SAP buying experience management firm Qualtrics for $8 billion

SAP snaps up Qualtrics for $8B days before its expected IPO, will keep Seattle office

SAP, Europe's biggest technology company, has agreed to buy Qualtrics International for US$8-billion in cash, preempting the U.S. enterprise software company's plans to go public.

For the German software house, the agreed takeover provides a real-time window on the sentiment of consumers, complementing Chief Executive Bill McDermott's push from its traditional back-office products into sales and marketing.

Under the deal, SAP and Qualtrics will work together to deliver the "transformational potential" of Experience Data (x-data) combined with operational data (o-data).

Prior to today's announcement, Qualtrics was scheduled to consummate an initial public offering of its Common Stock later this week.

Smith will stay on in the job and the company will retain its dual headquarters in Provo, Utah, and in Seattle. Samsung shipped more than 300 million phones in total past year, according to TrendForce Corp (集邦科技), a Taipei-based market research firm.

Both the SAP and Qualtrics boards have approved the deal, as have Qualtrics' shareholders. Articles appear on for a limited time.

SAP wants to take a leap forward in customer relationship management, or CRM, software, which manages interactions between companies and its customers.

I feel more at peace about this than going public.

Ryan Smith will continue to lead Qualtrics.

The tech industry's newest billionaires are a pair of brothers who started a software company in their parents' basement in Utah. The company has some 9,000 customers, including about 75 percent of the Fortune 100, according to a Seeking Alpha report on the IPO plans prior to news of the SAP acquisition.

CNBC reported that SAP has been looking to add new cloud-based products as it moves away from desktop-focused software. Qualtrics is one of the best in customer feedback management but Evans wondered openly how smooth the integration would go as Qualtrics CEO Smith goes from leading the company to becoming an SAP employee. They want to deal with their customers in every channel, they want to fulfill, and that requires operational data. This is SAP's largest deal to date, topping its 2014 acquisition of Concur Technologies for $7.2-billion.

SAP's competitors include Salesforce and Oracle. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab.

Qualtrics was advised on the transaction by Qatalyst Partners and Goodwin Procter.

Over 9,000 enterprises worldwide, including more than 75% of the Fortune 100 and 99 of the top 100 United States business schools, rely on Qualtrics to consistently build products that create more loyal customers, develop a phenomenal employee culture and build iconic brands.

The company will after close become part of SAP's Cloud Business Group, though it will keep its management team and staff, branding and culture. JPMorgan Chase & Co. acted as a financial adviser and Jones Day acted as legal adviser to SAP.

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