A German software pioneer focused on businesses that is expanding into cloud computing.
January 2020
Who hasn’t heard of ‘real-time computing’? It’s the achievement that became prevalent in the 1970s that meant computers could process to a deadline rather than be queued for batch processing at a later time. Among those that exploited the development was a German company called Anwendungen und Produkte in der Datenverarbeitung that was started in 1972 by five men who foresaw the value that business would place on technology.
Systems Applications and Products in Data Processing, as the name translates into English, or, better still, SAP, has come a long way since its founders, spearheaded by current chairman Hasso Plattner, developed software for real-time data processing that could be sold to many businesses as their central system.
SAP, based in Walldorf near Frankfurt, which earned 25 billion euros in revenue in fiscal 2018, is now one of the world’s leading providers of software for businesses. The company’s ‘enterprise resource planning’ software forms the nerve centres of businesses because it runs core ‘back office’ processes. SAP software manages analytics, customers, financials, human resources, payrolls and supply chains and brings in more than 80% of revenue. A recent focus of SAP’s has been to steer clients to cloud-based software. So successful is SAP, the company’s software is used by more than 425,000 customers in more than 25 industries and over 180 countries.
Nearly 50 years after its founding, SAP is well positioned for the future for five reasons. The first is that the company enjoys entrenched market positions in core enterprise applications and business intelligence software, especially among large companies in developed countries. These companies are likely to stay with SAP – the company enjoys low annual customer attrition rates – because switching costs are high. Businesses can’t easily change software providers because it is tightly coupled with their business processes, often through customisation, and switching to a different software provider is risky and costly.
A second advantage is that SAP software products are world-beaters. They have been honed over time so they can work across departments within a company, throughout industries and in any location. A third advantage is that SAP has built a global sales and support network that few can match. Another plus is that the company enjoys economies of scale in research and development.
Lastly, SAP is well positioned to benefit from the accelerating uptake in cloud computing. These reasons help SAP generate significant excess returns and regular dividends for shareholders. The company, first listed in 1988, is likely to keep its shareholders happy for a while yet.
Challenges remain, of course. SAP faces strong competitors such as Oracle, Workday and Salesforce.com. The company has expanded its cloud portfolio largely through acquisition rather than organically. Executive turnover has been high recently. This was highlighted when CEO Bill McDermott resigned unexpectedly in October after 10 years in the role during which time he effected the drive into cloud computing. (McDermott was replaced by two co-CEOs, which is not an uncommon practice at SAP.)
But SAP didn’t become Europe’s most valuable tech company by market value without reason. The company has sustainable competitive advantages in growing IT segments that position it well to deliver for investors in coming years.
The cloud spree
SAP enters 2020 with myriad goals. The company wants to push its users onto its next-generation enterprise-resources planning software (called S/4HANA), expand the adoption of its broader software suite, triple its cloud business by 2023 and expand margins. On the latter point, the company is hoping to increase its operating margin, which stood at more than 30% in the second quarter of fiscal 2019, by 100 basis points a year until 2023.
To jumpstart the formation of a formidable cloud business, SAP has spent more than US$25 billion buying cloud-related companies since 2011. Companies bought include the first target, human-resources-based SuccessFactors for US$3.4 billion, expense-management firm Concur Technologies of the US for US$8.3 billion in 2014 and US$2.4 billion on sales-performance management provider Callidus Software in 2018. The most controversial purchase was the US$8 billion acquisition in 2019 of Qualtrics International, a US firm that sells customer ‘experience-management’ software, which SAP hopes will augment its back-office software as well as help it compete with the likes of Salesforce.com.
While SAP faces a challenge in integrating these assets, SAP’s cloud computing business is thriving judged on sales numbers – revenue rose 38% (before currency impact) last year to five billion euros.
An added impetus for future sales is that in October SAP announced a new three-year partnership with Microsoft. In this arrangement, the company started in 1975 by Bill Gates and Paul Allen becomes a SAP preferred hyperscale partner and will resell SAP Cloud Platform alongside its Azure portfolio.
