Editor’s note: At its recent Oracle OpenWorld conference, the tech giant concentrates on a full stack of cloud offerings while spending little time on traditional software and hardware. Technology Business Research concludes that the cloud is the key to future growth. Here’s the first of two reports. At Oracle OpenWorld, the company displayed and emphasized its 100% commitment to cloud offerings and the components needed to build and support various cloud services. Oracle spent little time talking about traditional products or delivery models, implying that customers who still want to buy traditional software or hardware know what is available and how to contact their sales representatives. The depth and breadth of the announced cloud offerings span layers of the stack, from infrastructure and networking to development platforms as well as applications to Data as a Service offerings. To match cost of sales with the annuity cash flow of subscription models, Oracle continues to shift its sales model from traditional field sales‐led direct teams to an inbound, customer self‐service‐based approach in which try‐then‐buy opportunities put the sales rep at the end of the funnel. VIDEO: Watch a replay of Larry Ellison’s keynote at: https://www.youtube.com/watch?v=WY5qhLwIqBA Oracle’s transformation is significant and permanent, as changes have been made across product development, tooling, delivery and sales. Not all changes are at scale. Sales transformation is in its initial phase, and the business results will reflect the transition to the new model for several years. Oracle will not abandon its existing business, but recognizes the cloud‐driven imperative. Partners and customers should feel confident Oracle will remain focused on providing the technology they need to build their businesses, now packaged and contracted in more convenient and agile ways. Challengers such as Amazon, IBM, SAP and Salesforce have targeted opportunities to slow Oracle’s transition and to take share in segments where they compete. Oracle’s broad reach, however, enables it to compete around the edges of each competitor, so agile account‐based business strategies will be a requirement for vendor wins across the competitive landscape. Event overview Oracle’s 420,000 customers represent the largest and lowest‐cost opportunity for the company, which can more easily replace its own offerings with new cloud based versions in customers’ environments. Many examples of replatformig, “lift and shift” and cloud‐based integrations were provided to reduce migration pains. Oracle did take aim at its competitors, however, looking to take share from Amazon Web Services with its second‐generation cloud IaaS platform and the PaaS and application layers that will run on the new cloud. “You have to be willing to pay 20% less,” CEO Larry Ellison said, highlighting that pricing plays a significant role in the computing‐at‐scale business and showing Oracle is willing to be perceived as a price leader, even at high performance levels. As OpenWorld events over the past few years have progressively increased their focus on cloud‐delivered Oracle solutions, they have also moved their way down the cloud stack. Earlier announcements centered on the SaaS layer and new applications and were added to with increasing PaaS announcements. At...
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