Download Oracle Database Appliance Sales Jarosław Skibiński

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Oracle Database Appliance
Sales
Jarosław Skibiński [email protected]
Agenda
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
Agenda
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
Transforming The Technology Stack
Compute, Storage, Network
Building Blocks
Co-Engineered with
Enterprise Software
Investing in
End-to-end
Best of Breed
Engineering
Engineered
Systems
HW/SW Engineered
to Work Together
•
the
outline
format
Optimized, integrated
andtext
extensible
•
Better performance, reliability, security
•
Click to edit
Open and standards-based
Second Outline
Shorter deployment times
Level
Easier to manage and upgrade
Lower cost of ownership
 Third Outline
Reduced change management
Levelrisk
Integrated support
 Fourth
Outline
Level
 Fifth
Outline
Level

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Engineering Level Optimization Matters
Custom Integrated
Management
Tools
Oracle
Management
Tools
Red Hat Enterprise Linux
Management
Tools
VMware
Oracle's Engineered Stack
Management Tools
Applications
Middleware / Database
OS / Virtualization
Server
Management
Tools
HP
Management
Tools
Brocade
Management
Tools
EMC/NetApp
Storage Network
Storage
Lower Cost / Greater Capabilities /
Accelerated Deployment
Engineered Systems & Appliances
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Cloud Built In
Purpose Built

General
Click to
editPurpose
the
outline text format

Exadata
Exalogic
Database Appliance
Big Data
Exalytics
Second Outline
Level
 Third Outline
SPARC
Level
SuperCluster
 Fourth
Outline
Level
 Fifth
Outline
Level
Agenda
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
Oracle Database Appliance
Simple, Reliable, Affordable
Growing Business Critical Services and Data
High Availability solutions desirable, but not easily deployed
Complex and
Costly
Specific Skills
Required
High Risk
of Failure
Oracle Database Appliance
Best Machine for …
•
•
Readyto-Run
Extreme
Simplicity
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Reducing Complexity
Reducing Cost
Reducing Risk
The Power of Oracle’s Database
engineered for Extreme Simplicity
Value Proposition
Extreme Simplicity
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Easy to Implement
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Easy to manage & maintain
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One box: server, storage, networking
One button installation of software
High availability out of the box
One button patching
Self-managing storage
Auto-detects and auto-corrects
Easy to diagnose and support
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Automated Service Request filing (phone home)
Value Proposition
Pay As You Grow for Oracle DB EE – Only available on ODA
HIGHER
High – 12 Cores
Medium – 8 Cores
Small – 4 Cores
4 Cores Active
Performance
DB License $95K
Hardware $50K
ACTIVATE 4 Additional
Cores
ACTIVATE 4 Additional
Cores
Total DB License
$285K
Total DB License
$ 190K
No Additional Hardware
or Services Required
No Additional Hardware
or Services Required
Automated License Expansion
Installation & Setup
Capacity
HIGHER
Pay as you grow – The detail
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Appliance ships with all 24 CPU cores enabled
Up to 22 ( 20 for RAC ) cores can be disabled
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Customers need to make sure they have the
necessary licences
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Can re-use existing or use ULA.
After initial use, cores can be switched on, but not off
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Generate & download key from My Oracle Support
Request logged against specific device
Generate & download key from My Oracle Support as above
Customers need to have extra licences
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Can buy through normal channels ( upsell opportunity )
Enabling cores does NOT generate or invoice licences
Complete and Integrated
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1 box contains everything you need for a HA Database
Cluster
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2 High performance Servers
12TB Disk
Internal Interconnect
External network connections
Operating System
Oracle Database Enterprise Edition
High Availability software
Software kit for Installation, patching and management
3D demo
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http://oracle.com.edgesuite.net/producttours/3d/x4370-m2/
Appliance Hardware: Cluster in a Box
• 4-RU Chassis

Shared Disk
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
2 Server Nodes
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FRONT VIEW

