Oracle SOA Suite 12c - Target Customer Profile

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Target Customer Profile
Mala Ramakrishnan
Director of Product Marketing
Oracle Service Integration
Learning Objectives
• Ideal type of customer

• Key indicators NOT to proceed with a
customer
• Decision makers and influencers
• Qualifying questions to ensure customer fit
Ideal Prospect
Characteristics
 Enterprise infrastructure-focused
 Packaged application customer
 Abundant integration challenges
 Mature IT organization
 Java shop
 SOA technical expertise available
Poor Prospect
Indicators Not to Proceed
 Microsoft shop
 Big Blue shop
 Open source fanatics
 Departmental-focused
 Immature IT organization
 Inadequate access to technical expertise
Decision Makers and Influencers
Architecture Technology Applications
Dir/VP Enterprise Architecture CIO VP Applications

Enterprise Architects Dir/VP IT Dir Applications
Developers Architect./Apps./Quality Application Developers
Key Messages: Key Messages: Key Messages:

• Simplify point-to-point application • Reduce complexity and save costs, • Leverage out-of-the-box integration
infrastructures with shared services maximize reuse and performance with Oracle applications, cloud and
• Centralized solution across on- • Strategic business platform: on-premise applications
premise and cloud comprehensive, multi-channel, • Rapidly integrate applications into
• Mobile and multi-channel unified platform across on-premise, processes
enablement of existing and new cloud and across partners • Minimize resource training efforts
enterprise apps • Minimize IT resource on-boarding and costs with single technology
• Capitalize on data deluge by bringing costs with single technology use
business value • Deliver on user experience
Over 6,000
Target Business Areas customers
SOA Suite is horizontal technology applicable to a full range of IT

integration and composite application building opportunities
Key Business Drivers why Customers Buy Oracle
SOA Suite
1. Simplify Complexity 6. Deal with Event Deluge

2. Application Integration 7. Business to Business
3. Multi-Channel Enablement 8. Customer Self-Service
4. Lower Costs/Consolidation 9. Manage Large Files/Data
5. Faster Time to Market 10. Mergers and Acquisitions
SOA | Application Integration License Opportunity
Weblogic Suite
SOA Suite + Adapters
B2B
Target Customers Qualifying Criteria ODI
EM SOA Mgmt Pack
• CIO, CTO, Enterprise Architects • Any medium to large enterprise

• Oracle Application footprint • 2+ Applications - Oracle and non-Oracle
• Pain from custom integrations, disparate integration
stacks, or performance/scale related issues
Key Problem/Compelling Event Key Value Proposition

• IT Agility and reduction of time to delivery of new Services • Improve productivity and reduce TCO by leveraging
• Multi-channel requirements (mobile) existing skills and standardizing on a common integration
• Adoption of new Business Application platform
• Elimination of errors/delays introduced due to • Accelerate time-to-value of new solutions and increase
disconnected applications business process visibility of enterprise apps
• Mandate to reduce IT Cost • Proven with 100s of references/win across all apps
Sales Strategy & Tools – Leverage AppAdvantage!

• Discovery: Identify Oracle footprint, New Projects, Reduce Cost Targets, Performance/Operational Challenges
• Awareness: Oracle can address integration challenges across the A2A dimension and provide a foundation for ALL other
integration challenges including B2B, Cloud ,and Mobile.
• Investment Strategy: Investing in WLS and SOA Suite to address near term A2A challenges is a path to BPM; addressing
more dynamic ad hoc process requirements. Integrated stack reduces TCO.
• Existing Customer: Use the 12c release to re-engage. Bring along the new Integration Success Workshops (ISW).
10 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 Typical Deal Length 6-9 Months, Avg. Deal Size 150K+
License Opportunity
SOA | Cloud Integration (new) Oracle Cloud Adapters

