Oracle Database appliance - Value proposition Webcast

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Database Partner Activation Plan
Oracle Database Appliance Value Proposition

ECEMEA A&C Partner Business Development

World’s Most Popular Database

• Database Share

• Database for Data Warehouses

• Database for Enterprise Applications

© 2011 Oracle Corporation

The Oracle Database 11g Value Proposition
Improved levels of service and agility at lower cost

Simplified Database
Improved Security & Improve performance Management
Compliance by at least 10x Raise DBA
productivity at least 2x

Reduce storage costs Reduce time & cost of
Eliminate downtime & by factor of 10x application
unused redundancy Reduce server costs Development &
by factor of 5x Deployment

Oracle Database 11g R2

Reduced upgrade costs by a factor of 4x
Considerably simplify your software portfolio
Key enabler for shared computing and/or SaaS delivery model

The Oracle Database 11g Value Proposition

Reduce server costs • by factor of 5x
Improve performance • by at least 10x
Reduce storage costs • by factor of 10x
Downtime & unused
redundancy • Eliminate
Simplify your software
portfolio • Considerably
Raise DBA productivity • by at least 2x
Reduce upgrade costs • by a factor of 4x
Lowering IT Costs

Database Options Value Proposition

Performance &
Security Manageability
Availability

Consolidation Cloud Management
Governance, Risk
Management and
Compliance Data Warehousing
Lifecycle
Management
Extreme
Performance
Quality
Maximum Management
Internal and Availability
External Threats
Storage Performance
Optimization Management

Oracle Exadata Database Machine
Oracle’s strategic database platform

Best for Database
Consolidation

Best for Data Best for
Warehousing OLTP

Oracle Exadata Database Machine
Best Machine for …

“Oracle Exadata can return query results
over 20 times faster, enabling better
business decisions while simplifying
and reducing data warehousing costs
by up to 70%.”

“Oracle Exadata delivers a 10x or greater
storage performance improvement
while reducing the total lifecycle cost of
managed storage by up to 90%”

Oracle Database Appliance
Simple. Reliable. Affordable.

Available Now


Engineered Systems for Oracle Database

Oracle Database
Appliance Full Rack

Half Rack

Quarter Rack
Oracle Exadata
Database Machine


Agenda

- What is the Oracle Database Appliance ?
- What is it’s importance in Oracle Strategy
- What business problem it addresses (Value Drivers)
- The Oracle Database Appliance Value Proposition
- Where, When and How to Position
- What kind of business partners can build around it
- What competitive advantage partners get from it
- Partner Support and Resources

Customer’s challenges in highly availability
platform?

Plug-n-Go
Complexity
Plug the power & network
Multiple components to integrate
One Button Install

Sub-capacity Pricing
High bar for CAPEX and OPEX
Start low…
Pay as you grow

Oracle engineered HA platform
Critical systemsbuilding &
High risk availability
Business success

HA Cluster
Database
Simple Quick Complete Affordable
System in a
single box

Power of Oracle engineered for Extreme Simplicity

Best System for …

Reducing Cost

Reducing Reducing
Complexity Risk

The Power of Oracle’s Highly Available Database engineered for

Solution – Hardware: Cluster in a Box
FRONT VIEW  4-Rack Unit Chassis
 Shared Disk
– 20 x 600GB: 12TB RAW, 4 TB usable
– 4 x 73GB: 292 GB Solid State Storage
(Flash Disks) for redo logs

 2 x dual-socket Server Nodes
– X86 Intel Xeon processor (X5675)
– 2x 12: 24 cores - enabled on demand
REAR VIEW – 2 x 96:192 GB main memory

 Networking
– Redundant 1Gb internal private network
– Supports 1Gb and 10Gb public networks

 RAS features
– Redundant power and cooling
– Hot-serviceable components
– Triple-mirrored storage

