SAP Names New Senior VP for Middle East South

SAP, a market leader in enterprise application software, has promoted Sergio Maccotta to the role of senior vice president of SAP Middle East South. Maccotta, previously the leader of the Strategic Customer Program team for SAP EMEA South, will continue to be based in Dubai. He replaces Gergi Abboud, who has been promoted to the role of head of SCP for SAP EMEA South.

Participating as the Innovative Enterprise Software Partner for Expo 2020 Dubai, and advancing the 5-year US$200 million UAE investment plan, SAP has opened cloud data centers in the UAE and Saudi Arabia. “With a view to accelerating the nationwide innovative digital transformation agenda, I look forward to the opportunity to build on SAP’s poll position in the Middle East supported by its broad, open partner ecosystem,” said Sergio Maccotta. “The opportunity represented by the rapid growth of the Experience Economy requires a renewed focus on our customers’ business outcomes to ensure they thrive in the Fourth Industrial Revolution.”

Middle East organizations are significantly investing in customer experience and customer care by leveraging innovative AI technologies to ensure positive customer engagement. According to a recent IDC report, the Middle East will have boosted the global customer experience market to a record high of US$641 billion by 2022. A recent YouGov survey similarly showed that 96% of GCC organizations rank customer experience as an important business priority in 2020.

“It gives me pleasure to welcome Sergio Maccotta back as leader of SAP’s Middle East South team,” commented Steve Tzikakis, president, SAP EMEA South. “Under Sergio’s leadership, we look forward to further helping realise the region’s inspirational vision for Cloud-based digital transformation, backed by deep industry knowledge, and skills development with leading edge innovative technologies aimed at maximizing citizen and end-customers’ experiences.”