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Edited Transcript of SOW.DE earnings conference call or presentation 29-Jan-20 8:30am GMT

Q4 2019 Software AG Earnings Call

Darmstadt Feb 5, 2020 (Thomson StreetEvents) -- Edited Transcript of Software AG earnings conference call or presentation Wednesday, January 29, 2020 at 8:30:00am GMT

TEXT version of Transcript

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Corporate Participants

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* Arnd Zinnhardt

Software Aktiengesellschaft - CFO & Member of the Management Board

* John Schweitzer

Software Aktiengesellschaft - Chief Revenue Officer & Member of the Management Board

* Otmar F. Winzig

Software Aktiengesellschaft - Senior VP & Head of IR

* Sanjay Brahmawar

Software Aktiengesellschaft - Chairman of the Management Board & CEO

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Conference Call Participants

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* Alastair P. Nolan

Morgan Stanley, Research Division - Research Associate

* Charles Brennan

Crédit Suisse AG, Research Division - Research Analyst

* Gautam Pillai

Goldman Sachs Group Inc., Research Division - Equity Analyst

* Knut Woller

Baader-Helvea Equity Research - Analyst

* Michael Briest

UBS Investment Bank, Research Division - MD of Global Technology Research Group & Head of the European Technology Research

* Sven Denis Merkt

Barclays Bank PLC, Research Division - Equity Research Analyst

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Presentation

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Operator [1]

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Ladies and gentlemen, thank you for standing by. I am Haley, your Chorus Call operator. Welcome, and thank you for joining the Software AG Financial Results Q4 2019 Conference Call. (Operator Instructions)

I would now like to turn the conference over to Otmar Winzig, Head of Investor Relations. Please go ahead.

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Otmar F. Winzig, Software Aktiengesellschaft - Senior VP & Head of IR [2]

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Thank you, Haley. Good morning, ladies and gentlemen. Welcome to Software AG's Analysts and Media Telephone Conference and Webcast on Preliminary Fourth Quarter and Full Year 2019 Results.

Last night, Software AG has preannounced preliminary results for the reported quarter and fiscal 2019. This morning, we also have published a presentation used in this call.

Today's call will start with CEO, Sanjay Brahmawar; followed by our Chief Revenue Officer, John Schweitzer; and finally, CFO, Arnd Zinnhardt. The presentations will be followed by a Q&A session. Our Board members, Elke Frank and Stefan Sigg, are also on the call to answer your questions. We will try to keep this call in the regular 1-hour time frame to cover as many of your questions as possible.

Before we start, there are some housekeeping remarks. This telephone conference will also be broadcast via web, access to the webcast via our Investor Relations website. The webcast will display the PowerPoint presentation related to this call. The same slides are on our website for download. After the presentations, you may ask questions. Please use only the dial-in phone number for posting questions. The dial-in numbers are also published on our website. For technical reasons, we cannot take any questions via email during the conference call.

The call and the webcast will be recorded and available for replay later today.

With respect to capital market regulations, I would like to make the following safe harbor statement. Statements and presentations made in this course of the conference call and webcast include forward-looking statements based on the beliefs of Software AG management. Such statements reflect current beliefs of Software AG management. Such statements reflect current views of Software AG with respect to future events and results and are subject to risks and uncertainties. Actual results may vary materially from those projected here due to factors, including changes in general economic and business conditions, changes in currency exchange, the introduction of competing products, lack of market acceptance of new product services or technologies and changes in business strategy. Software AG does not intend to assume any obligation to update these forward-looking statements.

Statements and presentations of this call webcast constitute neither an offer nor a recommendation to subscribe or buy in any other way securities of Software AG or any of the companies that are members of the group at present or in the future nor does it form part of such an offer, and it should not be understood as such.

Statements and presentations of this webcast do not constitute an offer of sale of securities in the United States of America. Securities may not be offered or sold in the United States of America without registration or extension from registration in accordance with the U.S. Securities Act of 1933 in its currently valid form.

Thank you for your patience. Now let us start. I hand over to Sanjay Brahmawar, the CEO of Software AG. Sanjay?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [3]

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Otmar, thank you, and hello, everyone. There's a lot of ground to cover today you'll have seen in our results and the new 2020 guidance we issued overnight. Before we dive into details, I want to take a moment to set the scene. Almost 1 year ago, we launched Helix, our plan to transform our company and create a sustainable, profitable future for Software AG. It's a bold plan for a big challenge, the challenge of investing and working with clarity to address underinvestment in our product, sales force and go-to-market; the challenge of building a new partner ecosystem to help us scale and grow; the challenge of transforming our culture and pivoting ourselves towards growth. This transformation is working. Everything I have seen in 2019, in our transformation, in our energy, in the wins we are securing and in the way we have risen to our challenges makes me believe that we are as right to be bold today as we were 12 months ago. I am proud of our team and proud of the progress we have made.

The investments we made in 2019 have started to pay off and further clarify our way forward. This clarity underpins our belief that now is the right time to make further investments in 2020 without losing sight of our medium-term goals. It also helps us understand where and how to make that investment. We exit year 1 having laid a strong foundation for our future. We have a clear market opportunity in front of us, and we have a team that is match-fit to chase and convert it. If we invest now to back our strengths and capture a market in takeoff mode, we believe we have the opportunity to deliver higher sales growth earlier than planned.

2019 has seen us focus our investment around 4 major work streams: product clarity, go-to-market effectiveness, our shift to subscription and turbocharging our partnerships. More than 95% of the work we set out has been done on track and has the potential to really move the dial on our momentum in 2020.

We have bought -- brought clarity to our product set. It was already best-in-class, but too broad, too complex. Now best-in-class is better still and simpler to sell. We have dramatically simplified our offering, reducing 900 individually priced features and functions to 40 simple and easily understood bundles.

We have created cloud offerings for every product set, and our customers love what we are doing. Our product NPS is up to plus 40 for 2019 and plus 44 for Q4, both record highs.

The new clarity around our product message has helped us significantly improve our sales effectiveness. There is hunger in our teams, and we are shaking up the competitive dynamic of our sector. Our EMEA and APJ businesses are [both] now growing double digit. We now have a North American business which is stable, predictable and ready for growth. Globally, we have won 342 new logos this year, representing 42% year-on-year growth, and in the process, displaced competition from IBM, PTC, Apigee, MuleSoft, TIBCO and others to make a major impact in our market.

