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SAP (News - Alert) AG, a major player in enterprise application software, plans to acquire hybris, a rapidly growing and a major player in e-commerce technology.

After the acquisition is completed, SAP will be able to deliver the next-generation e-commerce platform, with the choice of on-premise or cloud deployment, as enterprises around the world seek to optimize the customer experience for businesses and consumers across an ever-growing number of delivery channels, devices and touch points.

The combination of hybris' commerce platform with the flagship in-memory platform SAP HANA, analytical and cloud applications, and the SAP Jam social software platform will give SAP a significant edge in delivering new levels of customer insight and engagement across all channels.

"hybris puts SAP on the leading edge of the consumer economy," said Bill McDermott and Jim Hagemann Snabe, co-CEOs, SAP AG, in a statement.

McDermott and Snabe said that with hybris, SAP has made a decisive move to raise the stakes in customer relationship management and define the next generation customer experience.

"hybris is a recognized leader in commerce platform technology, and the combination with SAP will enable us to deliver complete omni-channel business solutions and continue our strong growth trajectory," said Ariel Lüdi, CEO, hybris and Carsten Thoma, president and co-founder, hybris.

Lüdi and Thoma said that joining with SAP will significantly expand the scope, scale and power of hybris' commerce platform, and allow the company to deliver the next generation of customer engagement innovation across all channels.

Upon completion of the transaction, expected in the third quarter of 2013 and subject to regulatory approval and other closing conditions, hybris will operate as an independent business unit and will retain its existing management team led by Lüdi and Thoma.

Recently, SAP AG announced that Beall’s, Inc., of Bradenton, Florida, a family-owned casual lifestyle retailer, is ready to leverage the latest retail trends, improve customer experience and meet future payment regulatory requirements after installing the latest version of the SAP Point-of-Sale (SAP POS) application.