• SAP survey reveals 40% of businesses currently adopting a “wait and see” approach, hoping for resumption of ‘previous normalcy’
  • Transition to becoming ‘intelligent enterprises’ extremely critical to inventing new business models and revenue streams

Singapore 20th July, 2020SAP SE (NYSE: SAP) today announced the results of its poll of 4,500 Southeast Asian business leaders, revealing the extent of COVID-19’s impact on businesses across the region, and concerns about long-term prospects.

Unveiled at the inaugural SAP Forward Together virtual event on the new reality of businesses, the survey revealed that 40% of the businesses polled are still adopting a “wait and see” approach in response to the pandemic.

SAP reaffirms its goal to help Southeast Asian businesses “innovate and transform” to elevate their competitiveness in a post-COVID-19 world.

In a wider context, this will help ASEAN maintain its status as one of the world’s fastest-growing markets supporting consumers and businesses. The digital era is evolving into an ‘intelligent’ one whereby businesses are facing mounting new challenges amidst digital disruption and new rules to the game. Winning companies are those that transform through innovation, more so in today’s ‘digitally disruptive’ world compounded by the Covid-19 pandemic.

Rachel Barger
Rachel Barger, President & Managing Director, SAP South East Asia at the Forward Together virtual event

“The Covid-19 pandemic has resulted in the world economy going through a period of ‘reset’ for the ‘rebound’. The race for competitiveness has already started again, and countries that sprint forward now will leave others trailing behind,” said Rachel Barger, President & Managing Director, SAP South East Asia.

“For countries and companies that are complacent with a ‘wait and see’ attitude, they would be left behind – and may even become ‘irrelevant’.” she said. “As businesses re-calibrate their strategies for the long-term, it is crucial to shift away from an expectation to revert to normalcy as before. In a new reality, intelligent enterprises can ‘do more with less’, deliver best-in-class customer experience, build resilient supply chains, while inventing new business models and revenue streams.”

Implications of COVID-19 on SEA businesses

Majority of regional business leaders (63%) surveyed have already seen changes in customers’ purchasing behaviour and motivations since the start of 2020, although 21% of businesses are unsure or lack insight on changes in their customer’s needs. Amidst this shift, organisations are still moving conservatively with their digital transformation efforts, with many adopting a protective stance with the mindset that disruption from COVID-19 will pass in due course.

Although businesses have pivoted their operations towards e-commerce and online selling, smaller businesses still worry over implementation costs of digital platforms and juggling operations to meet the sudden influx of demand. Around 20% of businesses foresee a need to adapt their customer experience strategies to meet evolving expectations and needs of customers across platforms.

Supply chain and operations are also other aspects that businesses are keeping a close watch on, with 22% of businesses expecting significant change in the future. Alongside changing customer consumption patterns, supply chains have shifted in the wake of safe-distancing measures of lockdowns, leading to a stop-go pattern in business-to-business operations.

As businesses make sense of the new post-pandemic economic reality, worries and uncertainty over the long-term prospects of growth and survivability has emerged as the foremost concern. Over 80% of regional businesses leaders surveyed expect significant/massive impact to change their business model or operations, with just 1% expecting “business-as-usual” in the long run.

With business-as-usual no longer an option, regional business leaders are adjusting organizational priorities  with a focus on business transformation (21%), enhancing customer engagement (15%), making business processes more efficient (14%), ensuring business continuity (12%), and supply chain resilience and redefinition (9%).

According to the Boston Consulting Group, high-performing companies who successfully tackled crises and major economic downturns demonstrate a similar pattern, that have allowed them to emerge as winners during and after past recessions. High-performing companies who managed to improve their top-line and bottom-line positions adopt a proactive approach, using the downturn as an opportunity to drive large-scale transformation like digitalization.

Accelerating business transformation in a post COVID-19 world

Prior to the COVID-19 crisis, the drivers of technology were focused on cost reduction and productivity. The goal was to make well run businesses run better. As we adapt to the new realities caused by COVID-19, the roles of technology will have to evolve to:

·    Achieve resiliency – to steer your company through challenging times with agility

·    Deliver profitability – with transparency across both the top and bottom line, supporting business growth and increased productivity and

·    Act sustainably – by reducing carbon footprint, minimizing waste and transitioning to the circular economy

We can all start now to build our journey towards an Intelligent Enterprise to greatly reduce the impact of this crisis, while helping ASEAN businesses to innovate and transform into winning companies. For example:

  • Intelligent technologies can be used to provide real-time visibility into the availability of raw materials, people and assets.
  • Artificial Intelligence and Machine Learning can be used to constantly reassess and re-plan activities.
  • Robotic Process Automation can be used to automate labor intensive activities, and focus our workers on more value-added and efficacy-driving activities.

SAP’s efforts to lend a helping hand

To support business continuity through these challenging times, SAP has opened up access to selected technology solutions.  

As a result, SAP is providing free access to SAP Ariba Discovery, the world’s largest business network until December 31, 2020, so any buyer can post their immediate sourcing needs and any supplier can respond to show they can deliver. Free access to Qualtrics Remote Work Pulse has also helped organizations understand how their employees are doing and what support they need as they adapt to new work environments.

Additionally, businesses can also access the SAP Value Lifecycle Manager, an industry benchmark tool that supports businesses to measure, monitor and optimize value across their enterprise. To help businesses go digital and transform into intelligent enterprises, the SAP Experience Center Singapore provides an innovative space for businesses to deep dive into the latest technologies like AI, Big Data and data intelligence on the cloud to develop solutions tailored to the organization’s unique challenges.

Moving forward together in the Philippines


Speaking at the Forward Together virtual event, John Gonzales, PLDT Vice President and Head of Enterprise Digital Solutions says, “Traditional practices never changed, primarily because they served their purpose. And it took a pandemic like COVID-19 for businesses to rethink how to transform those practices to digital engagements. Fortunately, advancements in technology have allowed industries to adapt to new ways of working and learning.“

With the help of SAP digital solutions, PLDT initiated the Day Zero Program, a framework to reimagine, reshape and redefine the new normal for customers. Its key components enable companies to empower their employees by affording them with the means to remain productive and access office systems remotely.

John also adds that companies realize the importance of an ERP now more than ever given that it provides an environment to streamline operations. “An ERP system reduces the complexity of running a business, especially during these times. The value of an ERP system is that it provides a foundational infrastructure that allows your business to maintain operational efficiency—leading to better workforce collaboration. It can also provide you with insights that lead to more strategic decisions.”

Edler Panlilio, Managing Director of SAP Philippines echoes the need for helping companies rebound in these challenging times.“At SAP, we have the expertise to support enterprises in 25 industries where we have empowered various customers to confront many challenges. Our mission at SAP is to help Filipino businesses run better and improve the lives of Filipinos. With SAP opening access to complimentary solutions to help companies during this unprecedented time, we believe we can help support in the recovery.”

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About SAP

As the Experience Company powered by the Intelligent Enterprise, SAP is the market leader in enterprise application software, helping companies of all sizes and in all industries run at their best: 77% of the world’s transaction revenue touches an SAP® system. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. SAP helps give people and organizations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want – without disruption. Our end-to-end suite of applications and services enables more than 440,000 business and public customers to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, SAP helps the world run better and improve people’s lives. For more information, visit www.sap.com.