Tab 10.1 internally. The Android devices will run SAP’s Sybase Afaria mobile device management system, which adds additional security features on the devices and enables remote configuration and monitoring. It also enables data backup, security and encryption on the mobile devices. Sybase Afaria is already available for iOS devices.
Through the partnership, Samsung is trying to gain traction in the enterprise mobile device market, which is currently dominated by RIM with its Blackberry and to some extent by Apple’s iOS. Though SAP is now officially backing Android in the war for mobile enterprise domination, it stands to benefit even if iOS becomes the most popular enterprise mobile platform. This is because SAP also offers a mobile enterprise app store offering – SAP Store for Mobile Apps – for all major mobile platforms like Android, iOS and Blackberry. Besides cloud software and big data, enterprise mobile software is another huge market which will be its focus in 2012.
We currently have a $63 Trefis price estimate for SAP, which stands nearly 10% below the current market price.Notes: