1. Jill Hughes Oracle Business Intelligence

2. Demystifying “Oracle BI”

3. Some Terms OBI EE: Oracle Business Intelligence Enterprise Edition
This is the “strategic” BI Platform for Oracle that was inherited from the Siebel acquisition.
OBI SE: Oracle Business Intelligence Standard Edition
This is the new packaging of Oracle Discoverer & other legacy Oracle BI technologies.
Pre-Packaged Oracle BI Applications
BI application solutions for EBS, PSFT, JDE, SEBL, and SAP, that generally include pre-built ETL, DW, Metrics, Reports & Dashboards.
These solutions are:
DBI: Daily Business Intelligence
EPM: Enterprise Performance Management BI Applications
Packaged, subject-specific warehouses and data marts
OBI Applications: Business Intelligence Applications (from Siebel)

4. Oracle Business Intelligence Applications Pre-Siebel Acquisition – Oracle Offerings
DBI UI (Performance Management Viewer)
DBI Apps
EBS
Financials DBI
Supply Chain DBI
HCM DBI…
Oracle DBI
3rd-Party (Business Objects, Cognos, etc)
EPM BI Apps
JDE
PSFT
Financial Warehouse
HCM Warehouse
SCM Warehouse
PeopleSoft EPM
Other
User Interface
BI Platform
Data Sources

5. SBA UI (Dashboards, Answers, Alerts) Siebel Business Analytics
Oracle Business Intelligence Applications Pre-Siebel Acquisition – Siebel Offerings
SBA Apps
SBA UI (Dashboards, Answers, Alerts)
Financial Analytics
Supply Chain Analytics
Workforce Analytics…
JDE
Other
SAP
EBS
PSFT
SEBL
Siebel Business Analytics
User Interface
BI Platform
Data Sources

6. Oracle Business Intelligence Applications Oracle Offerings Today
DBI UI (Performance Management Viewer)
3rd-Party UI (Business Objects, Cognos, etc)
OBI EE (Dashboards, Answers, Alerts)
User Interface
Siebel SBA Renamed to:
Oracle Business Intelligence Enterprise Edition (OBI EE)
HCM DBI…
Supply Chain DBI
Financials DBI
Workforce Analytics…
Supply Chain Analytics
Financial Analytics
DBI Apps
EPM BI Apps
SCM Warehouse…
Financial Warehouse
HCM Warehouse
SBA Apps
BI Platform
JDE
Other
Data Sources
EBS
JDE
Other
EBS
SAP
PSFT
PSFT
SEBL
Oracle DBI
PeopleSoft EPM
Siebel Business Analytics

7. Oracle Business Intelligence Applications ‘Better Together’ Offerings – By End FY2007
DBI UI (Performance Management Viewer)
3rd-Party (Business Objects, Cognos, etc)
OBI EE (Dashboards, Answers, Alerts)
OBI EE (Dashboards, Answers, Alerts)
OBI EE (Dashboards, Answers, Alerts)
User Interface
HCM DBI…
Supply Chain DBI
Financials DBI
SCM Warehouse …
Financial Warehouse
HCM Warehouse
Workforce Analytics…
Supply Chain Analytics
Financial Analytics
DBI Apps
“OBI EE” as the new UI
CY2006 Delivery
EPM BI Apps
SBA Apps
BI Platform
JDE
Other
Data Sources
EBS
JDE
Other
EBS
SAP
PSFT
PSFT
SEBL
Oracle DBI
PeopleSoft EPM
Siebel Business Analytics

8. OBI Myths Myth: Oracle’s BI Technology Strategy is still being debated
Truth: OBI EE technology is the centerpiece of Oracle’s BI Strategy.
Myth: Oracle’s EPM/DBI strategy is going away
Truth: OBI EE is the Business Intelligence platform on which the pre-built Siebel BI Applications are built, and OBI EE is also the new Business Intelligence platform for EPM & DBI. This gives us the ability to offer our customers the “BI application” solution that best meets their needs.
Myth: The Siebel BI Applications are for Siebel CRM only
Truth: These applications are ready to go today for Oracle EBS, PeopleSoft, and SAP, with JDE coming this fiscal year.
Myth: Oracle is going to buy Business Objects (or some other BI vendor…)
Truth: Who knows? A BOBJ (or other) purchase will always be on the radar. But such a purchase has nothing to do with product strategy – OBI EE is the strategic technology choice.
Myth: TSMs sell OBI EE; ASMs sell OBI Applications; BI sells both
Truth: We sell what best fits the customer’s needs. Pre-built BI Apps are a major differentiator, whether it’s EPM, DBI, or SBA. Application deals are 3-4x larger than pure Technology deals.
Message to TSM’s: Would you rather get 100% of a 200K deal, or 50% of a 800K deal (our average sales prices over the past 5 years).