Solution – Software: Full Oracle Stack
• Oracle Linux
• Oracle 11gR2 Database EE
– RAC or RAC One Node
– DB EE Option up-sell
• Oracle Grid Infrastructure 11g Release 2
– Oracle Clusterware
– Oracle Automatic Storage Management (ASM)
• Oracle Enterprise Manager Database Control
• Oracle Appliance Manager software
– Oracle Automatic Service Requests (Phone home)
– One Button Automation for Provisioning, Patching, Diagnostics,
and Storage Management

Rapidly Deploy a Database Cluster
Appliance Manager Software
– Plug in the power
– Plug in the network
– Wizard-driven install
Single Instance (Oracle Database Enterprise Edition)
• Runs on one node
• Automatic restart

Active – Passive (RAC One Node)
• Runs on one node
• Passive failover on failure

Active – Active Cluster database (RAC)
• Active failover on failure
• Load balancing

Easy to Deploy, Manage, and Maintain
Reduced Installation and Administration Effort

Installation
Expertise

Optimization
Expertise

Network
Administration Savings
Time

Cost
Storage
Administration

System
Administration

Database Oracle Appliance
Administration Manager

Build Your Own Oracle Database
Appliance


Simplicity Equals Savings

Dell/HP Build Your Own Database Labor Savings
Labor Requirements Appliance (OPEX) Over 3
Years
Initial Sizing, ordering, researching Order $13,860
Deployment best practices, assembling, Database
installing, patching, Appliance
configuring, testing unique and run one
configuration, resolving command
issues
Maintenance Research patch Run one $41,160
dependencies, locate Command
patches, test unique
configuration
Support Troubleshoot configuration Run one $12,600
with support, locate log files, Command
file SR

~ 70K OPEX savings per system

System Pricing

• Hardware
$50,000 List
Discount category U - maximum 30% discount
• Software
Standard Database licensing applies
Sub-Capacity Licensing
Customers may choose to enable and license from a minimum of
4 Cores to a maximum of 24 Cores
Customers & Oracle can both audit how many cores the customer
is & has actually been using including high water-mark

‘Pay-as-you-Grow’ Database Licensing

• Purchase single hardware configuration
• Start with minimum of 2 processor core licenses
• Scale to maximum of 24 processor core licenses
• No hardware upgrades required
• License database software just for the cores you
enable

Oracle DB EE Oracle High
Standalone Availability
 

Low Entry Cost To High Availability
HP Oracle Database Appliance

• 24 processor cores • 24 processor cores
• Manual configuration & installation • One-button configuration & installation
• Multiple-vendor support contracts • Single-vendor support contract
• Minimum 24 processor core licenses • Minimum 2 processor core licenses

HW CAPEX Savings

HP Dell Oracle
Database
Appliance

System 2 x DL 380 2 x R710 Single SKU
Configuration G7 & P2000 MD 32000 &
storage array MD 1200
storage array
List Price $ 52,026 $ 48,404 $ 50,000
Street Price $ 40,580 $ 39,691 $ 35K – 40K

hardware CAPEX is a wash

Software CAPEX Savings

HP Dell Oracle
Database
Appliance

System 2 x DL 380 2 x R710 Single SKU
Configuration G7 & P2000 MD 32000 &
storage array MD 1200
storage array
List Price $ 896,000 $ 896,000 $ 191K – 896K
Street Price $ 543K* $ 543K* $ 119K* – 543K*
* assume EE + RAC at 40% sw discount

subcapacity pricing can result in significant software savings

Pay As You Grow for Oracle DB EE

High – 12 Cores
HIGHER

ACTIVATE 4 Additional
Medium – 8 Cores Cores

ACTIVATE 4 Additional Total DB License
Performance

Small – 4 Cores Cores $285K

Total DB License No Additional Hardware
4 Cores Active
$ 190K or Services Required
DB License $95K
No Additional Hardware
Hardware $50K
or Services Required