24 SAS dual ported disk slots
20 x 600GB
– 12TB RAW, 4 TB usable
4 x 73GB SSD (Flash Disks) for redo logs
2 Socket x86 per server
6 Cores per Socket, 12 cores per server
96 GB of Memory per server
2-12 cores per server enabled on demand
Networking
– Redundant 1Gb internal private network
– 2x 10Gb public network per server
– 6x 1Gb public network per server
REAR VIEW

RAS features
– Redundant power and cooling
– Hot-serviceable components
– Triple-mirrored storage
Software: Full Oracle Stack
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Oracle Linux
Oracle Database Enterprise Edition ( 11.2.0.2 ) with RAC or
RAC One Node
Oracle Grid Infrastructure 11g Release 2 (11.2.0.2)
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Oracle Clusterware
Oracle Automatic Storage Management
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Oracle Enterprise Manager Database Control
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Oracle Automatic Service Requests (Phone home)
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Oracle Appliance Manager: One Button Automation for
Provisioning, Patching, Diagnostics, and Storage
Management
Deployment Overview
Factory
Build System
Image Firmware
Install OS
Customer Site
Connect System to
Network & Power ON
Deploy Grid, DB
with best
Practices
19
Copyright © 2011, Oracle and/or its affiliates. All rights reserved.
Download SW
from MOS
Provide Basic info
to Configurator
Initiate
HealthChec
k
Fully Configured
Database
Confidential – Oracle Internal
One support and maintenance contract
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ASR – “phone home”
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Oracle Premier Support covers…
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Automatic logging of hardware faults
Triggers dispatch of replacement parts
Servers & Storage
OS
Database, RAC & Clusterware
Appliance Management Kit
Single patch kits issued quarterly
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Covering OS, HW Firmware, DB & RAC, Appliance Kit
Agenda
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
What is the Target Market?