We have changed how we sell, transitioning with purpose to subscription. You can see the impact of these efforts in the new KPIs we introduced at our Capital Markets Day last year. For the full year 2019, our DBP business, including Cloud & IoT, delivered 51.5% of its bookings through subscription and SaaS, up from 26.5% last year. 21% of its revenue is now subscription and SaaS, up from 11% last year, and ARR here grew 10% year-on-year.

We have also invested in changing who we sell with. We started 2020 working hand-in-hand with fantastic partners like Adobe, Microsoft, AWS, Deutsche Telekom and others. The power of these partnerships is beginning to show through in revenue with our first deals with Adobe Marketo OEM closed in Q4. Early days, but each one a brand-new logo for us.

None of this has been easy or without challenge. No transformation of this magnitude ever is. But we are now a business that's fitter, sharper and hungrier for growth in every way. During 2019, we have seen the theory of Helix begin to translate into practice. I believe that the right thing to do in 2020 is to back our conviction, take advantage of our position and turn the hunger into real momentum and impact.

Our products, our sales hunger, our subscription model and our partner alliances all align with the way our market is moving. After 12 months of intense learning and focus, our people now think in the way our customers think. Elke Frank, our CHRO, and her team have started a tremendous cultural shift within our organization, pivoting to a new mindset across the company, something she will talk more about at our Capital Markets Day next week.

What we and our customers are now thinking about is change. Since 2000, 50% of the Fortune 500 companies have been acquired, merged or declared bankrupt. The world has changed, and now they must change too. In 2020, analysts expect global public cloud to grow by 17%. They also expect hybrid cloud to grow at a CAGR of 23% in the 5 years to 2023. KPMG tells us that enterprises have received the biggest budgets for 15 years to transform, automate, implement IoT and tackle cybersecurity. This world of change is where we sit, and our products have a real role to play right at the center. As digital transformation gathers pace, our own transformation inside Software AG has positioned us to take share, innovate and expand our customer footprint.

I'm going to come back to 3 specific 2020 opportunities for us before we move to the Q&A.

For now, let me move for a moment to the 2019 numbers. Against a backdrop of a year of significant transformation, today, we are reporting a solid full year performance in line with our expectations for the group. Group revenue and group product revenue both grew 1% year-on-year at constant currency. That's a solid performance against a backdrop of significant transformation in our business. Group EBIT was down 7%, as expected, with good cost control. And we delivered a non-IFRS operating margin of 29.2%, right in the middle of our guidance range.

At this point, I do have to acknowledge that our IoT performance was weaker than we had liked, up 38% year-on-year at constant currency, but not the growth we have pushed for. As we grow our IoT business from a relatively small base, we remain dependent on the timing of certain anchor deals to make our numbers in each quarter. Our Q4 performance in IoT saw a growth of 16% which was held back by the slippage of one very large deal into Q1 of this year.

That deal, another landmark 5-year IoT agreement, has now been signed. It is an agreement with Schindler, the industry-leading elevator and escalator manufacturer. Schindler will adopt our Cumulocity IoT platform to connect more than 1 million devices and serve more than 1 billion users globally. Schindler is putting its trust in us to automate and customize innovations on a massive scale. I see this as another landmark step forward for our IoT business and a major show of faith in our industrial IoT capabilities. We fought hard to win it too, beating competition from IBM and others.

In 2019, our pitch to help companies democratize their data secured us 79 new logos in IoT. In Q4, we saw new logo gains across all parts of our footprint. In DACH, we landed a new IoT mandate with TRAiLAR, a groundbreaking solar transportation solution developed by Deutsche Post DHL. Cumulocity will serve as the data backbone to a solar panel and battery-powered fleet that is central to DHL's target to achieve zero emissions by 2050.

In North America, Swiftlabs joined our IoT customer list, selecting Cumulocity to help drive significant unit sales of a wireless IoT cellular platform in 2020. BSA in Australia chose to work with us too, combining Cumulocity and webMethods.io to collect, analyze and act on vast quantities of data across its building and system footprint.

And remember, our IoT sales strategy isn't just about land, it's also about expand. NTT Communications, a Cumulocity customer since 2017, agreed in Q4 to white-label Cumulocity IoT as the foundation for its NTT Things Cloud. It also licenses our device connectivity and device management products as well as our streaming analytics, Cumulocity IoT Edge, and most recently, the new Cumulocity IoT DataHub solution. It's wins like this that remind me and make me a firm believer in our ability to drive IoT growth in momentum.

Looking at our IoT pipeline also gives me comfort. Our IoT pipeline is strong, both in terms of its absolute size and in terms of the quality and scale of opportunity within it. To qualify that for you, our 2020 IoT pipeline is now larger than ever, in fact, well over EUR 100 million. We are seeing deals make up a meaningful portion of the pie. As the only vendor in the market that can offer IoT capabilities, integration and integration flow technologies all woven together as one, I'm excited about our ability to continue growing in IoT, particularly with the market now beginning to ignite.

So having built our foundation in 2019, 2020 for us is all about momentum. We can see our plan is working in product, sales and go-to-market, in our partner ecosystem and in subscription. With the wheels turning and our path becoming clearer, I believe we are now in a unique position to bring forward some of the benefits of our transformation.

To achieve that, we believe it's the right time to increase key investments in our sales efforts, helping us reinforce and enhance our presence in key regions. We need to respond to the success we're having on subscription, investing to accelerate the buildout of our customer success function. We need to put more resource into marketing, helping our teams continue their contribution to our newly energized pipeline. And with fantastic partners now in place, we also need to bring forward investments designed to truly activate our channel in a growing market.

You will have seen these investments captured in our revised guidance for 2020 and our target for the medium term. Crucially, we expect these investments to lead to higher growth rates in our 2020 top line metrics than previously forecast. Conditions are such that these investments should allow us to capture more market share and grow faster in year 2 of our transformation than first thought. The decision to invest now behind this growth opportunity has an impact on our 2020 margin guidance, but we believe this short-term investment of margin is right if we are to deliver on our medium-term potential.

You will also note some changes to our guidance metrics, reflecting the business we have become. We will now guide on 4 KPI metrics going forward, one that remains a constant, our non-IFRS EBITA margin, and 3 that are new. These new metrics will not chart revenue in our 3 business lines, instead, they will chart bookings, the true way to measure our momentum as we evolve our subscription story.

For 2020, we anticipate DBP, ex IoT bookings, plus 10% to plus 15% year-on-year growth; IoT and cloud bookings, plus 40% to plus 60% year-on-year growth; A&N bookings, minus 3% to plus 3% year-on-year; and non-IFRS EBITA margin, 20% to 22%.