Automated License Expansion
Installation & Setup

Capacity HIGHER

Pay As You Grow for High Availability

High – 24 Cores
HIGHER

ACTIVATE 12 Additional
Medium – 16 Cores Cores
ACTIVATE 12 Additional With High Availability
Small – 4 Cores
Performance

Cores Total DB + RAC License
4 Cores Active High Availability $846K
High Availability Total DB + RAC License No Additional Hardware
$ 564K or Services Required
DB + RAC License
$141K No Additional Hardware
Hardware $50K or Services Required

Automated License Expansion

Installation & Setup

Capacity HIGHER

Value Proposition
Simple High Availability Database

• Easy to Implement
– One Box: server, storage, networking
– One Button Install of SW

• Easy to manage & maintain
– One button patching
– Self-managing storage
– Auto-detects and auto-corrects

• Easy to diagnose and support
– Automated Service Request filing (phone home)
– Relevant logs gathered and packaged for support

Oracle DB Appliance
For Partners

Value Proposition

Key
questions

Useful Battle
Resources cards

ODA

Products
References
mapping

Learning
Path

KEY BUSINESS REQUIREMENTS

Standardization in Order to Reduce Complexity

Consolidation and Rationalization

Hardware Refresh

Scale and Grow Without Impact

Cost of Monitoring, Maintaining, and Supporting the IT
Infrastructure

Key Questions – Oracle Database Appliance

What challenges are you facing with your current Database systems?
•Describe how you select, deploy, and support your database environments. How many
people/resources are required?
•Describe any platform standardization efforts and why you consider these to be important.
•Describe any near term hardware refresh plans.
Head of DBAs •Describe any difficulties dealing (implementation, management, support, etc…) with multi-
and Development vendor solutions.
• What will be the impact to your business if the systems are down because of hardware failure?

• Are your Database systems aging? Do you have any plans to upgrade these environments?
• In regards to your databases and related applications - describe the current service levels
(formal or informal) set by the business. How often and why are they breeched?
• Is it difficult to get approval for new budgets when you need to grow infrastructure?
• Do you find that your administrators are stretched to cover knowledge domains they
weren’t trained in?
•Have you planned new projects such as DR or Data Warehouse environments but
haven’t had the time and resources to make it happen?
Architect
• Describe your perception of how timely IT is at delivering new business applications especially
when a database is required.
•Is platform standardization important in your organization? Describe why it is important.
•How do IT upgrades and outages impact your business and applications? How often do outages
occur?
•How does the use of multiple platform vendors impact your business and applications?
•Describe you perceptions of ITs ability to support your database/applications environment.
CxOs Describe your perceptions of database skills that IT possesses.
Business people • What would be the impact to your company? Are you able to put a dollar cost on the impact of
1 hour’s downtime during core business hours.

PAIN POINTS
CxO/LOB
• Inability to quickly gain access to new or upgrade existing business applications
and responding to changing business needs.
• Too many applications and systems that don’t function with each other, reducing
agility
• IT is seen as a business inhibitor not as an asset
• Dealing with an IT culture that defends why they can’t do something instead of
enabling the business
• Too much of the IT budget is spent maintaining the status quo and not innovating

IT Director
• Difficulty finding skilled database experts
• Finger–pointing among server and software vendors
• Time and expense of custom configurations and integration as the business
changes and grows
• Spends too much time maintaining current environment, need to know too much
in order to maintain the IT environment properly
• Aging hardware that needs to be refreshed.