Organizations running the Oracle
Database
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Broad market, mid-market emphasis
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Comfortable with Linux
2010 Database Market Share
Distributed organizations
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Retail, medical, banking, government
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Departmental installations
Competitive or highly-regulated
industries
MySQL, SQL Server, DB2 users.
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Leads to Training, Data migration, OS
migration opportunities.
IDC 2011
Primary Qualifying Question(s)
Do you currently use the Oracle Database?
or
Do you have any Oracle DBAs on staff?
Primary Qualifying Question(s)
Do you currently use the Oracle Database?
or
Do you have any Oracle DBAs on staff?
Yes
Planning new database, application
deployments or DB upgrades?
Age of servers? Brand? OS?
Issues with performance?
Need for high availability?
Cost to manage?
Primary Qualifying Question(s)
Do you currently use the Oracle Database?
or
Do you have any Oracle DBAs on staff?
Yes
No
Planning new database, application
deployments or DB upgrades?
What database?
Age of servers? Brand? OS?
Familiar with Oracle Database?
Issues with performance?
Perceptions or past issues?
Need for high availability?
Have any Oracle applications?
Cost to manage?
Microsoft shop?
HW & SW resellers collaboration
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ODA is a hardware AND software sale
Hardware resellers with no Oracle software
background should collaborate with software
resellers
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and vice-versa
+
Agenda
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
Oracle Database Appliance
Competitive positioning
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How do I position the Oracle Database Appliance
against the competition?
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Deployment platform competitors
Database “appliance” competitors
Deployment Platform Competitors
Oracle Database
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HP
Dell
IBM
With these competitors…
Customer (or partner) must
integrate, setup, and install
Customer must be aware of
firmware and compatibility issues
Customer must manage patches
across the entire stack
Customer must work with multiple
vendors to resolve issues
Customer must pay Oracle
Database license for the entire
server(s)
What is an Appliance?
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Definition:
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An instrument or device designed for a particular use or function
Dual-node, fully redundant, pre-integrated
Large memory, 12TB storage
=
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Easy to implement
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Easy to manage
Pay as you grow
flexibility
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Single vendor – full
stack certified
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Oracle Appliance Manager
All appliances
identical
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What is an Appliance?
=
What is an Appliance?
=
=
Select, Procure & Integrate
COMPETITION
2 x SERVERS
STORAGE
Oracle Database Appliance
SET UP
1.
Unpack
2.
Connect*
3.
Install SW **
4.
Configure***
5.
Optimize / Tune ****
2 x SWITCHES
CABLES
DB SW
RAC
OS
* Connect multiple cables for
HA
** Right SW on right
components
***Set the right pameters and
config files
*** OS Parameters
Cluster Parameters
HLES, SGA, Storage
1.
Plug the Power
2.
Plug the Network
3.
Press One Button Install
Competitive Attack Points
How will HP/Dell/IBM respond?
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Commodity x86 + VMware + RHEL
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Use Oracle VM and Oracle Linux
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Oracle VM (x86) is recognized as a hard partition for licensing
All other issues remain, such as easy of implementation,
management, and single vendor support
Customer must be willing to adopt OVM, which adds additional
complexity to the sales cycle
Cloud or managed service offering
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Cannot licence by core
Partner can offer the same
Cost of operations will be much lower = higher margins
Reduce price
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Standard practice for x86/commodity hardware
Oracle Database Appliance vs. HP/Dell
Small HA System (Pay-As-You-Grow)
DELL
HP
ORACLE
HP
Dell
Oracle
Unbreakable
Database
Appliance
System
Configuration
2 x DL380 G7 &
P2000 storage
(6X6 cores)
2 x R710, MD3200
& MD1200 storage
(6X6 cores)
Oracle Appliance
(24 cores total,
2X2 cores active)
HW Price
~$40K
~$40K
$50K
DB EE + RAC
License
$423K
$423K
$141K
Total Cost
$473K
$473K
$191K
Oracle Database Appliance vs. HP/Dell
Small HA System (Pay-As-You-Grow)
DELL
HP
HP
System
Configuration
HW Price
DB EE + RAC
License
Total Cost
Dell
ORACLE
Oracle
Unbreakable
Database
Appliance
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2 x DL380 G7 &
2 x R710, MD3200
P2000
storage
Simplified
install, & MD1200 storage
(6X6
cores)
(6X6 cores)
maintenance,
support
Oracle Appliance
(24 cores total,
2X2 cores active)
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~$40K
12 TB storage
$50K
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$423K
$423K
Single vendor/certified
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~$40K
$141K
Move to HA anytime
$473K
$473K
$191K
Oracle Database Appliance vs. HP/Dell
Small HA System (Pay-As-You-Grow)
HP
DELL
ORACLE
Licensed
Cores
DL 380 G7
R710
Oracle
Appliance
Savings
SMALL
(2X2 Cores)
$473K
$473K
$191K
$282K
MEDIUM
(4X4 Cores)
$473K
$473K
$332K
$141K
LARGE
(8X8 Cores)
$896K
$896K
$614K
$282K
*HP/Dell HW Costs ~50K.
Includes 2 x Server and
storage arrays. Servers are
6-core/CPU systems.
Traditional Environment
Time to Production ~8 Weeks
