SAP launches consumer app

   Last week, SAP launched its first consumer app, Recalls Plus.   
   Recalls Plus addresses the often cumbersome process of tracking consumer goods recalls via a new engagement system with share options and social networking. It also allows consumers to track recalls on individual products, product categories, and food allergens on mobiles.
   While doing this, SAP brings this information to consumers directly, bypassing all manufacturers and retailers with valuable product information.
   Recalls is powered by HANA, which powers many of SAP’s enterprise systems that track engagement and analytics.
   This move by SAP is part of a trend to bring enterprise apps and social interactions to consumers, as opposed to the initial trend of consumer apps entering enterprise systems. This IT shift is expected to lead to a market where more enterprise vendors, such as SAP, go after end-consumers for new products and market initiatives.
   While this move first targets a small segment of the industry, the same framework could be used for a wide variety of “high-engagement” activities. The more customizable SAP makes these activities – such as allowing consumers to setup alerts for only some goods categories in this app – the more consumers will be willing to look to SAP for information.
   SAP has set a 2015 goal of reaching 1 billion users, and the entrance into the consumer market through services like big data management, social interaction, and mobile support is expected to help the the company meet this goal. — Geoff Whiting