Looking further ahead out towards 2023 and the medium term, we're also updating our targets to reflect the inputs and outputs of our accelerated investments. We are revising our target for growth in our Digital business from 10% of CAGR to approximately 15% CAGR. Our recurring revenue target within our digital business of 85% to 90% remains unchanged. Our free cash flow and consistent dividend policy guidance is also unchanged. And as we invest to accelerate top line growth, our medium-term operating margin target is revised from 30% to a corridor of between 25% and 30%. These are investments targeted at growth. On the basis of the planned investments outlined today, we now target group revenue to cross the EUR 1 billion mark in 2023.

Let me now turn to the wider business. As you know, our Helix strategy is segmented into 3 key pillars, which we call Focus, Execution and Team. I have spoken in the past about these 3 pillars as distinct areas of work. The reality is that we enter 2020 in a much stronger position because of the mindset and the momentum these 3 work streams together have created.

I talked earlier about our products, and I could talk about them all day. In 2019, we brought new innovation to market every single quarter, increased our development velocity by 37%. Our product leadership was recognized in 10 rankings by Gartner and Forrester. But good product alone means nothing. When we launched Helix, I was clear that the transformation we wanted to lead would be different from those of the past. This transformation would yield real behavioral change, and nowhere has that change been clearer than in our go-to-market execution. This has been a major lift, but we've made major progress.

John Schweitzer's efforts have given us a much more agile sales engine with which to target our 2020 goals. I want him to say a few words about this now and give a sense of where he's going to take the go-to-market in 2020.

Over to you, John.

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John Schweitzer, Software Aktiengesellschaft - Chief Revenue Officer & Member of the Management Board [4]

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Thank you, Sanjay, and hello, everyone. 2019 was a year of consolidate and expand the sales and go-to-market organization of Software AG. As a result, we've seen extremely good performance in EMEA, consistency in our APJ business and new stability and predictability in North America.

The importance of our North America progress can't be underestimated. During 2019, we had dealt with historic underinvestment in the region, moved away from negative behaviors hampering growth and developed a pipeline we can trust. As Sanjay said, we now feel we can trust the business to deliver the plan or better. How we sell has an expected -- has a direct impact on our ability to win in this marketplace as well as landmark wins in the first 3 quarters with the likes of Michelin, Novo Nordisk, National Cancer Institute and FIFA. During Q4, we continued to take market share from our competitors and improved our ability to win.

In integration and API management, we won contracts with Fujitsu and Siemens for our cloud-enabled webMethods.io offering. The agreement with Fujitsu in APJ will see us facilitate the integration of its business applications with those of its third-party vendors. Siemens has chosen webMethods.io also as its Hybrid Integration backbone for its global MindSphere rollout.

Also during the quarter, we were proud to expand our relationship with Estes, a leading truck operator in the logistics industry. We enable them to deliver end-to-end transportation and customer logistics solutions. We're already a mission-critical provider to this long-standing integration customer. However, we are now providing our IoT solutions to them to help track their assets and other container attributes as they move their fleets around the world.

In business transformation, we expanded our relationship with Australia Post as it seeks to increase the level of automation in its systems and processes. And we also expanded at Suncorp, supporting a number of significant business architecture and strategic planning initiatives.

In A&N, we continue our strong performance, expanding our agreement with Nissan, which already uses Adabas technology to manage its spare parts system, manage its vehicle quantity requirements and run its dealer auction systems. These wins give us significant momentum into 2020, but they also inform me of where go-to-market efforts must go next.

First, there's no doubt that the subscription model is helping us to be even more competitive. In fact, customers expect this contracting approach. Having played catch-up here in 2019, it is now helping us run right to the front of the pack on deals we couldn't access before. Looking forward, we will continue to step up our investments in delivering subscription sales, testing particularly in our customer's success function and how we price and package our solutions.

Second, we will be working to accelerate our demand gen. As we fill our closed pipeline, I believe we're really on to something with these changes in our market approach, something Paz Macdonald, our CMO, will talk to you more about at the CMD.

Last quarter, we talked about 40% contribution coming from marketing qualified leads. In Q4, that mark hit nearly 50%. Continuing to invest in targeted customer messaging, value-based selling and a more robust end-to-end lead flow is critical to our continued success.

And third, we'll seek to ignite our partner channel to help unlock the power of these new routes to revenue. During 2019, we began to work productively with a host of hyperscaler partners. These are organizations with which we can have -- we can scale meaningfully together as a provider of choice to supplement or enable their existing offerings and grow together in the process. We are now working hand-in-hand with the industry's most visionary names: Adobe, Microsoft, AWS, Dell, Deutsche Telekom, ADAMOS and others, who have all put their faith in us because they know what we can do. These relationships already -- are already beginning to bed down and take off. The relationships with Microsoft and Adobe in particular have already started to show initial proof points.

With Microsoft, our focus is to help their customers move applications and other workloads to Azure quicker. The customer value proposition is strong, and the combined sales teams have already built a pipeline of more than $20 million in Q4 alone. I expect to close the first deals in this quarter.

And with Adobe in Q2, we announced a strategic partnership to help companies transform their customer experience by bringing together customer data across multiple enterprise systems into Adobe's Experience Platform. As a first proof point of this customer value proposition, we launched a certified connector that integrates the user's SAP service cloud solution or sales cloud solution with Adobe Marketo Engage, establishing a direct connection between the customers' data and Adobe's customer experience management tools. Consumer demand has driven this innovation. The pipeline is building and I'm very happy to announce the first deals have been closed in Q4 2019.

We also continue to expand our influence in the areas of Industry 4.0, joining the Open Industry 4.0 Alliance in August and continuing to build our position as a leader within ADAMOS.

Our Cumulocity solution now underpins more than 60% of ADAMOS' IoT applications and growing stable of open, leading-edge IoT solutions for adaptive manufacturing.

Look, all of this is a great source of confidence as we build towards our medium-term goal of generating a meaningful portion of our overall revenue from our partner base. I intend to increase our investments in activating this channel in 2020, something we'll give more detail on at our Capital Markets Day next week.

Now let me hand over to Arnd, who will cover the 2019 financials in more detail and also add his technical perspective to our outlook. In particular, he can help you understand the different layers of investment as they relate to our margin guidance.

Over to you, Arnd.

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [5]

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Thank you, John. Good morning, ladies and gentlemen, and a warm welcome to our conference call also from my side.

