This document discusses strategies for maximizing the value of Oracle applications. It outlines challenges such as high costs of managing applications across different systems and low user productivity. The strategies presented focus on integrating applications, extending access to mobile users, securely managing applications across systems, and optimizing infrastructure and business insights. Oracle Fusion Middleware is positioned as the foundation for addressing these challenges and maximizing value through innovation and cost cutting.

1. <Insert Picture Here>
Technology Strategies to Maximize the Value of Your
Oracle Applications
Martin Peck, Director Sales Consulting
Oracle Eastern Europe and CIS

2. CIO Innovation Dilemma
• Business Process
Innovation: 29%
• Top-line Revenue
Growth: 20%
CIO TECHNOLOGY PRIORITIES SURVEY, CIO MAGAZINE, JANUARY 2010
• Lowering business
operations costs: 26%
• Managing the IT
infrastructure more
efficiently: 23%
What will be your primary focus for IT
investments over the next 12 months?
Focus on Innovation Focus on Cost Cutting
49%49%

3. High TCO for managing application and data infrastructure,
complex management, security and reporting across applications
Low user productivity and adoption due to cumbersome
interfaces, lack of mobile connectivity, inability to access relevant
content
Complex implementations and upgrades due to code
customizations, brittle connections between applications
Challenges with your Applications
… Roadblocks to Innovation and Cutting Costs ?

4. Enterpri
se
Architec
ture
Enterprise Centric
Oracle
Fusion
Middleware
ERP
CRM
HR
SCM
Application Centric
ERP
SCM
CRM
HR
SCM
HR
CRM
Shift from Application Centric…
To Enterprise Centric

5. The Path to Maximizing Value
• Integrate your applications fully to your business
processes
• Build greater application flexibility without writing code
• Extend access to your application information to business
users and even outside the four walls of your business
Maximizing the value of your
applications through innovation
Focus on Innovation

6. The Path to Maximizing Value
• Integrate applications to reduce maintenance costs
• Better manage upgrades and migrations without
down-time
• Improve productivity and lower development costs
• Lower the TCO for application infrastructure
Maximizing the value of your
applications by cutting costs
Focus on Cost Cutting

7. Foundation for Your Applications
Custom, Other…
Other ApplicationsOracle Applications

8. Oracle Fusion Middleware Strategy for
Applications
• Oracle Applications and many of today’s leading
applications are certified to run on, integrate to, and
interoperate with Oracle Fusion Middleware
• Value-added solutions include best-practices for
managing processes, data models, delivering
content, optimizing infrastructure, improving insight
• Oracle Fusion Middleware is the foundation for
Fusion Applications

9. Centralize management
for lower TCO
Consolidate security
administration
Add functionality
outside the application
Accelerate user adoption
among disparate users
Extend
Maximizing the Value of Applications
Automate integration,
easily connect
Integrate
Access timely, trusted
data for a single view
Exploit integrated systems
for better performance
Improve access to
reports and analytics
OptimizeSecure, Manage

10. Integrate

11. Integrate Applications
• Delayed time-to-value for connecting
applications, often hard-coded
• Business processes span multiple
applications, require human workflow
• Business applications need data that is high
quality, consistent, and timely

12. •150+ Enterprise Application Adapters
•SOA/BPM Framework, Tools, and Methodology
Oracle SOA Suite
OSB B2B
BPEL PM BAM
Application
Adapters
Complete Application Integration
Oracle BPM Suite
Process
Analysis
Process
Composer
BPM
Studio
Oracle Governance
Repository Registry Management
Custom, Other…

13. Transform BPEL
Rules
Human
WF
Web Services
Canonical Services
(Enterprise Business Objects)
SOA Composites
Account
Order
Customer
Product
Integration Applications with Pre-built
Business Objects
Custom, Other…

14. Order Capture Supply Chain
Suppliers &
Logistics
Providers
• Automate processes that span applications
• Improve visibility, agility, efficiency
• Simulate processes for applications
Integrate Processes Across Applications

15. Integrate Data Across Applications
PRODUCT DATA QUALITY
• Right data - right time
• Trusted data – trusted delivery
PRODUCT DATA HUB

16. QUALCOMM Incorporated engages in the development, design,
manufacture, and marketing of digital wireless telecommunications
products and services, powers the majority of all 3G devices
commercially available today.
Reduced Application Customizations
Qualcomm
• Reduced embedded customizations in Oracle e-Business Suite by
developing a loosely coupled business solution using Oracle SOA
• Saved research time from hours to minutes, improving visibility -
information at the die level all the way to the finished lot level
• Prevented unqualified material being shipped to a customer

