Brief: Hybris Moves Beyond Its Commerce Foundations

On February 10 at hybris' annual Customer and Partner Summits in Munich, the firm announced a new suite of marketing capabilities: SAP hybris Marketing solution, a new platform-as-a-service offering called YaaS, and a host of smaller architectural, commercial, and feature-set changes. These announcements signify a broadening of focus for hybris that extends the vendor's suite of offerings, but also changes the focus of its transactional commerce heritage. Hybris will soon be able to deliver packaged marketing capabilities to complement the existing commerce offering and add a new developer platform focused on extensibility, modularity, and speed-to-market. This places hybris in direct competition with other digital experience delivery platform providers, especially those like Adobe whose core value proposition focuses on marketing. While hybris' new marketing capabilities are unlikely to shake up the industry, the integration of these new capabilities will appeal to eBusiness professionals who have already made significant investments in the hybris commerce suite.