Primary Business Opportunities
Sell Oracle DB Appliance
• Lower the bar for required IT skills
as a simple, affordable, • Lower the cost of running an HA system – CAPEX and OPEX
low risk high availability • Lower the risk associated with building/running HA databases
database system

Sell Oracle DB Appliance • Customers have a built-in growth capability from 2 to 24
as a pay-as-you-grow cores
database system • Customers can pay (for software) only for the cores they need

Sell Oracle DB Appliance
as a consolidation • Minimize underutilized servers
platform for running • Better departmental consolidation than VMWare
many small databases

Sales Play #1
Simple, Pay As You Grow Database System
• Target: Oracle Database installed base
• Use cases:
– HW refresh of competitive systems 2010 Database Market Share
Other

• How to win: 14%

– Sub-capacity licensing provides Microsoft
Oracle
20%
lowest cost entry point for 45%

Oracle Database, easy mapping to
budgets and budget cycles
– Opportunity for RAC/RAC One Node IBM
21%
upgrades
IDC 2011

• Partner services:
– Upgrade, data migration, consolidation

© 2011 Oracle Corporation – Proprietary and Confidential: Authorized Partners Only

Sales Play #2
Simple High Availability Database

• Target: Oracle Database installed base
• Use cases:
– Databases that should be HA, but aren’t
– Databases with 3rd party cluster solutions
– Align with upgrade or HW refresh cycles
• How to win:
– Easy of deployment, maintenance, support
– Lowest cost entry-level HA Oracle Database
– Architecture/blueprint/strategy, upgrades, migrations, HW
refresh/consolidation


Oracle Unbreakable Database Appliance
Sales Play #3:
New Application Deployments

• Target:
Micros, AGFA (MPAX),
– New mid-market accounts INFOR, AMDOCS
– Oracle Database installed base (ChangingWorlds), SunGard
Higher Ed (Banner),
• Use cases: Intergraph (GeoMedia),
– Mid-market or vertical focused apps Alcatel-Lucent, Ericsson, Pyro
(with high cost of downtime) Networks Pvt. Ltd., Neusoft
– New deployments or refresh Corporation, Huawei
Technologies Co. Ltd, Eserv
• How to win: Global, GEMALTO, Smartsoft,
– Ease of deployment, maintenance, Samsung SDS, ABB, Kingdee
Software(China), Cisco
support
Systems, Accanto (Italy)
– Lowest initial acquisition cost
– Architecture/blueprint/strategy


Oracle Unbreakable Database Appliance
Sales Play #4:
Database Consolidation

• Target:
– Oracle Database installed base
• Use cases:
– Customers running many underutilized departmental databases
– Customers who are suffering from “VM sprawl”
– Consolidation of Tier 2 (and below) databases
• How to win:
– Ease of deployment, maintenance, support
– Lowest initial acquisition cost
– Consolidation


Value Proposition

Value to the Customer Value to the Partner

Simple Business Continuity Increase solution
competitiveness
Fast Deployment & Simple to
Manage Easy to diagnose and support
with Reduced Risk
Lower costs of High Availability
Improved Time-to-Benefit
Increased Satisfaction
Out of the box benefits &
Immediate ROI Simplified Support

World’s #1 Database Increased recurring revenues
Future-proof investment

Best System for …

• Reducing Complexity
• Reducing Cost
• Reducing Risk

The Power of Oracle’s Highly
Available Database engineered for
Extreme Simplicity

Highly Available Database System in a Single Box

• Simple
– Complete, plug-and-go hardware and software
– Easy to implement, manage and maintain
• Reliable
– Highly available database cluster configured in minutes
– Advanced management features and single vendor support
• Affordable
– Capacity on pay-as-you-grow basis
– Consolidation platform for small databases


