1. CANVAS
Value proposition, Key Partners,
Customers
By:
Ana Unzalu
Ana Isabel Segovia
Javier Ordozgoiti
Ramón García
Hortensia Correa
Luis Miguel Calvo
June 12th, 2014

2. Value proposition (1)
• Oracle Corporation is a U.S. based multinational Computer Technology Corporation, with
HQs in Redwood City, California, United States, that helps customers to reduce and simplify
their IT systems. The company specializes in developing and marketing computer hardware
systems and enterprise software products
• Independently on type of product: Applications (CEMs, SCMs, CRMs), Business Analytics
(Endeca – Discovery System), Databases (SQL, noSQL), Engineered Systems (Big Data
Appliance), Enterprise Management (Cloud, Middleware), Java, Middleware (SOA, SSO),
Operating Systems, Server, Storage and Networking, Virtualization, Services associated, the
Oracle’s Value proposition looks for the integration of the HW and SW, following the Open
industry standards, using innovative solutions that create unique value to the customers: in
speed, reliability, security, and manageability, permitting to quantify the savings and granting
the performance
• Engineered Systems combine HW and SW to deliver secure solutions. Specific Value
proposition characteristics are: high performance, fault tolerant, reliable, scalable, compliant
with Open Standards permitting interoperability, easy to deploy, integrate, manage and
support, TTM and the lowest TCO

3. Value proposition (2)
Newness.
• Oracle has developed a comprehensive solution based on Oracle’s Engineered Systems that consist
on: HW, multiple options of data integration, data cleansing, data quality management SW, BI,
Analytics, tools for Hadoop, SaaS portfolio and cloud infrastructure permits not only to manage
the Big data types (volume, velocity or variety) and storage mechanisms, but new types of analysis
as well.
• Solution goes from acquiring the data and discovering new insights to making repeatable decisions
and scaling the associated information systems for ongoing analysis
• Integration of the existing environment with the new Big Data solution based on the unique
environment and business objectives, with a long-term big data strategy and deployment that
leverages the existing information architecture and assets, and enables to quickly adapt to
evolving business and market needs
• To permit a smooth transition from current to the BIG DATA architectures and be able to handle
and scale up the BIG DATA quicker
• Innovative solution that will permit to manage the new and existing data, the different formats
• NEW data that will permit to develop predictive analytics to improve the Customer experience, to
reduce costs, to improve the operations and the Support to the customers as well as to develop a
sustainable competitive advantage

4. Value proposition (3)
Customization. Engineered Systems permit the integration and optimization of the technologies
needed to acquire, organize, analyze and decide on Big Data
Price. Pay as you grow model using the Engineered System
Cost. Engineered Systems Big Data approach using the “buy” approach vs. the “build” approach has
three key benefits to the customer: It has been estimated a saving of 1/3 in costs and time during the
configuration, design and implementation time of the solution, in addition to the overall testing which
redundant in the time to market benefit
Oracle is the SPC for support and upgrades, problem resolution is much faster and customers do not
incur the cost and effort of tracking and building divers open source projects
Performance.
• While data comes from many sources, new insight comes from an integrated analysis of all data
together
• Data warehouse now becomes a repository for the data summaries created by Hadoop as well as
more traditional enterprise data, from here, the volume and velocity of big data have put new
emphasis on scalability and performance of analytics and business intelligence tools
• Improvements in server capacity, high-speed interconnects, and network bandwidth contributes
with the development of the software that provides in-memory, in-database, and real-time analytics
results in a better performance
• In-memory databases, gives the capacity for real-time decision-making, to sustain high-
performance, low-latency processing, which results in faster decision-making

5. Key Partnerships
Oracle has an Oracle Partner Network (OPN) which is a collaborative partnership that permits to the
partner:
• Increase sales with access to a massive install base
• Distinguish the offerings from the competition
• Empower the company with specialized resources
150 specializations available in multiple Oracle products and solutions.
Levels:
Diamond level. Highest membership level
achieved through a breadth of specializations
on multiple products to server global
businesses.
Platinum level. 5 or more
Specializations in multiple product or
solution areas.
Gold level. Develop and sell across Oracle's
entire product portfolio and qualify for
Specialization. Primary entry point for ISVs,
Resellers & SIs
Silver level. Offer enterprise-class
technology to midsize companies
through Oracle's 1-Click Technology
portfolio
Remarketer Initiative. Resell Oracle products in our 1-Click mid-market
portfolio through our Value Added Distributors (VADs) without an Oracle
contract or fee

