Market and Competition


As the world’s biggest IT market, the North America continues to be a key driver for Software AG’s business and the largest of all its geographic sales markets for its product business. Within that market, U.S. government agencies play a crucial rolefor the business. Measured by percentage of total revenue, the EMEA, DACH, and APJ regions follow America in that order. In the EMEA region, the United Kingdom, France, and Israel are the most important sales markets; in the APG region, Australia is the top market. In addition to the geographic perspective, target markets can also be separated by industry. Governments, financial service providers, and IT are the most important customers here, followed by the manufacturing industry as well as the logistics and energy sectors.


The market for enterprise software is still in the midst of a fundamental transformation. The development ofnew business models has brought new, innovative competitors onto the scene with technology startups and former industry outsiders. At the same time, customer market power has grown. Established companies are facing major innovative pressure. In light of this situation, portfolio quality and ongoing development as well as differentiation from the competition with unique solutions are key criteria for success.

Numerous analysts confirm that Software AG has established itself as one of the world’s leading providersof digital transformation capabilities under these dynamic competitive conditions. The combination of its software and service portfolio for digitalization,automation and integration of business processes, machines, and devices is unique in the global market at this level of specialization. Software AG can provide its customers with comprehensive support for their company-wide digital transformation like no other company—from planning and integration to evaluation, analysis and automated decision-making. The Company clearly sets itself apart from the competition through its independent position, giving it an excellent competitive position in a tough software market.

Software AG’s Unique Selling Points

  • Vendor-neutral portfolio
    Software AG enables the integration of different systems and technologies from different providers—now and in the future.
  • Reliable and proven
    For over 50 years, Software AG has been a trusted partner for thousands of top companies in more than 70 countries. Gartner, Forrester and other market analysts name Software AG a technology leader every year because of its innovative power.*
  • The right size
    Software AG is large enough to support major companies and agile enough to be able to focus on individual customer requirements.

*Here you can find the latest industry analyst reports.

With these key differentiators, Software AG can addresscustomers’ growing need for custom solutions of thehighest quality. The Company is also positioning itselfin the most important growth markets with its productsfor process improvement, digital transformation and itsIoT technologies.

Software AG has established a basis for effectivemarket cultivation and higher sales productivity througha focused, scalable go-to-market model. Extending thepartner network and close collaboration with universitiesand research institutions support this direction.