17. the UK’s fourth largest food retailer with 403 stores. Mainly food and
grocery. Every week nine million customers pass through its doors,
while over 124,000 employees service them.
Simplified Complexity of Applications
William Morrisons
• Migrated from a mainframe-centric architecture to a completely
standards-based service-oriented architecture
• Created a uniform platform to reduce complexity for applications
• Improved the efficiency and time required to deliver business value
via application deployments

18. Extend

19. Extending Your Applications
• Customizations are expensive to implement
and difficult to maintain
• Separate UIs and disparate teams limit user
adoption; unmanaged content difficult to
search, access and share
• Growing needs to support workers,
customers, partners on the go

20. Pervasive
Information
Sources
Presence,
Tags, Blogs,
Linking
Personalization,
Teams, Wikis
Processes Any Device
Integrated User Experience
Richer Connections, Improved Communications

21. Extend Beyond Base Application
Functionality
• Flexible, zero-coding application extensions
• Faster, less expensive application upgrades
• Standardized skill sets for integration and extension
ADF WebCenter
BPM
BI Applications

22. I/PM WebCenter
UCM
Invoices
Service Agreements
Enrollment Forms
Payments
• Speed business processes with content-enabled applications
• Extend reusability of content across applications
• Unified content access, management and publishing, pre-built
integrations
Extend Applications with Content
Enterprise Application Documents

23. • Improve adoption by extending applications to mobile devices
• Enrich content and manage business process and workflow
Mobile Invoice Approval
Support Workers, Customers, Partners On-the-Go

24. Extending to Value to Customers
Wind River
• Reduced the average number of clicks it takes customers to find
information by 50 percent
• Accelerate the process of adding new material to its site, while offering
customers a personalized interface
• Flexible infrastructure leading to fast upgrade time and lower TCO
Wind River, is a world leader in embedded and mobile software. Wind
River has been pioneering computing inside embedded devices since
1981 and its technology is found in more than 500 million products.

25. ING Bank has one of the most extensive ATM networks in operation in
Turkey today. Retail banking products and services, which are
intensively driven by technology, are already contributing increasingly
more to the Bank's business volumes and non-interest income.
Platform for Managing Critical Content
ING Bank - Turkey
• Standard and a scalable, open platform for managing their critical
content across all banking applications
• Flexible content repository with wikis, blogs, personal group spaces, and
easy to extend development capabilities
• Ready-to-use and well integrated to ING HQ and branches

26. Secure and Manage

27. Secure and Manage Your Applications
• Securing & managing application access is
manual, disconnected among systems
• Ensuring compliance of data across
applications can be costly and complex
• High cost, effort, and multiple tools required
to manage the lifecycle of applications

28. Security & Identity Management
Employees
Partners
Customers
• Centralized security management
• Segregation of application roles
• Streamlined compliance
• Reduced IT administration costs
IT Management
Custom Application

29. Oracle Database Security
Security Inside-Out to Protect Application Data
Monitoring
Access Control
Encryption & Masking
Monitoring
• Configuration Management
• Audit Vault
• Total Recall
Access Control
• Database Vault
• Label Security
• Advanced Security
• Secure Backup
• Data Masking
Encryption & Masking

30. Business Driven Application Management
Using Oracle Enterprise Manager
• Single management solution
• Business-driven approach for managing applications
• Fastest issue resolution
Business TransactionsUser Experience Service Management
User Session Analysis
Business – IT Correlation
Enterprise Ready
Transaction Discovery
Business Context
Exception Management
Dependency Models
Performance Management
Lifecycle Management

31. Platform for Securing all Applications
Schneider
• Faster turn around of business issues from weeks to just hours
• Despite doubling systems to manage, user provisioning times were
reduced
• Centralized access management for applications led to elimination of
orphaned accounts
Schneider National is a leading provider of transportation, logistics
and related services. Schneider National serves more than 80 percent
of the Fortune 500® companies.