In the following, I would like to focus on the analysis of Q4 and fiscal year 2019. For total fiscal year 2019, our results can be summarized as follows: Adabas & Natural showed a fantastic year, and we experienced a growth of 3% of product revenue. This corresponds to the upper end of our guidance, which was positively adjusted after 3 months in the year. Adabas & Natural license even showed a growth of 7%.

Our annual recurring revenue, ARR, is an important metric for our transformation. You know that. We grow ARR close to 10% for total digital. As expected, during the year, the digital business was heavily influenced by our restructuring process in North America. Over the full year, we saw a decline of 3%, which is within the ballpark of our adjusted guidance.

At the end of the day, we must admit that our Cloud & IoT performance was disappointing. However, over the year, we saw a growth of 38%. Also, we noticed a strategic deal slipping into Q1, Sanjay mentioned that already, and as we speak, this deal is closed.

All parameters regarding net asset position and liquidity are in line with our expectations, such as cash flow, balance sheet ratios and net income. As you can imagine, I'm very happy to report that the operating margin is at 29.2%, which is north of the midpoint of our guidance range.

After these opening remarks, I would like to guide you through the numbers.

Over the course of the year, we saw a continued tailwind of EUR 16.5 million in total due to a slight euro weakening against the U.S. dollar. Based on our revenue mix, all other currencies affected the stated numbers only to a minor degree.

As expected and communicated, the DBP license business recorded a result below last year's level. The EMEA region contributed a strong growth, which was healthy indeed, while the restructuring in North America remains ongoing and as John explained, on track. For maintenance, DBP, excluding Cloud & IOT, we grew by 3% for the quarter and 3% -- sorry, 4% for the quarter and 3% year-to-date, in line with the license performance. The revenue development for the last 3 months confirms the revised fiscal year 2019 outlook we gave in the summer.

In 2019, digital, excluding IoT and cloud, showed a decline of 3%, which corresponds to the midpoint of our revised guidance.

Regarding ARR, our positive development keeps marching on. In 2019, we were able to achieve a growth of 10% and pushed the number to EUR 340 million. This number puts us on track in our journey towards a business model that is driven by a high portion of recurring revenue.

While for the entire year, we continue to see sales and marketing spend at a higher level, plus 7%, we observed a slight reduction for the quarter, in line with less sales commission being paid. The R&D expenses were up for the year as well and increased by EUR 4.5 million due to further investments into IoT and cloud R&D teams.

Let me close the analysis of this chart by referring to the cost of sales. This expense line increased by 12% for the year and 19% for the quarter because of our growing SaaS cloud business driving the related hosting cost up.

Now on to Cloud & IoT. Even though IoT/Cloud grew by 38%, it showed a weaker performance than expected. As Sanjay mentioned, we were not able to close some major leads, which led to a stated revenue below guidance. As we would expect, IoT/Cloud is mainly driven by new logos. Therefore, we still do face a certain lumpiness here. On the positive note, we are winning projects that are strategic to our customers, like the ones that slipped into Q1. Sometimes, it requires a bit more time on our part to convince the respective organizations.

2019 was a great year for Adabas & Natural and as expected, we closed the year in this segment at the upper end of our guided -- adjusted guidance with a growth of 3% year-on-year.

Maintenance, the indicator for customer loyalty, showed a growth of 1% net of currency year-on-year, an outstanding performance and a direct result of our hard work we have done in recent years.

Additionally, costs are well under control for the quarter and for the last 12 months. Consequently, the margin remained on a very high level, around 70%, resulting in a segment result of close to EUR 160 million.

Professional service business line performed as expected over the final months of the year. The focus in this segment remains on supporting our strategic license projects and simultaneously closing monetary profitability. With a segment margin of 12% for the year, I can present again a pleasing result. The flattish revenue was in line with our expectation as we cut back on nonstrategic services and shift resources to enhance implementation and partner support for our core products.

As you may know, we have a big consulting organization in Spain, which generates a total turnover of approximately EUR 40 million. While we are delivering high-quality services, major parts of that business are outside of our core offering. In line with our communication 1 year ago as well as in line with our new strategy, we have now sold the Spanish service operation to a Spanish consulting company, which will operate as an implementation partner for Software AG moving forward.

I am very happy to announce that together with our new partner [over there], we can: a, continue to deliver support for our customers at a very high level; and b, we have found a partner who will share our business values. They will give our employees a good new home and the possibilities for growth in their individual careers, which is compelling.

Closing. Now -- and the transaction is expected mid-year 2020. Under this assumption, the revenue impact will be around EUR 15 million to EUR 20 million for fiscal 2020. On this note, I want to ensure our Spanish customers that we will, without any question, support them with our local Spanish product team also moving forward. We, as the Board of Software AG view Spain to be a relevant, interesting market that we want to continue doing business in.

During the first year of our transformation, total revenue showed a growth of 1% of currency. Our increased investments into sales and marketing, predominantly in North America in central marketing, led to higher expenses of EUR 20 million or 6% for fiscal 2019. In addition, R&D expenses were up by EUR 7 million year-to-date, mainly driven by an increase in R&D workforce of more than 100 FTEs.

Despite the higher cost and thanks to our strong Adabas & Natural business line, we were able to achieve an attractive EBIT performance. The overall margin development for 2019 is in line with the expectation we shared with you at the beginning of the year.

Equally, the development of our operating margin was well in the range of our expectation. For the quarter, the delta between IFRS EBIT and operating EBITA amounts to EUR 80 million, which may be termed as normal pattern. All in all, this leads to a margin which is north of the midpoint of our guidance.

The operating cash flow in 2019 developed as expected. Due to investments in conjunction with Helix, the operating cash flow remains lower than in 2018 but remains at a consistently high level.

The balance sheet, I can be short and crisp. As usual, our balance sheet is solid. In the interest of time, I will not give any comments. But obviously, I'm happy to answer any questions, if necessary.

Before coming to my closing remarks, I would like to make some technical remarks regarding the guidance of 2020. The market success of a company must be derived from the customers' adoption of its products. In this context, the development and the consumption model of its product is irrelevant. However, honoring IFRS standards, the mode of deployment determines the point in time when revenue is recognized. Perpetual licenses are recognized upfront. Subscription licenses for the first period of commitment and Software as a Service contracts are recognized pro rata.