Battle Card Oracle Database Appliance
Client needs Value Proposition / Key messages Target Audience
1. Best-of-breed high-availability Simple, reliable and affordable high availability database • Oracle Database customers
solutions - all in a single box looking to refresh hardware or
2. Speed to Market for new services • No single points of failure expand databases
3. Application performance and quality of • DB failover Job Roles: IT director, DBA
service. • Three copies of data
4. Efficient use of computing resources • Customers using or planning to
5. Business continuity Easy to Implement implement Oracle applications and
6. Faster time to ROI when business • One Box: server, storage, networking needing a high-availability
changes and IT must deliver new • One Button Install of SW database to underpin them
solutions Job Roles: CIO
Easy to manage & maintain
• One button patching • Database consolidation
• Self-managing storage customer s with several small
Business problems • Auto-detects and auto-corrects Oracle and/or non-Oracle
databases
1. Low business satisfaction for
Easy to diagnose and support Job Roles: IT director
price/performance of the IT department
• Automated Service Request filing (phone home)
• Poor database performance
• Relevant logs gathered and packaged for support Size of Organizations:
• Inability to scale on demand
• Inefficient systems Midsize, $100-500M annual revenue
The Oracle Database Appliance delivers high availability and 300-1500 employees
• Very high hardware costs and under-
database services for a wide range of applications. It offers
utilization of hardware
customers unique pay-as-you-grow software licensing to Target Audience
2. Long deployment time of IT solutions -
seamlessly scale from 2 to 24 processor cores, without the CIOs and management in midsize
Complexity of building own HA
cost and downtime usually associated with hardware organizations
solutions
upgrades. This lets customers save from $10K to $60K
3. High costs of administrating IT
compared to competitors’ solutions. And, all hardware and
systems
software components are supported by a single vendor –
4. Cost of downtime & Need to protect
data Oracle.

Battle Card Oracle Database Appliance
Key Questions – Exadata Database Machine Products
• What is the impact of downtime for your key business critical applications? Oracle Database Appliance a complete
What You Really Want to Know: What are these key new and existing apps? What are their package of software, server, storage, and
HA requirements? Which DB version do they use on what OS/HW platform? Do they have a network that's engineered for simplicity;
ULA in place? Who are key business owners of those apps? saving time and money by simplifying
• What issues do you have in architecting, deploying and managing HA databases? deployment, maintenance, and support of
What You Really Want to Know: How complicated and costly is it to manage their HA DB database workloads. Including
systems? Do they have the expertise and in-house skills to setup and manage HA DB? What
impact does a heterogeneous stack have on their operation and support? •Oracle Enterprise Linux
• Are you currently experiencing challenges in meeting SLAs due to quality of service •Oracle 11gR2 Database EE
issues on your DB servers? •RAC or RAC One Node
What You Really Want to Know: Are they running business critical DBs on systems that are
•Oracle Enterprise Manager
3+ years old? Are there performance issues that might be solved by reduced downtime or
greater capacity and more powerful systems? Are they putting off upgrades because replacing •Oracle Automatic Service Requests
HA data services is complicated and/or risky? How do they measure cost of planned and
unplanned downtime?
• Can you expand Oracle Database services quickly enough to meet the business DB EE Option up-sell
requirements?
What You Really Want to Know: Have they missed deadlines to deliver new application
services due to hardware upgrade or support issues? How long does this typically take? How
many people/resources are required? Are IT budget constraints limiting ability to deliver on
business needs?
Oracle Differentiators
1.Oracle is the only company to provide a complete HA solution on the market in a single
platform
2.Complete, integrated software stack of storage, servers, OS and database software
3.Oracle on Oracle reduces TCO through quick deployment, certified configurations, sizing
guides, energy and space efficient technology, simplified administration and support
4.Lower risk: proven solutions offer higher security, greater availability and more predictable
performance and scaling.
5.Oracle’s unique “pay as you grow” strategy allows you to delay up to $705K in licensing costs
of comparable server until you actually need the capacity.

