Customer identity and access management (CIAM) represent a unique opportunity for SAP to establish a strong foothold against key competitors, an SAP spokesperson wrote in an email to Digital Daily News.
“Gigya brings a wealth of skills and expertise that will significantly enhance the SAP Hybris Profile solution and allow us to take leadership of the emerging customer identity and access management market,” said SAP Hybris President Carsten Thoma, adding that he believes Gigya brings a wealth of skills and expertise that will enable the SAP Hybris Profile solution to "take leadership of the emerging customer identity and access management market."
Gigya manages about 1.3 billion customer identities to build identity-driven relationships for its enterprise clients. The company's technology enables companies to manage customers’ profile, preference, opt-in and consent settings, with customers maintaining control of their data. Customers opt in and register via Gigya's Registration-as-a-Service, which addresses changing geographical privacy issues and manages compliance requirements such as the upcoming General Data Protection Regulation (GDPR).
Gigya's commerce, sales and marketing services allow marketers to personalize campaigns across all media.
The integration will allow SAP Hybris leverage permission-based identity data to build one consumer profile across all channels. It also allows companies to manage privacy and consent for regulatory compliance.
Gigya's more than 300 employees will join the SAP Hybris division. The company is based in Mountain View, California.
The transaction is expected to close in the final quarter of 2017, subject to regulatory approval. Goldman Sachs & Co. LLC acted as the exclusive financial advisor to Gigya.