So it becomes obvious that IFRS revenue is not the best metric to measure sales success when using a mixed license model. Therefore, we introduced bookings as a new KPI to track customer adoption and to measure sales success. The way we define booking is a normalized 3 years commitment of a customer for our products. It does not make any difference whether the customer consumes the products as a perpetual license, a subscription or as a service.

In our Capital Market Day next week, we will dig into the concept in far more detail. However, to give you a first sneak view and to enable you to start building your models, let me give you 2 further explanations.

Number one. Based on the assumption that the split between perpetual, subscription and SaaS is approximately 50, 40, 10 based on total bookings and the percentage of subscription with a 1-year cancellation clause compared to subscriptions without a cancellation option and therefore with an upfront license booking is assumed to be roughly 50-50, group product revenue should be flattish in 2020. And secondly, we assume that Adabas & Natural will remain predominantly perpetual.

Ladies and gentlemen, just a personal note at the end. I joined Software AG 18 years ago and one of the first analyst studies I read in those days, written by the then young financial analyst, Gregory Ramirez, quoted, "Conditions far from excellent for Software AG." I took the challenge. And at that time, a lot of other analysts like Adam Wood, Knut Woller, Stacy Pollard, only to name a few, started challenging me.

Some of your financial institutions from the year in 2002 no longer exist today. But you, as professional individuals, accompanied Software AG and me all the time. After 72 quarters, ups and downs, some thousands of meetings and calls with more than 5,000 people, countless kilometers on the road or miles on the road, in the air and on the rail, some sleepless nights and sometimes hard times, I want to thank you all, investors and analysts, for keeping an eye on me and for your encouraging and of course, sometimes challenging words. I enjoyed the interaction with you. Many conversations gave me food for thought and drove decisions I made. I have loved it.

Many thanks also go to my colleagues and friends here in Darmstadt and all around the globe for supporting me over the years. And special thanks to Otmar. Happy birthday, Otmar.

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Otmar F. Winzig, Software Aktiengesellschaft - Senior VP & Head of IR [6]

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Thank you.

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [7]

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Who was my teacher at the beginning, supported me over the years and was a mirror of the financial market in uncounted discussions, especially when the quarter did not meet mine and your expectations and was instrumental to win all the investor relations awards we received over the years. Many thanks to you all. Goodbye for now, and hopefully Auf Wiedersehen.

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [8]

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Arnd, thank you very much. I just want to take a moment to recognize all Arnd has contributed to Software AG in his 18 years with the firm. He has been a source of energy, expertise and leadership to many and a true partner to me. He will be the same partner to Matthias as he helps bring him on board.

So to conclude, the key takeaway from today's call should be that we are going to deliver growth in 2020 and invest in building momentum towards our Helix ambitions. We are a stronger business with a clear market opportunity in front of us. Earlier, I had promised to highlight 3 particular opportunities I see open to us in 2020. So let me close on those now.

First, there is the connected customer experience, connected customer enterprise. For 50 years, quality, consistency and reliability have been key differentiators in our industry. Not anymore. Instead, customer experience is the starting point of all product and service redesigns. Our work for Smart City Dubai proved that we know this and that we are able to position webMethods as the backbone of a plan to make Dubai nothing short of the happiest city on earth.

Second, hybrid cloud and multi-cloud. Cloud isn't easy or straightforward. Platform polarization creates real challenges for global companies. Multi-cloud is going to be the new norm. And on-premise will, for some applications, remain the standard. All of this complexity makes a thin independent integration layer critical to success in the cloud. This is what Walgreens has already trusted us to provide. That is why Microsoft partners with us to speed its Azure migrations.

Third, there is operational excellence. The lifeblood of modern enterprise's data managing, analyzing and learning from that data is a key challenge for all businesses. They only benefit from the data if they use it to learn quickly from customer insights and respond to them to stay ahead. To do this, they need to democratize their data so that the whole business can utilize it, not just a team of data scientists. This is what Cumulocity, our IoT platform, is doing for Nordex, optimizing its wind turbine operations through predictive analytics. It's also where ARIS is helping Outokumpu, Europe's largest stainless steel producer, to improve its operations through data-driven process mining. So 3 key drivers of opportunity, 1 stronger organization ready to target them, 1 strong product set with skin already in the game.

With that, I'll hand back to Otmar for the Q&A.

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Otmar F. Winzig, Software Aktiengesellschaft - Senior VP & Head of IR [9]

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Thank you, Sanjay. Thank you to all the Board members that presented here. This took a bit longer than normal. It's a special day, obviously. But I promise you, you get the 30 minutes of Q&A. Operator, Haley, please, would you repeat the procedure so everybody can get in?

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Questions and Answers

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Operator [1]

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(Operator Instructions) And the first question comes from the line of Alastair Nolan of Morgan Stanley.

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Alastair P. Nolan, Morgan Stanley, Research Division - Research Associate [2]

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I've got 3 quick ones, please. Firstly, on the IoT deal, which moved into the first quarter and you've now closed, could you just confirm or maybe provide some more detail, would you have hit your guidance range of 75% to 125% had that deal closed in 4Q?

And then secondly, on the bookings metrics you've provided, you mentioned it's a normalized 3-year commitment. Is that essentially then converting it into what would be a 1-year number?

And maybe, Arnd, could you just touch on the assumptions around the splits that you were making and also confirm that you said group product you expect to be flat?

And then just finally, on the upgraded guidance for DBP on the midterm basis, 10% to 15%, given the -- this division has been, I guess, we haven't seen all that much of an acceleration in growth just yet, what has given you kind of the confidence to upgrade that midterm guide? And also, what kind of time frame are we talking about?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [3]

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So hi, Alastair. It's Sanjay. I'll take the first one just to explain because I recently have just been with the CEO and completing the deal. This is a significant deal for us. Very important one, as you know, we were working on in Q4. It is big enough to be able to sort of cover majority of the gap that we would have had. As we progress into Q1, we will give you more details on this. But we are very pleased and very proud to be chosen by Schindler as their global partner.

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [4]

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Okay. I take note of the next ones.

Booking normalized for the year, so the number that we have in the guidance is the 3 years' numbers, Alastair. Let me just give you one example how we calculate that, and that basically, I'll give you 2 examples. The first one is a perpetual license of 5 years, let's assume that. Then we basically take the total contract value, which is a 5-year contract, obviously, based on my example. Then we divide it by 5 years and times it by 3 in order to normalize that into 3 years, yes?

On the other side, if we would get a 2-year contract and we know that we have a high retention rate of our customers, we would divide this 2 years' deal by 2 and divide -- multiply it by 3, so to also to take into consideration that the deal will be renewed after that time. So it's always normalized on 3 years.

