Bangkok, Thailand – April 10, 2025
The United VARs Annual Meeting officially commenced on the afternoon of April 7 in Bangkok, marking a significant milestone as the first-ever Annual Meeting held in Asia. This historic occasion brought together participants from over 50 countries, highlighting the alliance’s expanding global reach and its commitment to strengthening regional collaboration.
Over the four dynamic days, the event provided an engaging platform for members to exchange insights, strategies, and innovations—not only focusing on the latest developments in SAP technologies, but also on the future vision and strategic direction of United VARs as a global alliance.
Key Themes: Regional Strength, Strategic Alignment, and Global Innovation
The agenda was thoughtfully curated to encourage both structured learning and informal collaboration. Regional roundtables provided deep dives into localized challenges and opportunities, while solution showcases highlighted cross-border innovations and the impact of United VARs’ combined expertise on a global scale.
Beyond the keynotes and latest SAP updates, a standout highlight was the opportunity for members to participate in dedicated one-on-one sessions with SAP leadership and solution experts. These personalized engagements enabled deeper conversations on market-specific challenges and co-innovation possibilities—reinforcing a stronger, more strategic alignment between SAP and United VARs members.
“A great annual meeting of United VARs CLG in beautiful Bangkok this year... There is undoubtfully no alternative when it comes to geographical coverage, combined with SAP expertise and references across all sectors. Thanks to have SOA PEOPLE in the steering committee—see you all next year for the 20 years anniversary!” — Vincent Simioni, SOA PEOPLE
Day-by-Day Highlights
Tuesday, April 8
The day began with Detlef Mehlmann and Alexander Herfort presenting updates from United VARs Managing Directors, followed by SAP’s briefing on partner strategy and global channel insights.
“Feeling energised United VARs CLG and Alexander Herfort. Count on all the support from SAP. You are truly relevant in the new Suite First and AI First Era. Let’s strengthen the joint GTM.” — Utkarsh Maheshwari, SVP & Global Head of Partner Sales & Services, SAP.
AWS, as a solution partner, delivered a session on cloud strategy and hosted a hands-on workshop exploring pre-production automation.
Regional roundtables continued through the afternoon, followed by compelling customer use case presentations from member companies: Detaysoft, CTAC, Birchman, and Netizen.
“We are proud to be part of this amazing community and to share our knowledge and experience during this annual meeting!” — CTAC Team.
SAP provided updates on GROW with SAP, hosted a panel discussion, and shared the latest on SAP Business Technology Platform (BTP) and AI integration.
“What an amazing event, Alex and team! I could feel the energy and collaboration (and who doesn't enjoy a Tuk Tuk ride!). Wishing United VARs and all members continued success for the rest of 2025.” — Nick Jennings, Global Partner Strategy & Business Development, SAP.
The evening culminated in a celebratory Awards Night, where outstanding United VARs members were recognized for their achievements in 2024:
- Edraky – Competency Framework Award
- Netizen – Innovation Award
- Dynasys – Best Performance Award
- Netizen – Community Award
- Syntax – Capacity Build Award
A particularly meaningful moment came when Jaya Singh Thomas, Founder and Chief Functionary of Chaithanya Mahila Mandali, joined Detlef Mehlmann on stage to reflect on the CSR project accomplished in India. The initiative focused on supporting vulnerable children, showcasing the social impact possible through our collective efforts.
This heartfelt presentation served as a reminder that corporate social responsibility (CSR) is not just an initiative—it is a core part of the United VARs DNA, reaffirmed year after year.
Wednesday, April 9
The day began with a Members’ Assembly, followed by updates from SAP on RISE with SAP, SAP Joules, and the future of AI with Joule Studio.
Solution partner GlueData presented on Data Device Transformation, while the afternoon featured a CoE Roundtable covering topics such as BTP, Cloud ERP, HXM, Marketing, GAMs, and Customer Success.
Solution partner Soterion shared insights on SAP License Optimization and strengthening the business case for RISE with SAP.
Customer success stories from United VARs members—including Derga, KBJ, and Red Point—highlighted achievements in GROW with SAP implementations and AI-driven reporting solutions.
“It was a pleasure to be invited to the event and to share our Joule Studio strategy. Thank you for hosting me — I’m excited about our future success with AI!” — Maria Kondratyeva, Product Manager, Joule Studio, SAP Build.
Heartfelt Thanks
United VARs extends a warm thank-you to SAP for its strategic presence and to all its speakers, including Jitu Agrawal, Peter Moore, Peter von Linstow, Axel Meinke, Andrew Davis, Sebastien Lebre, Maria Kondratyeva, Christine Evans, and especially Utkarsh Maheshwari for his visionary partner keynote.
A special thanks to our co-host and member, Netizen Co., Ltd., and to Seree Satukijchai and the entire Netizen team for their exceptional hospitality and support throughout the event.
A Community That Energizes
“Answerthink is excited to participate in the United VARs Annual Meeting 2025 in Bangkok!” — John McGrath, Managing Director of Answerthink and United VARs Director
“Looking forward to meeting with colleagues and friends from United VARs in exciting Bangkok! I always return reenergised and motivated from this event.” — Martin Van Wyk, Managing Director, Westrocon
#AM25 was about reconnecting and building new bridges — showing once again that we are truly #StrongerThanOne. Stay tuned as United VARs celebrates its 20th anniversary in 2026—with even greater global collaboration on the horizon.
About United VARs
United VARs is a global alliance of SAP solution providers mainly serving the mid-market. With over 70 members in 100 countries, the alliance supports all types of SAP rollouts and integrations worldwide.
United VARs was founded in 2006 when a group of SAP Value-Added Resellers came together in Hanover, Germany to discuss how we could help customers deal with their business objectives across all of their operations internationally. Our vision was, and is, to provide customers with in-country partners familiar with local and legal requirements, and with specific industry knowledge.
stronger than one