Institut Straumann AG


  • SAP CRM Sales 2.0 with integration in SAP CRM
  • Distribution rules determine which data is transferred to which device
  • Employees can request current customer dossiers and have them sent as PDFs per email
  • Adhering to defined business process steps for sales processes is enforced
  • Customer specific CRM extensions are reflected in the iPhone app
  • Support of 7 languages
  • Rollout with over 800 users worldwide


Straumann, headquartered in Basel, Switzerland, is a global leading company in the field of dental implants as well as restorative and regenerative dentistry. With market shares of around 20%, they are the largest provider of dental implants worldwide. Straumann Group employs about 2.500 employees. Their services and products are sold in over 70 countries.

Field sales representatives should have access to customer information without having to get out and turn on a laptop computer. Since the users are often in hospital buildings or regions without cellular connectivity, the information should also be available offline on their existing iPhones.

ECENTA implemented the project using SAP CRM Sales 2.0, combined with SAP Sybase Unwired Platform (SUP) and the existing SAP CRM 7.0. To provide optimum support to customer specific sales processes, the iOS-app was adapted to the CRM-backend extensions. The distribution rules in SAP NetWeaver Mobile ensure that employees only receive relevant information on their devices.

Through the use of SAP CRM Sales, field sales representatives are now able to use their time more efficiently. Sales processes are maintained more precisely. Up-to-date data is now always available at customer visits and important information is automatically transferred to SAP CRM afterwards.

"Together with ECENTA AG we have implemented one of the first, large scale projects with SAP CRM Sales 2.0. The feedback of the first pilot users have been continuously positive, so that we now have equipped over 800 employees in 21 countries with this mobile solution." 

Markus Jakobi
VP Head Process Excellence & Applications