LAS VEGAS, Oct. 22, 2013 /PRNewswire/ -- SAP AG (NYSE: SAP) today entered a new era of beauty, power and simplicity with advances on three fronts, all aimed at enhancing the overall experience with the SAP HANA® platform. A visually appealing, intuitive and intelligent user experience with SAP Fiori™ apps, simplified cloud-based deployment options for the infrastructure of SAP HANA and powerful new features in service pack 7 (SP7) for SAP HANA are all intended to address the needs of the real-time enterprise for customers, developers, startups and partners alike. The announcement was made at SAP® TechEd, being held October 21-25 in Las Vegas. (Logo: http://photos.prnewswire.com/prnh/20110126/AQ34470LOGO) "It is incredible to see thousands of customers, startups, partners and developers, as well as more than a million students, touching SAP HANA every day," said Dr. Vishal Sikka, member of the Executive Board of SAP AG, Products & Innovation. "With this latest release of SAP HANA, we enhance our users' experience with beautiful design and simplify access to all the powerful new features of the platform. We are achieving the unprecedented ability to calculate in real time things that were previously unimaginable with SAP HANA on 10,000 CPU cores. This is quite literally making the impossible possible. This is the 'SAP HANA Effect' and it is changing the landscape of IT." SAP Helps Customers Create Beautiful Apps, Launching Design Services Based on the success and demand for SAP Fiori, SAP is now launching user experience (UX) design services to help customers take advantage of the "design thinking" approach. The services will consist of a team of professional designers working alongside customers in an innovative and collaborative model with real end-user participation to develop compelling user experiences across any app or solution. The team will bring together innovative design methodologies, including design thinking, user research, interaction design and visual design, to create end user-focused business scenarios and apps. The team will work with customers to extend existing SAP solutions with new user interfaces, to co-innovate and to wholly create new apps and solutions. "We have the tools and technologies to support a user-centered design methodology," said Ben Salter, head of Enterprise Architecture and Application Development, Valero Energy. "Now we have to change the way we engage. Design skills are rapidly becoming the premium." Doing More With Less: Simplifying the Custom Application Development Experience With SP7 for SAP HANA, the open application development experience is planned to be broadened and is intended to be language-agnostic. Developers shall be able to take advantage of the core data services (CDS) and pre-packaged data quality libraries to foster reuse and rapid development. Furthermore, SAP HANA smart data access technology has been enhanced with the capability to write, and has been extended to include sources such as Oracle and Microsoft SQL Server. Smart data access also provides tighter Hadoop integration via Hortonworks. To further expand the use of data, SAP has also added the ability to create custom text analysis dictionaries for processing unstructured data the way business applications need it.