Which is it?
So, they say: " the cloud model would increase customer lifetime revenue. We are effectively expanding our share of the wallet" and then "the total cost of ownership being lower in the cloud than comparable current payments.". Which is it as is cannot be both?
They also say "We want to give [customers] a helping hand now to move them to the cloud.." Sure they do.
This all sounds like they have been reading from the Oracle book on how to make more money from your users. They are trying to get it's users to use standard products in their cloud and with no customisation. Some users have years of investment in making SAP work the way they want (or best possible) and will be very reluctant to use SAP's standard template offerings. If they believe that "the total cost of ownership being lower in the cloud than comparable current payments." then it sounds like a bait and switch operation.