6. Customer Segments
Oracle products and services fit in every customer segment with a specific solution.
Aerospace and Defense. Primavera project portfolio management solutions help to align resources, control
costs, improve program management practices, and manage customer relationships. To help profitably manage
programs, projects, and contracts; boost performance of maintenance and service operations; mitigate risk,
and ensure legislative compliance
Automotive. Product Life Cycle Management, Sales, Marketing and Operations Planning, Order Management,
Supply Chain Planning and execution, Manufacturing and Assembly, Logistics and Transportation Management.
Oracle’s integrated enterprise platforms to drive innovation, manage their supply chains, and build brand
loyalty
Chemicals. Product Life Cycle Management, Customer Relationship Management, Sales and Operations
Planning, Plants Operations, Asset Management, Logistics and Transportation Management. Growth through
differentiation, combat downward margin pressures, and optimize global supply chains
Communications. Streamline operations. Communications Customer Experience, Unified CRM and Billing and
Revenue Management, Design and Order Delivery, Network Resource Management, Charging and Policy
Healthcare. Support performance management, best practices, and better resource utilization. Industry-
specific applications, integrated clinical data, and service line analysis features ensure lower-cost high-quality
care and reduce patient safety concerns
Oil and Gas. Data management, business intelligence, asset management, project management, talent
management, financial, supply chain, and field service offerings
Other segments are: Consumer Goods, Education and Research, Engineering and Construction, Financial
Services, Health Sciences, High Technology, Industrial Manufacturing, Insurance, Life Sciences, Media and
Entertainment, Natural Resources, Professional Services, Public Sector, Retail, Travel and Transportation,
Utilities, Wholesale Distribution

7. Customer Segments (BIG DATA)
Telecommunications
Deep (Revenue Assurance, Social
Network Analysis, Find
influencers)
Big (Network Optimization, CDR
Analysis)
Fast response (Sentiment Analysis,
Location Based Services)
Energy
In smart grid or smart metering events
need to be correlated and processed in
real-time to make important real-time
decisions for network capacity
Life Sciences/Pharmaceutical/R&D. DNA
Sequencing, Diseases correlation/Clinical Trials
– Meds simulation/Sensor Analysis
Health care services
Oil
Games
Entertainment
Public Sector
Logisticsand
Travel
Manufacturing
Sensor analyses to detect patterns, failure
rates, capture events, control and monitor
operations, analyze real-time metrics
Retailers
Marketing (In-store behaviour analysis to
detect buy patterns, Sentiment Analysis),
Merchandising (Assortment optimization),
Supply Chain, Customer service centers
(customer experience management, making
recommendations, targeted offers)

8. CANVAS
Support Slides

9. Current Platform (1)
To derive real business value from Big Data, it is required to have the right tools to acquire and capture and organize
a wide variety of data types from different sources, and to be able to easily analyze it within the context of all your
enterprise data to take the prompt decisions
Big Data means changes in Data Volume, Velocity and Variety
Innovation @ Oracle’s Engineered Systems offers the broadest and most comprehensive integrated enterprise ready
Big Data Management Platform which includes: Oracle Big Data Appliance, Oracle Big Data Connectors, Oracle
Exadata Database Machine and Oracle Exalytics in Memory machine
Oracle Big Data Appliance in front of Oracle Database is the platform for acquiring, capture and organize big data to
the existing data warehouse.
Acquiring and capture:
• For big data:
• For Batch-oriented systems Hadoop Distributed File System (HDFS) are used
• For RT systems where predictable and fast response time as well as situational awareness is
important, NoSQL databases are used
• For schemas: Oracle Database (Transactional)
Organize: Several ways of organizing, integrate and aggregate, transforming, and reducing big data (data filtering)
for analysis
• CDH Cloudera's Distribution including Apache Hadoop (CDH) . Primary components are:
• HDFS - Hadoop Distributed File System is a file system that stores large files across multiple servers
• MapReduce engine: The MapReduce engine provides a platform for the massively parallel execution of
algorithms written in Java
• Administrative framework: Cloudera Manager is a comprehensive administrative tool for CDH
• For deep analysis of Big Data, it also includes an open-source distribution of the statistical environment R for
statistical analysis and graphing through Oracle R Support for Big Data

10. Current Platform (2)
Oracle Big Data Connectors facilitate:
• data access between data stored in CDH and Oracle Database
• Integration of Apache Hadoop with Oracle software, including Oracle Database, Oracle Endeca Information
Discovery, and Oracle Data Integrator
• native Hadoop integration within Oracle Data Integrator ODI. Each time that a data needs to be transformed in a
different way, it is required to create some custom codes to each particular transformation. Once the data is
transformed, data needs to be formatted previous to be loaded into the Oracle DWH
• Oracle R Advanced Analytics for Hadoop provide interfaces to work with Hive tables, Apache Hadoop compute
infrastructure, local R environment and database tables and predictive analytic techniques written in R or Java
Analyze & Decide it is related to the support of deeper analytics on a wider variety of data types stored in diverse
systems; scale to extreme data volumes; deliver faster response times driven by changes in behavior; and
automate decisions based on analytical models.
For maximum speed and efficiency, Oracle Big Data Appliance can be connected to Oracle Exadata Database
Machine running Oracle Database which provides high performance in hosting data warehouses and transaction
processing databases.
In-database Processing and Analytics are a variety of techniques for finding patterns and relationships into the
data, applied directly within the database. Between them, it is worth to mention: OLAP, Oracle Data Mining,
Spatial and Graph
Oracle Advanced Analytics is an option of the Oracle Database Enterprise Edition that deals with the Decision
Management. It is a combination of Oracle Data Mining and Oracle R Enterprise and delivers predictive analytics,
data mining, text mining, statistical analysis, advanced numerical computations and interactive graphics inside the
database