The tie-up is appropriate in the sense that it links two computing pioneers founded in the 1970s that are still giants of the IT world today.
Sources include company filings and website, Bloomberg and Hoover’s, a Dun & Bradstreet Company.
Important Information: This material has been produced by Magellan Asset Management Limited trading as MFG Asset Management (‘MFG Asset Management’) and has been prepared for general information purposes only and must not be construed as investment advice or as an investment recommendation. This material does not take into account your investment objectives, financial situation or particular needs. This material does not constitute an offer or inducement to engage in an investment activity nor does it form part of any offer documentation, offer or invitation to purchase, sell or subscribe for interests in any type of investment product or service. You should read and consider any relevant offer documentation applicable to any investment product or service and consider obtaining professional investment advice tailored to your specific circumstances before making any investment decision.
This material may include data, research and other information from third party sources. MFG Asset Management makes no guarantee that such information is accurate, complete or timely and does not provide any warranties regarding results obtained from its use. Statements contained in this material that are not historical facts are based on current expectations, estimates, projections, opinions and beliefs of MFG Asset Management. Such statements involve known and unknown risks, uncertainties and other factors, and undue reliance should not be placed thereon.
Any trademarks, logos, and service marks contained herein may be the registered and unregistered trademarks of their respective owners. This material and the information contained within it may not be reproduced, or disclosed, in whole or in part, without the prior written consent of MFG Asset Management.
How to invest
Magellan offers two market-leading strategies, global equities and global listed infrastructure. Find out how easy it is to invest in the world’s best companies, as chosen by Magellan’s experts.
Global equity products
You buy from the world’s best companies, so why not invest in them? Magellan offers a range of highly-rated global equity funds, containing some the world’s best companies that we believe are positioned to benefit from long-term investment tailwinds.
Infrastructure: Supporting you every minute of every day. Our range of top-rated global listed infrastructure funds are positioned to generate inflation-protected, stable yet solid returns.
By clicking “I Agree” you represent that you are a ‘wholesale client’ under section 761G of the Corporations Act 2001 (Cth) (the “Act”). Further, you represent that you will not directly or indirectly disseminate information contained on this website to a ‘retail client’ within the meaning of section 761G of the Act.
This website contains general information only and does not take into account any person’s investment objectives, financial situation or needs. Nothing contained in the website constitutes a solicitation, recommendation, endorsement or offer to buy or sell any securities or other financial instruments.
Important Legal Information: The information contained in the Institutional section of this website is not intended to constitute:
any offer for sale or subscription of securities to the public in New Zealand in terms of the Securities Act 1978 of New Zealand (the 1978 Act) (or any statutory modification or re-enactment of, or statutory substitution for, the 1978 Act). Accordingly, no prospectus or investment statement for the purposes of the 1978 Act has been produced in respect of the information contained in the website and the information does not contain all the information typically included in a registered prospectus or an investment statement under the 1978 Act; or
the provision of "financial advice" under the Financial Advisers Act 2008 (the 2008 Act) (or any statutory modification or re-enactment of, or statutory substitution for, the 1978 Act).
By clicking "I agree," you agree that you have read the terms detailed below and confirm that:
1) you:
(i) are an "habitual investor" for the purposes of section 3(2)(a)(ii) of the 1978 Act. "Habitual investors" are persons whose principal business is the investment of money or who, in the course of and for the purposes of their business, habitually invest money; or
(ii) otherwise fall within one of the other categories set out in section 3(2)(a) of the 1978 Act, meaning that you are not a member of the public for the purposes of the 1978 Act; or
(iii) you are acting for a person described in (i) or (ii); and
2) you are a "wholesale client" for the purposes of the 2008 Act.