WebLogic Suite
SOA Suite
Target Customers Qualifying Criteria Data Integrator
Managed File Transfer (MFT)
• Existing SOA Suite customers also using Salesforce.com
• Mix of on-prem and cloud applications
or RightNow
• Ideally one of Salesforce, RightNow or Oracle Saas but not
• Any Salesforce.com with a number of on-prem apps
limited to this – we can integrate anything via webservices!
• Oracle SaaS customers with integration needs

• Separate business-led SaaS integration projects are • Oracle SOA Suite, especially Service Bus: best integration
creating an “accidental cloud architecture” platform for SaaS as well as on-premises integration
• Reduce costs – Extend A2A architecture to include • One unified platform provides critical components of a robust
SaaS integrations. No need for additional infrastructure SaaS integration: Connectivity, Flexibility, Management
and cost
Sales Strategy & Tools

• Discovery: Identify Oracle and other application footprint; Look for new SaaS projects; Understand level of SOA integration
awareness and experience
• Secure Mindshare: Leverage Integration Success Workshop’s Cloud Integration module to raise customer awareness of SaaS
integration complexity and need for Oracle’s enterprise-grade platform (not just an SFDC agent)
Typical Deal Length 1-3 Months, Starting at 70K+
SOA | Mobile Enablement
License Opportunity
Mobile Suite or:
WebLogic Suite
SOA Suite or Service Bus
EM SOA Mgmt Pack
Target Customers Qualifying Criteria
• Customers building mobile applications which need to tie • Ongoing or imminent mobile initiatives – internal or
into their existing back-office systems external-facing

• Apply same SOA Suite infrastructure and principles to
mobile as well as on-premises applications
• Ensure consistency in user experience across all channels
• Marketing team approaching IT about “quickly” offering a • Accelerate deployment of mobile solutions (no new
mobile app to their customers infrastructure)
• Reduce administration and licensing costs, increase
reliability
Sales Strategy & Tools

