(A software on top of its existing enterprise applications which helps them to talk to each other and to other non-SAP applications based On "Service Oriented Architectures)
But they had a big challenge of marketing this new product because the product's potential wouldn't be visible to customer until they start using it and customer were not ready to adopt it until they could feel its potential!
Early Netweaver customers were also struggling with basics and SAP neither had the reach nor the resource to train its entire customer base.
Then SAP Executive Board Member Shai Agassi came up with an "Open Source Marketing" idea:
SAP Developer Network (SDN), a creation space of forums, wikis, videos, and blogs targeting not just SAP customers but the 3rd parties where all of SAP's customers, systems integrators,developers, consultants, users and independent service vendors (ISVs) teach each other about NetWeaver(Few of them were not even on the SAP payroll)
This community grew quickly and as a result SAP was able to establish NetWeaver with its customers at minimal cost to SAP.
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