This IDC Insight looks at SAP's upcoming midmarket on-demand suite. On September 19, 2007, in New York, SAP provided a first look at its midmarket on-demand suite, which will be called SAP Business ByDesign. (The Business ByDesign application had been formerly code-named "A1S.") SAP provided a demonstration, and comments were made by SAP executives as well as early customers. Pricing was announced, and there was initial discussion of the company's channel strategy in regard to Business ByDesign. At least 10,000 customers will be targeted before 2010 for a suite that will be available in 2008. Hans-Peter Klaey, who directs SME strategy for SAP, proclaimed Business ByDesign as "the road to volume," based on "solution, support, and go to market."