Group product flat. That is correct. I just confirm that based on the assumptions that I gave in my presentation, and once again, I just repeat them. So the perpetual, subscription and SaaS has a split between 50 perpetual, 40 subscription and around 10 of SaaS. And out of the 40 subscription, 50% has no cancellation rate, and the other 50% has a cancellation rate of 1 year.

And digital growth, I think, goes to you.

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [5]

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Yes. So Alastair, back onto your question on digital and what's giving us the confidence, I would say 3 things really. Number one is pipeline. Pipeline is exceptionally strong. We can see that our coverage in the pipeline is way above the 3 mark. We are obviously targeting to get to 4. But we are very strong on our pipeline. IoT pipeline, I already gave you the number, it's EUR 100 million already. So number one.

Number two is the wins that we're having in the market, so competitive wins really. We beat Apigee at Michelin. We beat -- and we are replacing TIBCO at Hellmann. We beat IBM at Schindler. So these wins are giving us a lot of confidence that our capability in integration and API management and covering the hybrid landscape is really strong. And number two, it is the only independent -- true independent layer that companies can buy.

And the third one is really about the strengthening of the sales team and what John talked about. This trend in the go-to-market, this stability in the go-to-market and this improvement of average sales per seller is what is giving us confidence that we will be able to drive this DBP growth now finally for ourselves. Thank you.

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Operator [6]

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The next question comes from the line of Michael Briest of UBS.

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Michael Briest, UBS Investment Bank, Research Division - MD of Global Technology Research Group & Head of the European Technology Research [7]

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A couple for me as well. Just in terms of the guidance framework, you've talked us through the bookings expectations there, Arnd. I mean from a revenue point of view, I thought you were going to be putting this 1-year cancellation in, so even if the customer signed a perpetual or subscription deal, you would be, in the P&L at least, taking that as 1 year.

Can you explain what your assumptions are on the -- or whether that is the case and therefore the revenues will be 1-year subscription deals for the 40% that you're assuming there?

And then secondly, on the margin outlook, earlier in the year -- earlier in 2019, you said there was about 200 to 300 basis point impact on margins from the subscription shift. Are we to assume that's the case and then the rest of this is discretionary investments? In which case, Sanjay, can you give a bit more color as to where that money is going and how quickly those costs ramp up through the year?

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [8]

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Okay. Michael, thank you for your question. I take the first one, Sanjay? I take the first part of the second question, then you take the second one, okay? Makes sense?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [9]

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Yes. Good.

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [10]

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Okay. Michael, on the IFRS treatment of the individual contracts. So let me start with the perpetual deal. Perpetual is 50% of the total business, 50%. In the perpetual deal, the customer acquires a right to use our software in perpetuity. By definition, that cannot have a cancellation rate of 1 year because you already acquired for -- in perpetuity. So that's the first element.

On the subscription side, he acquires the right to use the software for a certain period in time, yes, typically a 3-year contract. Here, it depends on whether we want to offer the customer this right, yes, or whether we do not want to have that. That has something to do with, do we just implement the product, for instance? Or is the customer already in use for many years? If it's already in use for many years, the risk that we are taking, with offering an additional 1-year cancellation rate, is very much limited because we know that the customer retention is extremely high. So therefore, it will be decided on a one-to-one basis. Based on what we saw in the countries and what feedback we received from the countries, this 50-50 split is the most reasonable split between the 2 ways of setting up the contracts.

The technical squeeze, the second question, Michael. I was talking about 200 to 300 basis points in the Q3 reporting. Actually, we even achieved a higher adoption of subscription. Sanjay mentioned that in his speak -- speech. So therefore, in the current budget submission in our forecast, which is the basis for the guidance, we assume a technical squeeze of 350 basis points, plus/minus, and then the rest is incremental investment that Sanjay will talk about.

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [11]

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Yes. Thanks, Arnd. Hi, Michael. So the investments that we're putting in into 2020 after seeing the 2019 investments really settle down and really supporting the foundation year is mainly 5 areas, Michael. The first one is the customer success organization because our subscription success is obviously putting us into a different mode of engagement with the customers, and we need to make sure that we've got a very strong success -- customer success organization that manages the ongoing relationships.

Second is the partners. You saw that our pipeline with Microsoft and Adobe, we are creating a dedicated team on Microsoft, a set of people working fully -- full-time on Adobe. We believe these 2, primarily, partnerships will drive significant growth for us. So it's putting the right kind of team to really drive these hyperscaler partnerships.

Number -- third is adding some sales capacity in 2 geographies, primarily to EMEA and APJ. I told you about EMEA, APJ. EMEA and APJ both are growing at 20%-plus.

And then the third -- fourth one is putting some money into marketing, which is to step up our demand generation engine. This is what John talked about. We want to really fill and flood our pipeline and support the sales execution.

And finally, we are putting some money into our culture and transformation. It is a very important part of making this transformation stick and making sure it's sustainable. And hence, we have some money put aside to do that. So that's the investment.

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Michael Briest, UBS Investment Bank, Research Division - MD of Global Technology Research Group & Head of the European Technology Research [12]

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And should we assume that 2020...

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [13]

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Oh, yes, sorry, your last part of the question was about phasing. And obviously, the people addition that we want to do to get the impact in the year, that is front-loaded or starts in Q1. And then obviously, the spends like marketing and culture and transformation, et cetera, are all phased out in the year.

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Michael Briest, UBS Investment Bank, Research Division - MD of Global Technology Research Group & Head of the European Technology Research [14]

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And margin's trough in 2020, it's fair to assume?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [15]

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That -- sorry, that the margin range, you mean or...

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Michael Briest, UBS Investment Bank, Research Division - MD of Global Technology Research Group & Head of the European Technology Research [16]

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So the 20% to 22% guidance for this year is the bottom. You don't foresee 2021 being lower than that?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [17]

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That is the guidance we've given. Yes, exactly.

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Operator [18]

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The next question is from the line of Gautam Pillai of Goldman Sachs.

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Gautam Pillai, Goldman Sachs Group Inc., Research Division - Equity Analyst [19]

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And apologies upon my voice. So on the -- firstly, can you give me an idea of the trend in bookings growth or ARR growth in the digital business in Q4 versus the 10% growth you've seen in the full year so that we can get an idea about the exit rate of growth?

And secondly, coming back to your comments on the raising of guidance for the digital business, Sanjay, can you talk about the different -- the key products which is driving this growth momentum and also the different moving parts in this guidance, including market share shifts, which you're assuming?

