Oracle's Larry Ellison air guitars his way into marketing but do we get it?

There are many things I like about Oracle:

1. The Larry Ellison / Russell Coutts bromance is one of them. 

I once heard Larry describe Russell as the only person he takes orders from and as the only New Zealander in the world today who supported Russell’s move to Team Oracle for the America's Cup  I was pleased to see him at the Oracle's Openworld event today. Haters to the left. 

2. The hilarious rock music driving a Hummer up a mountain in a Rocky action movie vibe for their keynotes

Dun dun dunnnnn — we have a database—YEAHHHH —air guitarrrrrr. 

3. Oracle have a massive client list. 

Laugh all you want but when I got a marketing email the other day from Twitter, it was sent from Eloqua. Twitter Cards puts customer details into Eloqua because lots of big organisations use it. 

Ever applied for a job at a bank or something? You’ve probably filled out an online form in Taleo

Pepsi Frito-lay is doing FMCG promotions on Oracle Demantra? What the hell is a Demantra? You can watch a video and I’m interested in this sort of thing and i can’t be bothered so I can’t really imagine that any of the regular, less geeky and interested in database apps marketers that I’ve worked with would but that's what they use if you care. 

I went to an Oracle  event in Sydney and after being asked by several salespeople whether or not I was in the Oracle events team or the hotel events team or ‘waiting for my husband’, I was invited in to a technical presentation where speakers wizzed through slides of logos for the many builds and acquisitions that Oracle had made, many in the marketing and social space.  

The speaker was the by-product of such an acquisition and he did something to do with retail and databases and e-commerce and then he talked about cloud development gap and how they needed people to build lots of stuff to run on the EXA META GRRR 4000 CLOUDERATION SUPERCLUSTER BLADE platform or something. In the scheme of end-user understanding of how this sort of thing works I would usually rank myself about a 7 and I had no idea what he was talking about. So I figured the preso must be targeted for developers but then most of the people in the room where from client-side big IT departments I don't know?

I couldn’t help but think there must be so many opportunities for developers to build really great products and businesses if someone could just, you know, actually explain the tech behind the Oracle products in a simple way. It’s tricky because a lot great developers are spending their time building Instagram copies and time tracking software when they could be building some awesome plugin for the Oracle Demantra if people like me who actually pay attention could figure out what it was and tell everyone else about the awesome tech at work on —umm Oracle Demantra?

It might not sound as exciting as Snapchat but in terms of impact, building something for a massive open government healthcare project or retail bank or media network would really change things and that’s what we need. IT people are buying marketing and media software because they are already running Oracle gear which may or may not be a bad thing. I don’t know because it’s so confusing to figure out if the stuff is any good or not and nobody would give me a demo account or any way of playing with it to make an assessment because I couldn’t possibly know how to do my job better than an Oracle salesperson who thought I must be part of the events team because why else would I be there?

When you get past all the air guitar-ing and motion sickness from the spinning logos and M7 chipset FUSION ERP HCM you can look around the room and see that there are many, many companies who use this stuff and a handful of nerds who get what their little piece of the puzzle means but probably not how it works across different functions, let alone to their customers. It’s an industry-wide thing and I’m sure Oracle are aware of it but I fear many marketers are going to get stuck with nasty, unusable software that their IT person has gone ahead and purchased because it talks to the Oracle thing and all their other things are Oracle. I’m sure Larry knows this and that’s why he can afford to pay Russell lots of money and buy a nice island in Hawaii with pineapples on it and good for him. What would be really great is if product marketers or evangelists or whoever does the customer stuff would sit and look at successful consumer products like Twitter and Evernote and Mailchimp and communicate it like that so that more people can get it and run with it and make enterprise technology not so complicated and unattainable for regular folk because if you can understand Mailchimp you should be able to understand Eloqua and marketing teams have large, successful teams of loyalty database marketers who get databases so they should be able to get Demantra, whatever that is. 

Taking the social metaphor to enterprise: Notes from Oracle social keynote

  • More Saas applications than any other company top to bottom run your enterprise in the cloud (infrastructure, platform, application)
  • Strength of Oracle existing customer base (400+) and sales, CRM support
  • Opportunities for growth in Asia Pacific as market matures
  • Choice of deployment between public and private cloud (cf salesforce can't be moved to private cloud behind firewall, can't purchase licence)
  • "Important to give customers choice" Ellison
  • Example of high security, high regulated company UBS bank Switzerland
    -initial deployment in public cloud
    -move off public cloud into private behind firewall, economics and regulatory requirement can change over time 
  • Complete suites of applications for enterprise with data integration across applications built in Java using industry standard interfaces e.g. overstock.com (rightnow, fusion CRM, oracle sales and marketing cloud)
  • "A lot of social enterprise data is systems data-not just posted data" Ellison
  • Structured and unstructured data processing e.g. Twitter firehouse data. 
  • 2012 Olympics Lexus endorsement demo
    -real time advanced queries in memory, not just batch
    -complex analysis required of true big data sets

View online http://www.youtube.com/user/Oracle/oracleopenworldlive 

 

 

Four major announcements from Oracle today

1. Three tiers of client offer

-Software as a service (SaaS)

-Platform as a service (PaaS)

-Infrastructure as a service (IaaS)

2. Oracle private cloud

3. Oracle first multi-tenant database in world

4. Exadata X3 performing up to 20x faster, writing in flash

 

Livestream of Larry Ellison keynote http://www.youtube.com/oracle

Oracle Open World blog http://blogs.oracle.com/oracleopenworld/