SAP SE (NYSE: SAP) disclosed that it launched SAP Digital Consumer Insight data service, its first data-as-a-service offering. According to the company, it delivers insights that can be purchased affordably and easily. The software firm made the announcement at the 28th annual SAPPHIRE NOW conference.

SAP said that Users of the service get a deeper, more accurate understanding of physical consumer behavior, helping determine the demographics of people coming through a store or point of interest (POI). The company indicated that Insights were based on near-real-time mobile data, providing details on where consumers are coming from, age groups and gender, comparison with other locations and/or competitors, and the devices they are using.

The German firm said that by capturing consumer "mobile moments" in and around a specific location, users gain insights, which they could apply to advertising, proximity marketing, location planning and sales strategies and campaigns.

SAP said that initially, the service is based on U.S. mobile data, though insights could be purchased wherever SAP Store is available. The company said that it plans to add data from additional geographies by the end of the year.

Shares of the company traded 0.86 percent down on Thursday.