SAS Updating Its Analysis Applications

SAS Institute Monday is expected to unleash seven new versions of its analysis applications as it tries to expand its customer base. SAS, the largest privately held software company in the world with well over $1 billion in revenue, is releasing new versions of its supplier-relationship management and marketing-automation apps. The releases coincide with SAS CEO Jim Goodnight's scheduled keynote address at the National Center for Database Marketing conference next week in New Orleans.

Jim Davis, chief marketing officer for SAS, says this is latest step in the company's evolution from a product-based company known for its data-mining and statistics tools to one specializing in more broad-based business-intelligence applications. Davis says the company has invested heavily in refining applications that increase revenue and cut costs by using legacy data to predict future behavior of customers, suppliers, and other market forces. "These are all examples of us pouring more R&D dollars into existing products that we believe bring value to customers," he says of the updated releases.

Davis says the company's timing is fortunate in that the recession has forced customers to look more closely at analysis software. Two years ago, he says, there wasn't much interest in supplier-relationship management, but "a downturned economy shines a light on this kind of app." Current customers will get the updated line as part of their subscription relationships with SAS, but the releases really are targeted at new customers, Davis says. Other updated applications include those focusing on strategic performance management, financial management, human resources, and information management. All are available now except for the HR application, which will debut next month. Starting prices range from $50,000 for the HR app to $500,000 for the marketing-automation app.

Current Analysis analyst Michael Schiff says releasing the products in conjunction with one of the most important database conferences is a good move. Schiff says coordinating the news with Goodnight's keynote will give the upgrades strong visibility with a well-targeted audience. He also says the breadth of the releases indicates that SAS is doing a better job of bridging its products to expand market share. Says Schiff, "The gentle giant is getting more aggressive."