A friend send me an article about SAP’s new marketing buzz on In-Memory transactional and analytical systems and I dig deeper into the subject by discovering that the buzz on In-Memory is actually a combined effort of SAP to market its On-Demand system Business ByDesign and In-Memory database analytic product.

And I read other articles on Economist expressing skepticism on the adoption of the technology and a blog on the failure of Business ByDesign, it came to the same mentality of human being: risk-aversion. In this light, I doubt the effort to market the new In-Memory database will succeed if not supported by tremendous sales efforts on the part of SAP.

The failure of Business ByDesign internally in SAP was due to the innovation dilemma, according to Daniel Drucker, which interprets into the whole company’s reluctance to allocate resources to innovative projects that do not contribute to sales in the short-term, whose market are too small to sustain growth targets etc. -> basically risk-aversion.

Of course on the part of SAP clients with respect to migrating to Business ByDesign, they would be reluctant to change to an On-Demand system for the same risk-aversion even if sales person have promised a perfect world.

In the story of In-Memory database, the same kind of risk aversion would be present. Although Hasso Plattner insisted on the risk-free nature of the new application, SAP clients would certainly have to commit financial resources to such a disruptive project. What would be gracious of SAP is to offer clients an opportunity to try with the new In-Memory database for a certain period of time to see for themselves, if it is really risk-free… This probably would release some more demo clients. I think risk-aversion also depends on countries and cultures. Americans, for example, are more adventurous.

All in all,  we are risk-averse by nature. This applies in every kind of behavior: schools, food choices, jobs…