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Defining the required components – One Week
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Quotation Process with 5+ vendors – One Week
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(server, storage, OS, networking, DB, HA software, management tools)
Installing the full solution – Two Days
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(Acquisition cost, licensing, support, implementation support)
Delivery; Wait for the weakest link – Three Weeks
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(server, storage, OS, networking, DB, HA software, management tools,
support levels)
(design, physical layout, installation)
Testing the running solution – Two/ Three Weeks
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(Testing, regression testing, technical testing)
ODA Benefits
Time to Production ~2 Weeks
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Defining the required components –
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(Single part number for HW, standard SW licenses)
Two Hours
(Run Installation Wizard)
Testing the running solution –
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One/ Two Weeks
(Single Delivery, only one item)
Installing the full solution –
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(Single part number; Engineered solution)
Delivery –
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One Hour
Negotiating pricing with 1 vendor – Three Days
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4X Faster To
Production
(Fully tested, tuned and certified solution)
Two Days
Traditional Environment
Maintenance & Management ~ Four Weeks per Year
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Patching – One Day per Quarter
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One or more patches per vendor per quarter
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Installing & Testing against entire stack
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Server, storage, OS, networking, DB, HA software, management tools
Environment Management – Three Weeks per Year
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2 Days per week for first month
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1 Day each following month
Incident Management – One Week per Year
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Accidents resulting from patching incompatibilities
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Incidents resulting from not setting all parameters optimally
Risk & Compliance – ??
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Is the full stack supported
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Is the full stack vendor(s) compliant?
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Are all components licensed properly?
ODA Benefits
Maintenance & Management ~ 2 Days per Year
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Patching – One Hour per Quarter
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Single Quarterly Patch
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Pre-tested in identical environment
Environment Management – 1.5 Days per Year
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0.5 Days for first month
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0.1 Day each following month
Incident Management – Virtually zero
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Fully tested patches
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Automated install for optimum performance
Risk & Compliance – Virtually zero
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Fully supported
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Fully vendor compliant
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Extremely clear licensing
10X Less
Overhead
ODA Benefits
Three Year Cost Savings on Installation &
Management
Traditional
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ODA
Project Definition 2,000 USD
400 USD
Acquisition
2,000 USD
1,200 USD
Installation
1,600 USD
100 USD
Testing
6,000 USD
400 USD
Patching
4,800 USD
600 USD
Monitoring
6,000 USD
1,800 USD
Maintenance
4,800 USD
100 USD
Administration
4,000 USD
200 USD
Total
31,200 USD
4,800 USD
Database Appliance Competitors
Competitive Database and Hardware
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HP Enterprise Database Consolidation
Appliance
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½ and full rack, pre-integrated hardware and
software
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Standard off-the-shelf components
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Value proposition: Reduce implementation time
Exadata competitors
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E.g. Greenplum, Teradata
Engineered for Performance
Oracle Database Systems Family
Engineered for Simplicity
HIGHER
Oracle DB
Appliance
4 to 24 Cores
PERFORMANCE
12 TB Storage
Exadata Quarter
Rack
292 GB Flash for Redo Logs
24 Database Cores
One Command Deployment,
Patching, and Support
3 Exadata Storage Servers
Cores can be disabled
Oracle DB Appliance 24 core
72 TB Storage
1.1 TB Smart Flash Cache
Smart Scan
Oracle DB Appliance
4 core
Hybrid Columnar
Compression
Fully Expandable
HIGHER
CAPACITY
Summary
• No direct competitors (ie, mid-market appliance)
• “Platform” competitors, such as HP, Dell, IBM
should be positioned for general purpose, nondatabase workloads
• Other “Appliances” compete against Exadata
Agenda
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
Sales Play #1
Simple, Pay As You Grow Database System
Target: Oracle Database installed base
Use cases:
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HW refresh of competitive systems
How to win:
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Sub-capacity licensing provides lowest cost entry point for
Oracle Database, easy mapping to budgets and budget cycles
Opportunity for RAC/RAC One Node
upgrades
Partner services:
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Upgrade, data migration, consolidation
Sales Play #2:
Simple High Availability Database
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Target: Oracle Database installed base
Use cases:
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How to win:
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Databases that should be HA, but aren’t
Databases with 3rd party cluster solutions
Align with upgrade or HW refresh cycles
Ease of deployment, maintenance, support
Lowest cost entry-level HA Oracle Database
Partner services:
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Architecture/blueprint/strategy, upgrades, migrations, HW
refresh/consolidation
Sales Play #3:
New Application Deployments
Target:
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New mid-market accounts
Oracle friendly ISVs
Oracle Database installed base
Use cases:
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Mid-market or vertical focused
apps (with high cost of downtime)
New deployments or refresh
How to win:
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Ease of deployment, maintenance,
support
Lowest initial acquisition cost
ISV Application
Partner services:
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Architecture/blueprint/strategy
Oracle RAC database
Sales Play #4:
Database Consolidation
Target:
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Oracle Database installed base
Use cases:
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Customers running many underutilized departmental
databases
Customers who are suffering from “VM sprawl”
Consolidation of Tier 2 (and below) databases
How to win:
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Ease of deployment, maintenance, support
Lowest initial acquisition cost
Partner services:
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Consolidation
Sales Play Summary
Database Consolidation
Simple, pay-as-you-grow database
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Low entry point
Easy to deploy High Availability
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No HA experience necessary
New application deployments
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Leverage Oracle-friendly ISVs
Database consolidation
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Ease of deployment & support
Objection Handling #1
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“I use Enterprise Edition, but I don’t need to
upgrade to RAC.”
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In an increasingly networked and mobile world, virtually all
data is becoming critical to daily business operations. When
your database is down, you face lost productivity, lost
revenue and loss of customer confidence.
The Oracle Database Appliance delivers the entire value
set of Oracle Enterprise Edition while providing appliancelike ease of deployment, patching, diagnostics, support, and
storage management -eliminating the time, risk and costs
normally associated with building a high-availability solution.
Objection handling #2
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“I don’t like to buy “bundles”…I want to buy the
best components necessary.”
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The Oracle Database Appliance is an engineered solution,
using the very best of breed of products, AND it comes fully
integrated so you don’t need to spend the time and money
on alternative approaches, or assume the risk of not
designing it correctly.
The exclusive Oracle Appliance Manager software provides
unprecedented ease of implementation and management
for the Oracle Database Appliance.
Objection handling #3
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“We’ve already invested in HP/Dell servers and
can’t afford to migrate to Oracle x86.”
–
Total cost of ownership is always a key consideration for
any solution. That’s why the Oracle Database Appliance is
such a great solution for you. You can reduce your annual
OpEx by as much as $70K a year over similar solutions
from HP and Dell, while benefitting from superior ease of
management and single-vendor support.
Objection handling #4
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“I currently use Oracle Database Standard
Edition, so why do I need ODA?”
–
–
Downtime for virtually any application results in lost
productivity for high value corporate resources. ODA
includes one-button install and stack management so it is
easy to use with only basic skill sets.
It also features self-managing storage, automatic alerts on
performance and availability events with auto-correct
failures and automated service request ticketing which
provides significant added value for a relatively small
incremental investment.
OPN Marketing resources
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http://www.oracle.com/partners/secure/marketing/ma
rketing-and-event-kits/oracle-database-appliance497361.html
Contains collateral for demand generation activities
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eBlast templates
Images and copy blocks
Telemarketing scripts
Presentation, quick reference card & datasheet
Sales Kit
Agenda
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•
•
•
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
Oracle Database Appliance
How do I increase the average deal size?
•
Add Oracle Database
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Add support services (HW
12%, SW 22%)
Add Database options
Disaster recovery, replication,
backup
Services & solutions
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Partners can sell licence upgrades
Consolidation
Upgrades & data migration
Oracle Financing
1. Oracle Premier Support
Service and
Support
Tools and
Resources
Product
Innovation
Quickly diagnose and
resolve issues
Get the most of your
Oracle products with
proactive services
Keep pace with change
and capitalize on new
opportunities
Expert technical support
Oracle knowledgebase
Updates

