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Singapore Tourism Board Partners with SAP to Build Online Service for Formula 1 Event
Published on Sep 24, 2010

The Singapore Tourism Board (STB) has partnered with SAP AG (NYSE: SAP) to build an online service combining Twitter feeds and geo-tagging on, the STB’s online one-stop visitor information center. This will help visitors to the website discover Singapore and access relevant, real-time information on events, activities and promotions by the city and local merchants. With SAP® BusinessObjects™ Text Analysis software in the back end, the service will help improve the user experience on by processing tweets and filtering searches for special events and offers, listing these by specific street names, city districts and locations.

The 2010 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX will also mark the kickoff of this Web service on In the regular tourism season, merchants around Singapore can tweet about sales, parties and events. The introduction of SAP software via will offer users an enhanced experience with intelligent text analysis that will analyze messages, group them intelligently and present them in a user-friendly way.

“Singapore will once again be filled with excitement with a concentration of sights, sounds and activities taking place around the Marina Bay area during the 3-day FORMULA ONE night race and the Grand Prix Season Singapore,” said Chang Chee Pey, director, Brand Management, STB. “This collaboration to aggregate tweets on will enhance the experience of visitors to the website and put them at the center of the online buzz in the Twitter space during this season. We invite everyone to join in the conversations at #singaporeGP.”

Newly Developed SAP Software Takes Its Second Test Drive

STB will leverage best practices gained by the SAP Research organization from a similar SAP deployment of social media tools in Australia, delivering traffic information to iPhone users. Through Twitter’s standard application programming interface (API), a server accesses the tweets and sifts through them for city traffic information. The server also runs SAP BusinessObjects Text Analysis, which processes the tweets and filters out specific street names, city districts and affected locations. The server then converts the locations into geographic coordinates and saves them along with the corresponding message.

Vendor name: SAP Software
Buyer name: Singapore Tourism Board
Product name: SAP Research
Product type: CRM | CRM General Software | Infrastructure | Integration | Survey Technology | Treasury Analytics | Treasury Systems

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