And also, can you talk about the underlying growth assumption for the IoT business within the digital guidance?

And finally, on the subscription transition, do you expect the transition to be more or less complete by 2023? In other words, will your majority of the 82%, 85% to 90% recurring revenues in the digital business be on subscriptions by 2023?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [20]

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Okay. Good. Hi, Gautam. I hope your voice gets better. So let me take 2 of those questions, and then I'll ask Arnd to talk a little bit about our exit rate.

But first and foremost, in terms of your -- the point about our target around 2023, yes, we are -- we believe we are firmly on track for that target to get to that 85% to 90% recurring revenue. Arnd mentioned we already grew by 10%, so we're at 70% now, which means we are well on track, number one.

Number two, what is the underlying growth of IoT business? So I mentioned 2 particular trends. One was this connected customer enterprise, which is effectively this -- bringing together the data and making sure products are connected to be able to create this experience for the customer. And it's not just enough to deliver quality. It's not just enough to deliver consistency and reliability. You have to be able to deliver this connected experience and all the data associated with it. And that's where IoT growth is coming forward. We can see with the deals that we are signing. Schindler is a fantastic example of them, connecting 1 million elevators, to be able to offer not just the data for maintenance, but also create an in-elevator experience for their customers. So that's kind of one thing around the IoT.

The second thing, of course, is in terms of being able to drive solutions for other customers, such as Deutsche Telekom or Telstra in Australia, who created water management solutions. So it's working with these partners and helping them build solutions for industries. That's where the drive of the IoT is coming.

Last thing I would say on IoT, Gautam, is that the size of the deals are now getting exciting. We start seeing 5-figure, 6-figure, 7-figure and now 8-figure deals, and this is really exciting now because it starts getting material.

Now the third question you had was on the key products. So clearly, our emphasis is on integration, API management, IoT analytics. This, together, for us is about a $20 billion market size, which is growing at double-digit speed. So this is where we continue to keep our focus.

As you know, we launched several new innovations in integration and API management. We now believe that we are one of the strongest independent Hybrid Integration providers, so which covers integration, API management and iPaaS and then on the other side, with IoT and self-serve analytics. So that's kind of the key products.

And on the exit growth rate?

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [21]

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Yes, Gautam. Good morning. So you're right, the majority of the 2023 recurring revenue will be subscription, but please, don't forget DaaS which is obviously also recurring and then the remaining portion of the maintenance out of the perpetual contracts that will be still around in '23. But your base assumption is right, yes.

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Gautam Pillai, Goldman Sachs Group Inc., Research Division - Equity Analyst [22]

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And Arnd, on the exit rate of the bookings growth in Q4?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [23]

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Yes. And the exit rate of bookings growth is very much in line with our ambition of 2020, Gautam. So you know that we are forecasting between 10% to 15% on the DBP, so we have a strong development on integration and API management.

And of course, our business transformation tools, which is ARIS and Alfabet, both have a strong exit rate, which allows us to feel confident about the first half of 2020.

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Operator [24]

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The next question is from the line of Knut Woller of Baader Bank.

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Knut Woller, Baader-Helvea Equity Research - Analyst [25]

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A couple, actually. If I've done the math correctly, your additional investment is around EUR 40 million this year. Can you break out a bit what of that is onetime nature and what of that is recurring, so to get a better feeling for the part that will stay on the P&L?

And also, in conjunction with that, just to double check on Michael's question, so is there a commitment for margin expansion then from 2021 on? And how should we think about the margin progression to get towards your midterm target range here of 25% to 30%?

And then lastly, a question for John on the U.S. restructuring. Can we get here an update? You said there are still some spillover effects in 2020. So can we get just a feeling when that is going to be finalized? How much headcount that involves? And then I think we should -- do you feel fine with the view that we should see a continuing uptick in the momentum that we saw now in Q3 and also in Q4 based on your currency contribution in U.S. dollar noted in your presentation, also on the back of the normal sales cycles you have in that business?

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [26]

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Good morning, Knut. I take the first one and then I hand over to Sanjay, and then I think it's John with the third one.

The first one was regarding the 40 -- or let me call it, EUR 40 million to EUR 50 million in investments. Most of them is recurring. So the majority of that is additional people joining Software AG, with a big majority, obviously, in sales and sales-related areas. So therefore, these are costs that you would see also in '21. Some of the nonpeople-related costs, so out-of-pocket expenses, they are onetime, but they are the smaller portion out of the entire bucket.

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [27]

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Okay. On the question about the margin commitment towards our midterm. First and foremost, we are fully committed to our margin guidance that we've given for the midterm, the 25% to the 30%. And of course, as we go now through the next years, we are still continuing our transformation to subscription, so we will continue to shift to subscription in 2021. But we will start seeing the return towards our margin expansion towards the 25% to 30% for the midterm. So now it's a journey towards our midterm goal. John?

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John Schweitzer, Software Aktiengesellschaft - Chief Revenue Officer & Member of the Management Board [28]

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Yes, Sanjay. I can -- so on the North America side, I'm extremely pleased, as you've heard over the quarters now, last 2 quarters, with the progress in North America.

In the quarter, in Q4, we welcomed a North American leader, who has very strong industry experience across medium and large companies. He's really going to help us with scale there. He's really worked to better our leadership team in the quarter as well as what -- as well as in the Q1 here. So sub-region leadership is in place. We're attracting leaders from big competitors, I might add. The other thing that's really interesting, we've seen these large competitor salespeople and managers come to us, and more recently with MuleSoft's lockup expiring with Salesforce. So that's an interesting trend. But overall, the strength of North America, I think, really resides in the strength of the pipeline. That pipeline is cleansed. As I mentioned last quarter, we're building and expanding on it. The predictability of that business is improving month-on-month. And I think we should continue to expect that strength continue as in more of a beat-and-raise scenario each quarter going forward.

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Operator [29]

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The next question comes from the line of Charlie Brennan of Crédit Suisse.

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Charles Brennan, Crédit Suisse AG, Research Division - Research Analyst [30]

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I've got 2 questions, actually.

Firstly, a lot of the investor feedback that I've had this morning has all been around whether they should back management through this investment phase. And I guess at the back of people's minds, they've got a previous investment into DBP that ultimately didn't deliver the returns that people were hoping for. I'm still not exactly clear on what the metrics are here that demonstrate that the initial investment into 2019 has paid off and why further investment is going to accelerate growth.