The information contained in the Institutional section of this website is intended only for institutions that are both (i) habitual investors or otherwise fall within one of the other categories set out in section 3(2)(a) of the 1978 Act and (ii) "wholesale clients" under the 2008 Act. Such persons shall be referred to as "institutional investors" herein. Persons who are not institutional investors should not review the information contained in the website. This website is supplied on the condition that it is not passed on to any person who is not an institutional investor.
Nothing on this website constitutes investment, legal, business, tax or any other type of advice. The information on this website does not take into account the particular financial and investment objectives, circumstances and needs of any person. Information on the website is not intended for investors in any jurisdiction in which distribution or purchase is not authorized.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.You are solely responsible for evaluating the risks and merits regarding the use of the website and any services provided within. Nothing contained in that website constitutes a solicitation, recommendation, endorsement or offer to buy or sell any securities or other financial instruments.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am an Institutional Investor and that I wish to proceed.
Information contained in the Institutional section of this website is not intended for institutional investors in any jurisdiction in which distribution or purchase is not authorised.
The information is intended for institutional investors and consultants to institutional investors and is published for informational purposes only. The information is directed at informing persons falling within one or more of the following categories:
1) A government, local authority, or public authority;
2) A bank or insurance company;
3) A pension fund or charity;
4) An individual who is a "qualified client" under the Investment Advisers Act of 1940 and has experience in investment, financial and business matters to evaluate the risks of investing in securities;
5) Persons whose ordinary activities involve or are reasonably expect to involve them, as principal or as agent, in acquiring, holding, managing or disposing of investments for the purpose of a business carried on by them;
6) Persons whose ordinary business involves the giving of advice, which may lead to another person acquiring or disposing of an investment or refraining from so doing.
Persons who do not fall into one of the above categories should not review the information contained in this site.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am an investment professional as that term is defined in the Handbook of the Financial Conduct Authority ("FCA") or that I am acting for an investment professional.
Information contained on the Institutional section of this website is not intended for investors in any jurisdiction in which distribution of the information or purchase is not authorized or permitted.
The information is exclusively intended for, and directed at, investment professionals and advisers to investment professionals. Any products and investment services that are referenced on this website are only available to, or will only be engaged in with, investment professionals. Investment professionals will usually fall within one or more of the following categories (terms used have the same meaning as in the FSA handbook):
1) An authorised person;
2) An exempt person;
3) A government, local authority (constituted in any jurisdiction) or an international organisation;
4) Any person whose ordinary activities involve him in carrying on an investment activity;
5) A person who is acting in their capacity as a director, officer or employee of the above.
Persons who do not fall into one of the above categories, or who do not otherwise constitute investment professionals, should not read or rely on the information contained on this website.
The information provided on this website is for information purposes only and nothing on this website constitutes investment, legal, business, tax or any other type of advice.
Any performance data shown represents past performance. Past Performance should not be taken as an indication or guarantee of future performance, and no representation or warranty, express or implied, is made regarding future performance. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the risks associated with investments generally and the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am an "Accredited Investor" and that I wish to proceed.
Information contained in the Institutional section of this website is not intended for accredited investors in any jurisdiction in which distribution or purchase is not authorized.
The information is intended for accredited investors and consultants to accredited investors, and is published for informational purposes only.
The term "Accredited Investor" is a defined term under the Canadian Securities Regulation and includes Institutional Investors, such as banks, insurance companies, trust and loan companies, and pension plans. It also includes individuals provided they meet certain net worth or income thresholds. For more information, refer to National Instrument 45-106 of the Canadian Securities Administrators or consult your legal adviser.
Persons who do not fall into the definition above should not review the information contained in the site.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am an "Institutional Investor" and that I wish to proceed.
Information contained in the Institutional section of this website is not intended for institutional investors in any jurisdiction in which distribution or purchase is not authorized.
The information is exclusively intended for, and directed at eligible counterparties or professional clients as defined under the German Securities Trading Act. For more information, consult your legal adviser.
