SAP presents Embrace, the technology programme to facilitate the transition to the cloud

Launch of “Embrace”, the program promoted by SAP in partnership with the tech giants, Microsoft Azure, Amazon Web Services (AWS) and Google Cloud, as well as partners for global strategic services (GSSP). The program aims to facilitate the transition to SAP S/4HANA in the cloud, with numerous benefits for customers from the point of view of the platform, the software and in general the technological infrastructure of SAP.


SAP’s goal is to provide its customers with a unique project to support the transition to smart enterprise. With the move to SAP S/4 HANA in the cloud, customers are offered the opportunity to increase business competitiveness through well-established market practices and smart access to technology services. An articulated and integrated path that has as its outlet the industry of the future.

"Our customers are very clear about the business results they expect to achieve by migrating to the cloud - explained Jennifer Morgan, president of Cloud Business Group and executive board member of SAP, in an official note - and among these there is operational excellence and innovation".”. “"Working together with hyperscalers and partners for global strategic services, we are in a privileged position to define with our customers the best ways to become smart businesses,"Morgan concluded.

Among the expected benefits for customers, SAP highlights "shorter business negotiations, simplified teams and faster and safer implementations".

As explained by a note released by SAP, the "Embrace" program focuses on the following elements:

  • Solutions: basic services available on the SAP Cloud Platform to enable integration, orchestration, and extension of SAP systems and third-party applications for cloud or on-premises environments;
  • Reference architecture: a jointly developed technical project that incorporates the SAP and hyperscaler components needed to run customer applications;
  • Market-proven practices: a road map jointly created and validated by the market for SAP S/4HANA for different sectors, built with hyperscalers and global strategic service partners
  • New SAP Maxattention services and SAP Activeattention services: integrated services to support customers using a hyperscaler’s cloud or hybrid infrastructure.

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