M&A Deal Summary

SAP Acquires Emarsys eMarketing Systems AG

On October 1, 2020, SAP acquired internet software and services company Emarsys eMarketing Systems AG from Vector Capital

Acquisition Highlights
  • This is SAP’s 8th transaction in the Internet Software and Services sector.
  • This is SAP’s 1st transaction in Austria.

M&A Deal Summary

Date 2020-10-01
Target Emarsys eMarketing Systems AG
Sector Internet Software and Services
Buyer(s) SAP
Sellers(s) Vector Capital
Deal Type Add-on Acquisition

Target

Emarsys eMarketing Systems AG

Vienna, Austria
Emarsys eMarketing Systems AG is a provider of cloud marketing software for B2C companies. Emarsys SaaS platform provides predictive and prescriptive analytics, customer intelligence, and B2C marketing automation for B2C companies – including e-commerce, internet, retail, and travel. Emarsys eMarketing Systems was founded in 2000 and is based in Vienna, Austria.

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Buyer(S) 1

Buyer

SAP

Walldorf, Germany

Category Company
Founded 1972
Sector Software
Employees108,133
Revenue 31.2B EUR (2023)
DESCRIPTION
SAP office in Downers Grove, Illinois.
SAP office in Downers Grove, Illinois.

SAP is a multinational software company that makes enterprise software to manage business operations and customer relations. SAP was founded in 1972 and is based in Walldorf, Germany.


DEAL STATS #
Overall 54 of 61
Sector (Internet Software and Services) 8 of 11
Type (Add-on Acquisition) 52 of 59
Country (Austria) 1 of 1
Year (2020) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-05-05 SAP Digital Interconnect

Wlldorf, Germany

SAP Digital Interconnect (SDI) enables enterprises to cover the “last mile” with their customers and connect businesses, people, and things in the digital economy. This is being done using SMS, e-mail, push notification, and social network channels. SDI provides cloud-based, API-driven engagement services that help mobile network operators, enterprises, and developers drive digital transformation with intelligent, interconnected, multichannel engagements. SDI has a strong customer base of blue-chip customers, including 1,500+ enterprise customers and 500 mobile operators, spanning 190 countries.

Sell €225M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2021-01-27 Signavio

Berlin, Germany

Signavio is a provider of SaaS-based business process and decision management technology services. Signavio offers a web-based solution for modeling, analyzing, and optimizing business processes and decisions. Signavio was founded in 2009 and is based in Berlin, Germany.

Buy $1.2B

Seller(S) 1

SELLER

Vector Capital

San Francisco, California, United States

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 1997
PE ASSETS 4.0B USD
Size Large
Type Sector Focused
DESCRIPTION

Vector Capital is a private equity firm specializing in spinouts, buyouts and recapitalizations of established technology businesses. Vector targets both public and private company investments. Prospective businesses typically have strong customer bases, high gross margins, and at least $30 million in sales. Vector Capital was formed in 1997, after spinning out from Ziff Brothers Investments. The Firm is based in San Francisco, California.


DEAL STATS #
Overall 30 of 33
Sector (Internet Software and Services) 7 of 8
Type (Add-on Acquisition) 17 of 18
Country (Austria) 1 of 1
Year (2020) 3 of 3
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-09-24 Leap Event Technology

Wexford, Pennsylvania, United States

Leap Event Technology is a provider of technology solutions for arts and culture organizations. Leap Event Technology’s mission is to revolutionize the ticketing industry by providing arts, culture, and live entertainment organizations with integrated world-class customer relationship management, box office ticketing, fundraising, and marketing solutions. Patron Technology was founded in 2001 and is based in Wexford, Pennsylvania.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2020-12-01 Mood Media

Austin, Texas, United States

Mood Media is an in-store media specialist that uses a mix of music, visual, and scent media to help its clients communicate with consumers with a view to driving incremental sales at the point-of-purchase. Operating through its two principal divisions; In-Store Media and Retail Point-of-Purchase; Mood Media Corporation works with more than 800 retail chains in more than 40 countries throughout North America, Europe, Asia, and Australia. Mood Media was formed in 2004 and is headquartered in Austin, Texas.

Buy -