32. Telenor is the world’s 6th largest mobile operator with 184 Million
mobile subscribers, offering communication services in 14 countries,
40.000+ employees across these 14 countries, and has a history of
more than 150 years in the telecom area.
Platform for Securing all Applications
Telenor
• Standard and secure platform for rolling out new applications (E-
Business Suite, other 3rd party applications)
• Uniform protection of all group applications with a reduced TCO
• Can be deployed for any applications in business units globally

33. Optimize

34. Optimize Your Applications
• Application infrastructure needs to be more
scalable and elastic
• Significant time and effort involved in running
reports against systems
• Hard to connect analytics and business
information across applications

35. Oracle Database 11g
The Right Foundation for Enterprise Applications
• Deliver faster performance
• Eliminate downtime
• Increase data security
• Raise DBA productivity
• Reduce hardware costs
• Reduce storage costs

36. Oracle Exadata
Hardware and Software Engineered to Work Together
• Extreme enterprise application performance
• Consolidate OLTP, DW and batch workloads
• Increase efficiency, save time, lower costs
Custom Application

37. Oracle Exalogic Elastic Cloud
World’s Best Foundation for Cloud
• Hardware and software engineered to
work together
• Fast to set up
• Easy and low cost to operate
• Supports all workloads – no configuration
• Fastest Java performance
• 10x+ boost in speed and capacity
• Mission-critical
• Reliability and performance
• Isolation and security
• Elastic scalability
• Platform for consolidation

38. Exalogic: Unbeatable Hardware
Oracle WebLogic Server Grid
• 30 compute servers
• 360 cores
• 2.8 TB DRAM
• 960 GB solid-state disk
InfiniBand Network
• 40 Gb/sec InfiniBand fabric
• 1.2 microsecond latency
• 10 Gigabit Ethernet to datacenter
Integrated Storage
• System images
• Application files
• Patch centrally
• Clustered for HA
• 40 TB SAS disk
• 4 TB read cache
• 72 GB write cache

39. THE OLD WAY
Disconnected. Open Ended.
The New Way:
ACTION FRAMEWORK
Integrated. Actionable.
Closed Loop BI Solution
Insight to Action

40. CRM
ANALYTICS
ERP
ANALYTICS
Oracle Business Intelligence Enterprise Edition
Sales
MarketingService and
Contact
Center
PriceLoyalty
FinancialsProcurement
and Spend
Supply Chain
and Order
Management
Projects
Human
Resources
Packaged BI Applications
Business Intelligence EE 11g
Custom Applications

41. Royal Caribbean Cruises Ltd. is a global cruise vacation company that
operates Royal Caribbean International, Celebrity Cruises, Pullmantur,
Azamara Club Cruises and CDF Croisieres de France. The company
has a combined total of 39 ships in service. It also offers unique land-
tour vacations across the globe
One-stop Shop for Visibility
Royal Caribbean
• Combines accounting data from JD Edwards and employee data from
PeopleSoft into a single one-stop shop for all shipboard reporting
• Highlights key metrics for “voyage targets” on-the spot for all shipboard
leaders
• Implemented solution in a six week period

42. 100+ year old global corporation, operating in over 170 countries
worldwide, with a global IP network connecting over 1,270 cities
across the globe, with more than 100,000 employees, and a highly
diverse and complex portfolio of high tech products and services.
Improving Visibility and Lowering TCO
British Telecom
• BT’s Uni-App framework for global property management enabled
closure of 46 legacy apps
• BT now rated in the top 10% consumer satisfaction
• Flexible reporting increased responsiveness to “next-day views”

43. Maximizing the Value of Applications
• Integrate silo applications and fragmented
data to simplify implementation and upgrades
• Extend access to business users and mobile
devices to improve productivity
• Secure and manage across applications to
reduce risk and improve manageability
• Optimize application infrastructure and
business insight to lower TCO

44. Foundation for Oracle Applications
100% open-standards-based business applications
Fusion Financials
Fusion Human Capital Management
Fusion Procurement
Fusion Sales & Marketing
Fusion Project Portfolio
Management
Fusion Supply Chain Management
Fusion Governance, Risk &
Compliance

45. What are Fusion Applications?
• Started with a Modern Platform
• Industry-leading, standards-based, configurable, adaptive and secure Fusion Middleware
• Built to Co-exist
• Co-existence with E-Business Suite, PeopleSoft, JD Edwards, Siebel, CRM On Demand,
Hyperion
• Reinvented the User Experience
• Role-based user interface, embedded decision support, pervasive collaboration
• Made Ready for the Cloud
• Private or public cloud
• All in Collaboration with Oracle’s Customers and Partners