• Discovery: Pressing need to deliver new solutions via mobile applications/devices
• Secure Mindshare: Leverage Mobile Integration Success Workshop to show Oracle support for REST services
Typical Deal Length 3-6 Months, Starting at 150K+
SOA Sales Plays – Oracle Direct (1)
Play Target Value Proposition Metric Begins
Unique Capabilities /Differentiators
Product BOM
Value Proposition:
• Extend visibility and management capabilities to your entire enterprise with
Enterprise Manager Cloud Control, enable end-to-end monitoring of business
transactions, automate provisioning of your environments (run your private cloud
Increased operations) • Number of
Operational Existing SOA Unique capabilities:
transactions
Now
Insight & customers • “You are already using Enterprise Manager” – this is just an extension, BTM
• Attach rate to
Efficiency SOA Suite
(Business Transaction Monitoring), pre-built scripts for provisioning Oracle
Fusion Middleware environments
BOM:
• SOA Management Pack ($25K)
Value Proposition:
• Scale out and extend your Java services
Existing WL Unique capabilities: • Number of
transactions
customers • Service Bus is a simple, lightweight, proven & scalable solution for service
virtualization and mediation needs. It runs on the same platform you have • Attach rate to
Service Bus Existing WebLogic
Now
adopted (WebLogic). Progress/Sonic customer? Oracle provides a very similar
Progress/Sonic product but now much more advanced (in-memory caching etc.) and strategic, • Sonic
customers stable moving forward. conversions
BOM:
• Service Bus option ($23K) + WL Suite ($45K)
Product BOM
Value Proposition:
• Integrate your cloud applications with on-prem systems to extend your enterprise
• Web-services integration is more complex than it seems! Simplify your integration with
RightNow or Salesforce.com using the pre-packaged adapter from Oracle
Existing SOA
Unique capabilities: • Number of H1 FY15
customers
Cloud transactions (SFDC,
integrating with • Pre-packaged adapters from Oracle, simple graphical introspection of cloud app,
Adapters • Attach rate RightNow,
support for custom and standard objects, optimize number of calls to SFDC (and
RightNow or to SOA Suite SDK)
reduce bill), reduce need for SFDC storage, SDK to build your own adapters,
Salesforce.com integrated with Oracle Security
BOM:
• Oracle Cloud Adapter for Salesforce.com ($17.5K/proc), Oracle Cloud Adapter for
RightNow ($17.5K/proc)
Value Proposition:
• Mobile-enable your applications by exposing REST/JSON APIs, easily consumable by
mobile application developers. Enforce end-to-end security from app to device, enforce
Oracle policies (throttling, etc.), reduce latency
Mobile Applications Number of
Unique capabilities: Now
Enablement Customers transactions
• Proven, scalable, built-in in-memory caching with Coherence for reduced latency.
FMW Customers Extend solution with security products for perimeter/DMZ security: OAG, etc.
BOM:
• Service Bus or SOA Suite or MobileSuite (Service Bus + E-Business Suite adapter)
Product BOM
Value Proposition:
Primary: • Regain control over file exchanges in and out of your enterprise. Put an end to
the proliferation of FTP – unsecure, non-clusterable, unmonitored. Stop
Existing SOA exchanges of sensitive customer data over the internet in non-encrypted form
Managed customers Unique capabilities: • Number of
File Secondary:
transactions
• Solution is fully integrated with Oracle FMW: runs on WLS (clusterable), monitored via H1 FY15
Transfer net-new EM, integrates with IdM (for authentication), UMS for notifications, ESS for scheduling • Attach rate
(MFT) to SOA Suite
customers with file • Extend with SOA, BPM and B2B (pre-integrated) for instance to orchestrate complex
transfer/governanc file movements
e issues BOM:
• Oracle Managed File Transfer ($30K) + WL EE ($25K) or WL Suite ($45K)
Value Proposition:
• Integration of your internal applications is an absolute pre-req for business agility – Gartner
puts it at the center of its “Nexus of Forces". Accelerate the delivery of new services, enable multi-
channel.
Existing Oracle Unique capabilities: • Number and
Application
Applications • Oracle knows applications best: Applications adapter built by apps team itself. Proven: Oracle is size of Now
Integration #2 in market share in integration space, SOA Suite most widely deployed product today. transactions
customers
Standard, hot-pluggable: integrate any 3rd-party application, not just Oracle. Extreme scalability:
largest companies powered by Oracle SOA Suite. Complete B2B and EDI capabilities.
BOM:
• SOA Suite ($57.5K) + WebLogic Suite ($45K) + Adapters ($17.5K)
Qualifying Questions
 Is there strong pressure to reduce IT costs?

 Are you seeing departments bypassing IT in their move to the cloud?
 Are you able to make changes to your application infrastructure quickly?
 Do package applications need better integration?
 Do you have requirements to leverage existing SOA investments?
 Are you needing to support a distributed, multi-channel business environment?
 Can you easily integrate services on-premise and in the cloud?
 Do you manage business events in real-time?
 How much end-to-end visibility do you have today into your key business
processes?
Learning Objectives
• Ideal type of customer

• Key indicators NOT to proceed with a
customer
• Decision makers and influencers
• Qualifying questions to ensure customer fit

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1 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

d. Insert Information Protection Policy Classification from Slide 12

• Ideal type of customer

Architecture Technology Applications

Dir/VP Enterprise Architecture CIO VP Applications

Key Messages: Key Messages: Key Messages:

SOA Suite is horizontal technology applicable to a full range of IT

1. Simplify Complexity 6. Deal with Event Deluge

• CIO, CTO, Enterprise Architects • Any medium to large enterprise

Key Problem/Compelling Event Key Value Proposition

Sales Strategy & Tools – Leverage AppAdvantage!

SOA | Cloud Integration (new) Oracle Cloud Adapters

Key Problem/Compelling Event Key Value Proposition

Sales Strategy & Tools

Typical Deal Length 1-3 Months, Starting at 70K+

Key Problem/Compelling Event Key Value Proposition

Sales Strategy & Tools

Typical Deal Length 3-6 Months, Starting at 150K+

 Is there strong pressure to reduce IT costs?

• Ideal type of customer

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