11. Current Platform (3)
Oracle Exadata Database Machine can be connected to Oracle Exalytics In-Memory Machine which is an
engineered system that includes an enterprise BI platform, in-memory analytics software, and hardware
optimized for large-scale analytics. With tools for advanced data visualization and exploration, it enables
customers to obtain actionable insight from large amounts of data
The InfiniBand connections between these engineered systems provide high parallelism, which enables
high-speed data transfer for batch or query workloads.
Discovery tools are useful throughout the information lifecycle for rapid, intuitive exploration and analysis of
information from any combination of structured and unstructured sources. Oracle Endeca Information
Discovery is an enterprise data discovery platform for advanced exploration and analysis of complex and
varied data. Information is loaded from disparate source systems and stored in a faceted data model that
dynamically supports changing data.

12. CANVAS. Channels
Own Direct
• Sales Force and Web Sales
• Oracle Consulting Big Data Services can help the customers to choose the right big data solution and integrate it into the
existing environment while staying focused on your critical business needs. Oracle experts provide the skills and experience to
plan, architect, implement, and project manage a solution based on your unique environment and business objectives. The
goal is to help you achieve a successful, long-term big data strategy and deployment, which leverages your existing
information architecture and assets, and enables you to quickly adapt to evolving business and market needs.
• Support Services
• Oracle Premier Support. Oracle Premier Support provides essential support services including 24/7 technical
assistance, powerful proactive support resources, and product updates. With global coverage and 50,000+
development engineers and customer support specialists, Oracle delivers complete, dependable, fully-integrated
service through Oracle Premier Support for Software and Oracle Premier Support for Systems. For qualifying
configurations, customers can receive Oracle Platinum Services for no additional cost
• Oracle Advanced Customer Support Services. Oracle Advanced Customer Support Services provides mission critical
support services for complex IT environments. These advanced support services help maximize performance, achieve
high availability and reduce risk across the complete Oracle stack—from applications, middleware, and database to
server and storage systems
• Blogs
• Support Resources. My Oracle Support: The one-stop support solution for Oracle Premier Support Customers: Search for
solutions, Download patches and updates, Access proactive support tools, Collaborate in the My Oracle Support Community,
Create a Service Request
Partner Indirect
• Specialized Partners in selling and implementing. Example: Diamond (CapGemini, Hitachi), Platinum (Beacon, BizTech),
Gold (HGC, Alpha Data), Silver (Endeca). Certification is gained to serve specific products.

13. CANVAS. Customer Relationships &
Revenue Streams
Customer Relationships
• Customer acquisition
• Customer retention
• Boosting sales (upselling)
The Customer Relationships called for by a company’s business model deeply influence the
overall customer experience.
This relationship involves dedicating a customer representative specifically to an individual client.
It represents the deepest and most intimate type of relationship and normally develops over a
long period of time mostly in the form of key account managers who maintain personal
relationships with important customers.
Revenue Streams
Asset sale. From selling ownership rights to a physical product. Example: Big Data Appliance X4-
2 Full Rack
Licensing. Usage of the protected IP in exchange for licensing fees. Example: Big Data Connectors
Fixed mechanism pricing is used: Price List, Product Feature, Customer segment and Volume
dependent

14. CANVAS. Key Resources
Key Resources
Resources that allow to create and offer a Value Proposition, reach markets, maintain relationships with
Customer Segments, and earn revenues:
• Oracle Team (Sales force, Service, Support Teams). To help the customers to implement a Big Data and
Analytics solution from start to finish, Oracle Services and the Oracle Partner Network offer expertise and
experience that permits to complement customer’ in-house skills and competencies. Oracle’s services
span all phases of the lifecycle. From early questions about what to do first and what to deploy on premise
or in the cloud, Oracle can provide decision models and best-practice-based recommendations. Oracle
Enterprise Architects can help you define a vision for Big Data and Analytics, based on your particular
business opportunities, and create an enterprise architecture roadmap to guide the build-out of your
environment. Oracle can also help you develop a center of excellence to promote best practices and
advance the maturity of your analytics program. Regardless of whether your solution involves upgrades,
migrations, new installations, integration, or all of the above, Oracle Consulting is uniquely qualified to
help – delivering Oracle expertise and a single point of accountability with strong connections to Oracle
Development, Oracle Support, Oracle Technology Partners, Oracle Integration Partners, and other
important players in the implementation
• Oracle Partners Network
• Oracle brands, proprietary knowledge, SW, licensing fees, patents and copyrights, and customer
databases