9. The Market Situation

10. Let’s start with a simple proposition
Everyone in your company can do their jobs better if they made decisions and took actions based on actual information rather than “best guess” or “how we did it last year”
Sounds simple, but….

11. BI Challenges Today …not easy to achieve! Fragmented In-consistent
Report-centric
Restricted
Non-Intuitive
Hasn’t the promise of BI been there for the past decade?

12. The Business Intelligence Marketplace
Market Size
$9.6B
$10B
$8.8B
$8.1B
$8B
$6.2B
$7.5B
$5.6B
$5.1B
BI Applications
$4.6B
$4.1B
$6B
$3.7B
$4B
BI Tools
$4.9B
$4.2B
$4.5B
$4.7B
$2B
$3.8B
$4.0B
Source: IDC, 2004
2003
2004
2005E
2006E
2007E
2008E
98 Million
100
80%
Estimated
User Potential
Current % User Penetration
BI Tools
70% 80
60%
66%
59 Million
50% 60
51%
BI Apps
SCM
40% 40
CRM
30%
33%
30%
20% 20
ERP
10%
10%
2010 Seat Estimates
ERP
SCM
CRM
BI Tools BI
Apps
Sources: Goldman Sachs Estimates & Department of Labor

13. Insight-Driven Business Processes
“Business intelligence (BI) is moving into the context of the business process, not just to make users’ information experience more effective, but also to allow for business process optimization.”
Software Macro-Trends: Reshaping Enterprise Software - Sep 2005

14. Oracle History in the Market
80-85% of COGN, BOBJ & HYSL’s revenue come from selling their “Tools” on top of an Oracle DW.
SAP sells SAP/BW with every deal – it looks and feels like a clean, integrated story (even if it’s not true).
At Oracle, in Commercial for FY06:
~18M in total revenue for CPM/EPM
Avg deal size ~$64K
3rd Largest EPM Deal in Q4: 700K for EPM/Scorecard
And yet $1.4M went to BOBJ for the BI piece
Oracle dominates in the DW market share, but is largely not visible in the BI tools market…not yet at least.

15. Siebel Business Analytics History
In November 2001, Siebel bought nQuire Software – 55 employees, not much revenue, revolutionary BI Platform that is now OBI EE.
In FY2005, 27% of Siebel’s Revenue came from Siebel Business Analytics – both technology & applications.
There are now over 800 SBA (OBI EE) customers
20% ONLY use the BI Technology (OBI EE ONLY)
5% ONLY use restricted “application-only” version of OBI EE
75% use BOTH the pre-packaged BI applications and the BI Technology for custom-built BI applications on existing data warehouses & other sources

16. Siebel Business Analytics History
Market Leader in Analytic Applications
for Sales, Service, and Marketing
Fastest Growing in BI Market 60 50 40 30 20 70 10 80 90
100
110
Rank
Vendor
% Share 1
Siebel Systems
15.4% 2
SAS Institute
12.7% 3
NetIQ
6.0% 4
Epiphany
5.8% 5
SAP AG
4.1% 6
SPSS
3.6%
CRM Analytics is now an $800M market and is the fastest growing segment of the $8 billion business intelligence market. Siebel Systems is now recognized by IDC as the clear market share leader in CRM Analytics, as well as the fastest growing company!
Siebel’s rapid growth and success in this market provides proof positive of the increasing importance and value of Analytics integrated tightly with CRM. It also validates Siebel’s approach to deliver these Analytic Applications on top of a powerful Analytics Platform that is capable of accessing data in sources beyond Siebel applications, and one that is well suited for use by large numbers of users as an enterprise-wide business intelligence platform. 7
Fair Isaac
3.5% 8
Business Objects
3.1% 9
Coremetrics
2.1%
2003
2004 10
NCR Teradata
1.9%
Siebel BI License Rev (U.S. $ Millions)
2005 Revenue $120.3M
Sources: IDC Vendor Rankings, Worldwide Customer Analytics Applications (2003), July 2004

