Brief: Hybris Pivots To Digital Experience Delivery Platform Strategy

On February 10th, hybris announced major changes to its portfolio. Hybris unveiled a new suite of packaged marketing capabilities, "SAP hybris Marketing solution," to complement the existing commerce offering and added a new developer platform, "YaaS" (hybris-business-platform-as-a-service), which is focused on extensibility, modularity, and speed-to-market. It also announced a host of smaller architectural, commercial, and feature-set changes. 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, application development and delivery professionals (AD&D) professionals — especially those who leverage other hybris and SAP software — should reevaluate hybris' role within their digital experience delivery stack.