15. CANVAS. Key Activities
Key Activities
Oracle’s Key activities are related to the Problem Solving and Platform/network:
Platform/network. Platform or network related Key Activities. Networks, matchmaking platforms, software,
and brands it is required continually develop and maintain the platform where the Key Activities relate to
platform management, service provisioning, and platform promotion
Problem solving. New solutions to individual customer problems. Activities such as knowledge management
and continuous training are included
Oracle’s purpose is to serve to customer requirements in order to provide a solution in form of HW, SW and
services that can fulfill their needs.
Such type of activities will include: Product Management, sales, engineering, implementation, training,
support activities.
The solution to be implemented will depend on customer preferences: IaaS, SaaS, Engineered Systems,
between others.

16. CANVAS. Cost Structure
Cost Structure
Costs incurred while operating under a particular business model. Creating and delivering value,
maintaining Customer Relationships, and generating revenue all incur costs. It depends on the
Key Resources, Key Activities, and Key Partnerships.
Value-driven. Premium Value Propositions and a high degree of personalized service: Engineered
Systems
Cost Structures Types:
• Fixed costs. Examples include salaries, rents, and physical manufacturing facilities
• Variable costs. Example: customized services
• Economies of scale. Benefit from lower bulk purchase rates. This and other factors cause
average cost per unit to fall as output rises
Costs Operations
1. Servers Support  % HW cost
2. Licenses
Costs Support
1. Servers
2. Switches
3. Distribution/Systems Management SW
4. Information Management Tools
5. Architect, design, procurement
6. I&C&A

17. CANVAS. Competitors (1)
• 1010data. It offers DB, data integration, reporting, data visualization tools as well as advanced analytics
functions on the cloud including statistical analysis, optimization and machine learning
• Pivotal (EMC spinoff). It offers cloud, big data and an application development environment for big
analytics. Its competitors are: in data integration, data quality, BI and analytics SW competes with IBM,
Oracle and Microsoft. Related to the big data analytics competes with Cloudera, Hortonworks and
Teradata
• Actian. Fast, analytical DBMS options as well as cloud services and data integration and analytics SW
• Amazon. It does all in the cloud. Running of data intensive applications on the cloud. It owns its
Analytical DBMS (Amazon Redshift) as well as its stream analysis option (Amazon Kinesis)
• Infobright. Well suited for machine data info due to its high compression ratio and data skipping
technology
• Cloudera is the market leader for Hadoop SW. Even it claims support for open source SW, it offers
proprietary SW Cloudera Manager for provision, manage and monitor workloads and Cloudera
Navigator for access control and auditing. It thinks that RDBMS will be reserved for niche application in
the future
• Hortonworks. Massive contributor to the open source Hadoop community. Apart from its competitors
Cloudera and MapR, it offers its own Hortonworks Data Management Platform (HDP) as FoC and as
open source software
• Map R claims for high availability and better performance compared to its main competitor Cloudera
• InfiniDB comparable to HP Vertica, Actian Matrix, however automated partitioning features are better,
as well as a better performance with SQL on Hadoop vs. Cloudera Impala and Hive

18. CANVAS. Competitors (2)
• HP HAVEn = Hadoop, Autonomy, Vertica Enterprise Security for n applications competes with IBM
PureData for Analytics (Netezza) and Pivotal. Its ArcSight Logger SW for collecting and analysis of data
and its Operational Analytics are better than IBM, SAP and Oracle
• SAP offers low latency analysis with Hana as well as fast data loading and stream processing
capabilities
• Kognitio offers massive parallel processing DBMS. Its competitors are HP Vertica, Pivotal, IBM
PureData System for Analytics aka Netezza. It supports RAM intensive deployments and provides the
administrative ability to run analysis and processes in memory. Lately has put emphasis on in
memory analysis. It also offers appliance and cloud based services
• Teradata delivers unified big data architecture, where Teradata DBMS is at the heart of the UDA
supporting enterprise DWHs and marts for BI and analytical needs
• IBM takes a comprehensive approach of the Big Data solution: HW, data integration, data cleansing,
data quality SW, BI, Analytics, tools for Hadoop, SaaS portfolio and cloud infrastructure
• Microsoft is all in on Big Data. Its Hadoop is based on Hortonworks Data Platform
Oracle rivals to IBM in the depth and breadth of its data management offerings. It offers DBs, multiple
options of data integration, data quality management, master data management, BI and Analytics, it
address low latency and RT demands