Rapid-response field
service
Lifetime Support

Product health checks
New releases

My Oracle Support
Community


Tools to assist with patching
and upgrades

2. Database Options
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RAC/RAC One Node
Advanced Compression
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Partitioning
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•
•
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Improve performance by segmenting tables/indexes
Highly recommended for large databases (over 400-500GB)
Advanced Security
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Full compression capabilities to reduce storage and improve
performance
Compress and dedupe unstructured data
Encryption of data, backups, and network
Total Recall
Active Data Guard
Management Packs*
–
Diagnostic and Tuning Packs
* Use caution
3. Disaster Recovery & Backup Infrastructure
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Additional Database Appliance with
Data Guard or GoldenGate
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Oracle Secure Backup with Oracle
Tape Storage
–
•
Standby database
Backup and encrypt to tape
Use supported third-party backup
agents
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NetBackup
–
Tivoli
–
Commvault
4. Partner Services & Solutions
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Database Consolidation
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Database Upgrades
•
Database Migration
•
Oracle Business Intelligence/EPM
•
Add-on Oracle software
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Oracle GoldenGate
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Oracle SOA Suite
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Oracle Data Integrator
5. Oracle financing & database appliance
Easy Upgrade
Program
Rapid 1-2-3
Credit Approval
Process
Flexible payment schedules
that map to timing and
deployment
1)
Propose
2)
Accept
Linked to pay-as-you-grow
upgrade program
3)
Approve
IN SOFTWARE
FINANCING
Upsell opportunities summary
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•
•
•
Support
Database options
Backup and DR
Add on services and consultancy
Finance
Agenda
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•
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•
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Oracle Engineered Systems
Introducing the Oracle Database Appliance
What is the target market
Competitive Positioning
Sales Plays
Upsell opportunities
Resell requirements and process
1
Resell Requirements
•
•
•
OPN member at Gold+ in good standing
Acceptance into Oracle Database Appliance Knowledge
Zone
Valid FUDA
–
–
•
Current FUDA (includes Hardware terms)
Early FUDA + Hardware Addendum
NO competency or specialization requirements
Ordering and Availability
•
Price book listed September 13th
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Single SKU (Cat U)
•
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All software ordered through software price list separately
•
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ATO configuration
Only option is the Power Cord
Suggested configurations available via OPN portal and configuration
information on Oracle Database Appliance
Immediate availability with standard lead times
Eligible for OPN Registration & Strategic Product Incentive
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If DB Appliance sold with or without software partner may earn
•
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3% if broad market & OMM registered + 5% Strategic Product
If Software only sold partner may earn
•
only the 3% if broad market & OMM registered
Oracle Database Appliance – ordering process
Order process 24-72 hours
Delivery 8-10 days
Oracle Database Appliance - Summary
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Appliance model
–
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•
Pay as you grow model
–
–
•
Reduces Complexity
Reduces Cost
Reduces Risk
Only on ODA
Reduces up-front costs
Upsell opportunites
–
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Premier Support
DB Options
Services
Call to Action
•
Join the ODA Knowledge Zone
•
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•
Apply for resale rights
Validate your FUDA
–
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•
Current FUDA (includes Hardware terms)
Early FUDA + Hardware Addendum
Train your team
–
Watch Pre-sales, Sales and/or Implementation training available
on ODA Knowledge Zone
•
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http://www.oracle.com/partners/en/knowledge-zone/server-storage/databaseappliance-494792.html
Develop Demand Generation Plan
–
Download marketing kit from OPN Marketing portal
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http://www.oracle.com/partners/en/knowledge-zone/server-storage/databaseappliance-494792.html
http://www.oracle.com/partners/secure/marketing/marketing-and-event-kits/oracledatabase-appliance-497361.html
Join local VAD demand generation campaigns
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ODA - sales points summary
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A fully integrated database appliance in a single
box
Simple one-click installation, patching and
diagnostics
High availability for a wide range of application
databases
Reduced planned and unplanned downtime
Consolidation of databases onto a common
platform
Pay-as-you-grow licensing
ODA – more valid points
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Minimizing risk ready, tested, build comparing to all
the risks of the customer self-developed solution
Time to market in both aspects:
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Ask one vendor instead of a multiple ones
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One point of delivery which is easy to manage and foresee
Engineered and pre-integrated by Oracle:
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Who knows all the tricks&tips better then we do
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How to properly create a RAC environment?
One point of contact if sth goes wrong*
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Call home function
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No place for an old play HW points to SW, and the opposite
Now well deserved lunch time!
Thank you for attention and not falling asleep!