Oracle Database Systems Family

Engineered for Simplicity

DB Appliance Engineered for Performance
4 to 24 Cores
HIGHER

Cores can be disabled
12 TB Storage Exadata Quarter
Rack
PERFORMANCE

292 GB Flash for Redo Logs
One Command Deployment, 24 Database Cores
Patching, and Support
3 Exadata Storage Servers
72 TB Storage
DB Appliance 24 core
1.1 TB Smart Flash Cache
Smart Scan
Hybrid Columnar
Compression
DB Appliance
4 core Fully Expandable

CAPACITY HIGHER

Looking for Opportunities…
Opportunity Look for…
Simple HA database Customers running critical single instance databases
who are afraid of HA
Customers running 3rd-party failover in need of HW
refresh
Customers deploying critical databases to remote
locations with limited expertise (i.e., retail locations)
Pay as you Grow Database Customers deploying a new application that will grow
over time
Customers deploying a new application who have no
capacity projections
Departmental Consolidation Customers running many underutilized departmental
databases
Departments in enterprises looking for a quick to deploy
solution w/o involvement from Corporate IT

Objection Handling
• “I use Enterprise Edition, but I don’t need to upgrade to RAC.”
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 appliance-like ease of deployment, patching, diagnostics, support, and storage
management - eliminating the time, risk and costs normally associated with building a high-availability
solution.
• “I don’t like to buy “bundles”…I want to buy the best components necessary.”
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.
• “We’re 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.
• “ 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.

Objection Handling
• We deploy databases on cheap commodity based hardware:
The purchase price of hardware is only a small part of the overall TCO of a Database solution. Oracle’s
Database Appliance is a hardware and software complete, Oracle Engineered System that offers rapid
deployment, simplified management, monitoring, and support from a single vendor reducing overall TCO.
• We have concerns that we’ll outgrow the Oracle Database Appliance:
•The Oracle Database Appliance is ideal for SMBs and as a departmental database solution. The Database
Appliance can leverage the Oracle Database Advanced Compression shrinking the size of database while
increasing performance. In addition Oracle offers other Engineered Systems (Exadata and SuperCluster) in
order to accommodate larger environments.
• We have concerns that performance will diminish over time:
•Unlike commodity servers that require an outage to upgrade processors, or must be purchased with more
head-room then initially required, the Oracle Database Appliance provides a unique pay-as-you-grow
software licensing model to quickly scale from 2 to 24 processor cores without any hardware upgrades or
outages.
• We have concerns about the product roadmap.
•The Oracle Database Appliance is sold as standalone highly available database solution. The servers
utilized for the Database Appliance will continue to evolve and follow the Sun product roadmap.
• We don’t have Oracle databases.
• Every business has database requirements. The Oracle Database Appliance offers customers the World
number one database on an Oracle Engineered System the is simple to deploy, simple to manage, and
simple to support. The Database Appliance offers the ideal platform to take advantage of the Oracle
Database while lowering your overall cost of ownership.

Useful Material & Resources
• Oracle Database Appliance Announcement Webcast
• PartnerCast: Oracle Database Appliance Product Overview
• Overview of the Oracle Database Appliance - Bob Thome@OOW2011
• PartnerCast: Oracle Database Appliance Partner Value Prop
• PartnerCast: Althoff Highlights Oracle Database Appliance

• Oracle Database Appliance (YouTube)
– YouTube: Introduction to the Oracle Database Appliance
– YouTube :Overview of Oracle Database Appliance by DerelCaro
– By Partner Enkitec
• ODA Comparison to a Traditional Database System
• Don't Leave Your ODA Naked
– By Partner BIAS (PartnerCast: BIAS Speaks to Oracle Database Appliance )
• YouTube: Oracle Database Appliance: Part I Overview
• YouTube: Oracle Database Appliance: Part II Installation

Useful Material & Resources
• Oracle Database Appliance 3D Demo

• System Handbook
– Main System Page
– Full Components List

• Analyst Research Notes
– Ovum, Oracle Applies for Database Simplicity, October 2011
– ESG, Oracle Database Appliance: A Simple, Economical Option for SMBs
and Independent Software Vendors, October 2011
• Oracle.com Partner & Customer Quotes

Partner 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


For More Information

oracle.com/goto/databaseappliance

oracle.com/partners/goto/databaseappliance

Oracle Database appliance - Value proposition Webcast

Oracle Database appliance - Value proposition Webcast

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