And I guess, specifically, if I think about Q4 momentum, it feels like it's slightly weaker than Q3 momentum. Is there anything you can say around pipeline conversion in Q4 or anything you can give us that gives us genuine comfort that the business has been accelerating on an underlying basis?

And the second question is just a clarification. Arnd, can you just remind me what you said on the Spanish consulting business? Was it an annualized EUR 40 million of revenue and the disposal kicks in at the half year, which is why there's a EUR 20 million impact this year?

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [31]

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I just begin with the second one because that's easier. Good morning, Charlie, yes. So the annualized revenue is EUR 40 million, you're absolutely right, and assuming that the closing will be done throughout the summer, its half year effect for this year, which makes it EUR 15 million to EUR 20 million, yes?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [32]

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I'll address the first part of your question, and then I'll ask John to make a comment on the pipeline from the go-to-market perspective.

So your question around what is different in terms of what are the metrics. So first thing, I think what is different from this transformation compared to the previous one is we have actually gone and addressed the clear areas of underinvestment, particularly in North America and fixed the problems that we've had for many, many years. So that's kind of one thing and taking some difficult challenges, broken them down and really addressed the root-cause problems. That's one.

Second thing is, what are we looking at as leading indicators that give us the confidence that this is going now in the right direction? Well, Arnd talked about one, recurring revenue. Recurring revenue is building and growing and 10% up.

The second one is the subscription transformation. Is it really working? Actually, with that 56% of the new bookings, that shows us that both the customers are buying in subscription, plus it opens up new doors to us in subscription. So that's kind of the second one.

And then I think the third one is these wins in the new logos. The problem with us in the past was we were doing too much farming. And as a result, we were not opening up the doors to be able to land and expand. With 342 new logos, we've added these new customers, net new customers, that actually allows us the opportunity to grow and expand. Schindler is a net new customer for us. So I -- those are the signs that basically tell us this investment is settling, paying and now giving us the platform to accelerate growth.

So with that, I'm going to hand it to John, who can make a few comments on the pipeline, the strength of the pipeline.

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John Schweitzer, Software Aktiengesellschaft - Chief Revenue Officer & Member of the Management Board [33]

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Sure. Yes. Hi, Charlie. Thanks for the question. So let me maybe dovetail off of Sanjay's comment on new logos. So 342 represents exactly 27% year-over-year growth. That's a really encouraging sign. I'd just echo his comment there.

Pipe conversion, yes, it's up, for sure. But the other things I look at are average deal size, which is also trending in the right direction for me.

The other sort of KPIs that I use at operational levels are around productivity and efficiency, specifically, if I look at the Salesforce or the percentage attainment, which is more an emotional metric from a sales side of things, but also participation. Participation rates are up significantly, meaning how many of our sellers are selling something in the quarter. And so I sort of use that combination or this combination of productivity and efficiency to guide my forecast, my comments earlier today on the call.

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Charles Brennan, Crédit Suisse AG, Research Division - Research Analyst [34]

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Perfect. And can I just follow up with a third question? You keep talking about the medium-term targets and I guess the margin target of 25% to 30%. What's the time line for your medium term? Is that in line with the 2023 target to deliver EUR 1 billion of revenue?

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [35]

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Absolutely, Charlie. We are fully fixed on this medium term. We -- when we started, we defined the 5-year journey with Helix. So nothing has changed in the medium term. We are convinced that we can cross this EUR 1 billion in 2023.

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Operator [36]

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The next question is from Sven Merkt of Barclays.

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Sven Denis Merkt, Barclays Bank PLC, Research Division - Equity Research Analyst [37]

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Previously, you have guided to a dip in revenues in 2020 and now you expect flat product revenues. What has really changed? Is it that the transition is slower? Is it because you expect now that half of the subscription deals will not have this 1-year cancellation right? Or is it simply you've seen better growth?

And then secondly, I appreciate you're planning to do most of the hiring now in Q1, but some of these costs were still annualized next year. So if you're now thinking about the OpEx base from '20 into '21, will these one-off investments largely offset the annualization of the hiring costs? Or how should we think about OpEx growth from '20 to '21?

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [38]

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So why don't I take the first one? And actually, you're spot-on your -- with your comment. If you look to the midterm guidance, and let me just take this as an anchor point. Last year, on our Capital Markets Day, we were talking about a CAGR growth of 10%. Sanjay reported on a 15% expectation today. So therefore, the incremental momentum on the top line basically drives also not just bookings but also impacts revenue positively, and this is why it isn't slightly down, but flattish.

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Sanjay Brahmawar, Software Aktiengesellschaft - Chairman of the Management Board & CEO [39]

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Yes. And look, your point about the cost -- the operational cost that we are adding. First and foremost, the people that we are adding are basically, as I said, in the 2 markets that are the growth markets for us. Our growth is in the hyper-growing markets and we want to add more capacity.

And the second thing is that in the customer success functions. So indeed, those costs will obviously carry on into 2020. Then we are putting some, obviously, increased investment right now into the areas of marketing and people and culture transformation, which we need to do this year. And I don't see that level of investment needed as we continue because at the moment, we need to create a higher push in the demand generation and pipeline focus that we needed.

So I think the main area of that is continuing is primarily the people that we are adding in the 2 areas I mentioned.

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Sven Denis Merkt, Barclays Bank PLC, Research Division - Equity Research Analyst [40]

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So excluding, let's say, cost inflation, the OpEx space should be relative flat from '20 to '21? Is that correct?

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Arnd Zinnhardt, Software Aktiengesellschaft - CFO & Member of the Management Board [41]

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Yes.

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Operator [42]

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And there are no more questions at this time. I hand back to Otmar Winzig for closing comments.

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Otmar F. Winzig, Software Aktiengesellschaft - Senior VP & Head of IR [43]

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Thank you, Haley. Ladies and gentlemen, now we will close this call. And we all have other assignments, but I'm happy that we have got all the questions into the extended time frame.

Please let me remind you that we will offer more details and time for questions also at our Capital Market Day in London next Tuesday, so February 5. In case you want to come, please sign up by mail to the IR department. Otherwise, you're welcome to follow the main presentations during the morning via webcast.

So thank you all for now for your participation and the strong interest in Software AG, and goodbye in London, or we'll speak to you again then. Bye-bye for now.

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Operator [44]

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Ladies and gentlemen, the conference has now concluded, and you may disconnect your telephone. Thank you for joining, and have a pleasant day. Goodbye.