Nothing on this website constitutes investment, legal, business, tax or any other type of advice. The information on this website does not take into account the particular financial and investment objectives, circumstances and needs of any person. Information on the website is not intended for investors in any jurisdiction in which distribution or purchase is not authorized.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
You are solely responsible for evaluating the risks and merits regarding the use of the website and any services provided within. Nothing contained in that website constitutes a solicitation, recommendation, endorsement or offer to buy or sell any securities or other financial instruments.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am an "Institutional Investor" and that I wish to proceed.
Information contained in the Institutional section of this website is not intended for institutional investors in any jurisdiction in which distribution or purchase is not authorized.
The information is intended for institutional investors and consultants to institutional investors, and is published for informational purposes only. The information is directed at non-retail clients falling within one or more of the following categories:
1) A government, local authority or public authority;
2) A bank or insurance company;
3) A pension fund or charity;
4) An individual who provides one or more investment services on a professional basis;
5) Persons whose ordinary activities involve or are reasonably expect to involve them, as principal or as agent, in acquiring, holding, managing or disposing of investments for the purposes of a business carried on by them;
6) Persons whose ordinary business involves the giving of advice, which may lead to another person acquiring or disposing of an investment or refraining from so doing.
Persons who do not fall into one of the above categories should not review the information contained in the site.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am an "Institutional Investor" and that I wish to proceed.
Information contained in the Institutional section of this website is not intended for institutional investors in any jurisdiction in which distribution or purchase is not authorized.
The information is exclusively intended for, and directed at institutional investors, accredited investors and expert investors as defined under the Securities and Futures Act (Singapore) (“SFA”) For more information, refer to the SFA or consult your legal adviser.
Nothing on this website constitutes investment, legal, business, tax or any other type of advice. The information on this website does not take into account the particular financial and investment objectives, circumstances and needs of any person. Information on the website is not intended for investors in any jurisdiction in which distribution or purchase is not authorized.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
You are solely responsible for evaluating the risks and merits regarding the use of the website and any services provided within. Nothing contained in that website constitutes a solicitation, recommendation, endorsement or offer to buy or sell any securities or other financial instruments.
Important Legal Information: By clicking "I agree," the user agrees that I have read the terms detailed below and confirm that I am a "professional investor" as defined under the Securities and Futures Ordinance of Hong Kong (the “Ordinance”) and any rules made under the Ordinance, and that I wish to proceed.
Information contained in the Institutional section of this website is not intended for institutional investors in any jurisdiction in which distribution or purchase is not authorized.
The information is exclusively intended for, and directed at, professional investors as defined under the Ordinance and any rules made under the Ordinance or as otherwise may be permitted by the Ordinance. For more information, refer to the Securities and Futures Commission of Hong Kong or consult your legal adviser.
Nothing on this website constitutes investment, legal, business, tax or any other type of advice. The information on this website does not take into account the particular financial and investment objectives, circumstances and needs of any person. Information on the website is not intended for investors in any jurisdiction in which distribution or purchase is not authorized.
Performance data shown represents past performance and is no guarantee of future results. Investment return and principal value fluctuate so your investment, when sold, may be worth more or less than the original cost; current performance may be lower or higher than quoted. Investors should be aware of the increased risks associated with investments in foreign/emerging markets securities, high yield securities and smaller companies.
You are solely responsible for evaluating the risks and merits regarding the use of the website and any services provided within. Nothing contained in that website constitutes a solicitation, recommendation, endorsement or offer to buy or sell any securities or other financial instruments.
Thank you for your interest. We are committed to expanding our institutional website to meet the needs of our global investor base. We do not, however, have content approved for your location at this time. For additional information please email institutional@magellangroup.com.au
Important Information
This document does not constitute an offer of units in a Magellan Fund in any jurisdiction other than Australia or New Zealand (or in jurisdictions where it is lawful to make such an offer). Applications for units in a Magellan Fund from residents outside of Australia and New Zealand may not be accepted.
By clicking on the "I Confirm" button below you are confirming that you are a resident of Australia or New Zealand (or that you are acting on behalf of a person who is a resident in one of those jurisdictions).
