SAP Hana deployment patterns, payoffs emerge in Burberry, Bangkok Airways, ConAgra, John Deere, Mercedes AMG, and Spirit Aerosystems details shared at Sapphire conference.

Don't tell me, show me. That's been the stance of the majority of SAP customers who have thus far resisted the company's four-year-long campaign to sell them on its Hana in-memory technology. At this week's Sapphire Conference in Orlando, Fla., SAP still did a lot of telling, but it also let Hana customers do more showing.