How Software AG Empowers Enterprises in the Asia Pacific to Experience True Innovation

Software AG transforms businesses and drives enterprise innovation by helping them connect and integrate everything—from applications and devices to data and clouds.

In 2019, Software AG launched Helix, its multi-year pathway to sustainable, profitable growth.

Challenge 

Throughout the Asia Pacific, there was a need to embark on a public relations campaign to strengthen and drive conversations around the new messaging and reiterate how Software AG empowers customers by giving them the freedom to choose their technology— to integrate and innovate their way.

A key challenge was to drive the global messaging across different markets in APJ through a highly localised public relations strategy and tailoring the messaging to resonate with audiences across various markets, including Indonesia and China, which have different target verticals. The new approach also entails shifting the focus from its Digital Business Platform, which has been a hero product for several years, towards API, IoT and integration.

Strategy 

PRecious Communications leveraged a mix of content and thought leadership in its public relations campaign to reinforce Software AG’s Helix messaging across the region. This involved leveraging global and regional thought leaders as the voice behind the new messaging. It helped to reiterate how Software AG provides the freedom to customers to choose their technology – to integrate and innovate their way. The thought leaders also highlighted how Software AG’s open, independent technologies help customers connect and integrate everything – from apps, IoT sensors and devices to data and clouds.

Singapore and Hong Kong

With the launch of Helix, there needed to be a change in enterprises’ perception of Software AG’s brand identity and key products. In Singapore and Hong Kong, the focus required to shift around leveraging Software AG’s strength in Application Programming Interfaces (APIs), which have especially been vital for financial services institutions to keep up with more agile fintech start-ups.

China

Given that Chinese media are not familiar with Software AG, there was a need to officially introduce how Software AG enables businesses in China to go borderless through digital transformation. It is essential to deliver the message about Software AG expanding its partner network in China to help better connect clients with Integration, API, Business Transformation and Internet of Things (IoT) solutions that accelerate innovation.

Indonesia

There was a need to strengthen Software AG’s position in the Indonesia market further and provide insights on how Indonesia is a considerable part of SEA for Software AG’s growth plans, in line with its Helix strategy. Software AG wanted to be part of the conversation around Indonesia 4.0. PRecious Communications helped create an avenue to reach critical media outlets in the Indonesia market through heavily localised story angles. This included drumming up awareness on Software AG’s innovative solutions.

ANZ

For ANZ, it was necessary to drive the focus towards APIs and IoT through the “Helix” strategy. Through strategic conversations with principal business, technology and channel media, PRecious hoped to reinforce further the point around how Software AG brings together data and devices, which serve as an enabler for digital transformation.

Malaysia

In Malaysia, Software AG focused on delving into Industry 4.0, and how this trend has been driving integration, API, IoT and analytics.

Find out how PRecious Communications leveraged a mix of content and thought leadership in its public relations campaign to reinforce Software AG’s Helix messaging across the region.

Execution 

During his Singapore visit, PRecious Communications arranged a Bloomberg interview with Software AG CEO Sanjay Brahmawar. The story angle revolved around the relevance of APIs in spurring financial inclusion across the Asia Pacific and better interconnectivity between financial institutions and fintech firms. The talking points delved around the shift in customer expectations across the banking sector. Topics included why open banking is the next frontier for financial innovation to enable fast loan approvals and seamless digital onboarding, implications and benefits of open banking, and why API management is crucial for successful implementation. Overall, the interview positioned Software AG as a leader in APIs, and how the company is dedicated to spurring the next wave of growth in the financial services sector.

In China, it was necessary to introduce Software AG and highlight its new Helix strategy, the pathway towards sustainable and profitable growth. PRecious Communications arranged a press briefing highlighting the potential of digitalisation and how Software AG is helping Chinese companies in their Industry 4.0 transformations. The briefing also highlighted how Software AG is reimagining integration, and under Helix, is aiming to bring together the digital transformation with real-time data inputs, providing customers with the maximum business insights into their data.

In Indonesia, PRecious Communications arranged a media roundtable focusing on the road towards Indonesia 4.0 and how Software AG can be a part of ongoing efforts to make Indonesia one of the top 10 largest economies of the world by 2030. The importance of Software AG’s Helix strategy in driving digital transformation through data and integration in various sectors was also highlighted.

Meanwhile, for ANZ and Malaysia, PRecious Communications arranged exclusive interviews with Anneliese Schulz, President for APJ. The discussions highlighted hybrid integration and API, along with the role of IoT and analytics in these markets. Other topics included how Software AG is keen on strengthening its strategy amidst the accelerated momentum of Industry 4.0 and digitalisation across these markets.

To ensure maximum coverage and visibility for these interviews, PRecious Communications leveraged and repurposed bylines and press releases across markets, which reinforced the messaging. 

Results

The Bloomberg TV interview with Sanjay, which was aired on 23 April in Singapore, was also featured in the Bloomberg TV and Yahoo Singapore websites. Readers and viewers reached 516,640,000 in total.

The China press briefing conducted in April 2019 around Software AG’s new Helix Strategy, was attended by 25 media, with an exclusive interview with China Daily arranged after the event. The press briefing generated 53 clips from media, including China Industrial Economy News, Business Times, and China Daily.

Indonesia’s media round table was attended by a total of 13 journalists from 12 media outlets, including tier one media such as Warta Ekonomi, Bisnis and ArenaLTE. This resulted in 13 pieces of coverage.

Exclusive interviews with ARN and iTWire were conducted during Anneliese’s visit to Australia. For Malaysia, Anneliese was featured in an interview with Enterprise IT News.

All in all, the press briefings, interviews, bylines and press releases resulted in 193 clips monitored in total across markets throughout 2019.

The public relations campaign helped Software AG to:

1. Change the conversation and lay the foundation for Helix, reinforcing the new business direction of the company
2. Have extremely localised and targeted outreach in its key markets across the Asia Pacific
3. Strengthen the new CEO profile as the face of the brand, to an otherwise unfamiliar audience across the Asia Pacific.

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