17. Oracle & Siebel in the BI “Tools” Marketplace
GARTNER COMMENTS ON
THE SBA BI Platform
“Unlike other mega software vendors, Siebel's BI platform is application source independent and is, arguably, the best front end to a Teradata data warehouse.”
“Siebel Business Analytics is one of the more innovative and comprehensive sets of functionality among the BI platform vendors, including some advanced analysis and data-mining functionality and packaged industry-specific analytical applications.”
BI Platform acquired from nQuire Software in Nov 2001

18. Siebel Business Analytics History
Aerospace & Defense
Commercial Banks
Pharmaceutical
Computer Office Equip
Diversified Financials
Railroad
Medical Products & Equip
Telecommunications
Securities
Network & Comms Equip
Life & Health Insurance
5 of the top 6
4 of the top 5
8 of the top 9
6 of the top 9
3 of the top 4
3 of the top 6
2 of the top 4
3 of the top 5
Oracle BI EE, which has it’s roots as we mentioned with the Siebel Business Analytics products, has been widely adopted by industry leading companies. Companies like P&G, UPS, Citibank, Pfizer, DirecTV, L’Oreal, Cisco, and United Heathcare to name a few. The BI EE platform was first developed starting in 1997, and first came to market in a major way through Siebel in 2001, so in a short period of time it has become the choice of leading companies looking to take the next step in their use of BI and analytics.

19. So, the Opportunity for Us
Get in front of Cognos, Business Objects & Hyperion opportunities
Become #1 in the Business Intelligence marketplace in the next 18 months.
Expose SAP’s “black box” BI Applications story
The way we do it is by selling packaged BI Applications, built on the new Oracle BI Platform (SBA), for PeopleSoft, EBS, Siebel, & JDE customers.

20. Oracle BI Solutions

21. BI Applications are Almost Always Heterogeneous
Service
Customers
Sales
Marketing
Distribution
Finance
HR / Workforce
Operations
Procurement
Suppliers
In a Call Center, how does agent tenure, training, & compensation affect productivity & cross-selling?
What impact does supplier performance have on customer satisfaction and revenue consistency?
How do my campaigns impact call-handle time & cost to serve?

22. Oracle BI Tools & Packaged BI Applications
Senior Executives
Managers
Front Line Employees
Partners
ETL & Business Adapters
Oracle Business Intelligence Applications
Comprehensive suite of prebuilt analytic applications
For Siebel, SAP, PeopleSoft, Oracle, and other sources
Based on industry and analytic best practices
Enable rapid deployment, low TCO, & assured business value
Sales
Analytics
Service
Marketing
Supply
Chain
Finance
Workforce
PreBuilt Enterprise Business Model
Customer Interaction Systems
Operational Systems
Sales & Mktg
IVR
SCM
Fin/HR
Web
Help Desk
Enterprise Data
Warehouse
(EPM and/or SBA)
Proactive
Detection
& Alerts
Interactive
Dashboards
Intelligent
Customer
Interaction
Mobile
Analytics
Predictive
Ad-Hoc
Oracle Enterprise Business Intelligence Platform (EE)
Next-generation, scalable enterprise BI platform
Relevant and actionable insight for all users
Complete, real-time intelligence across enterprise sources
One common, fully-integrated modern web architecture
Oracle Enterprise Business Intelligence Platform
Existing Data Warehouse & Data Mart Sources

23. Benefit from BI Applications while maintaining single BI architecture
Build from Scratch with Traditional BI Tools
BI Applications
Training &
Roll-out
Define Metrics & Dashboards
Faster deployment
Lower TCO
Assured business value
DW Design
Back-end
ETL and Mapping
Training & Rollout
Role-based dashboards and alerts Thousands of pre-defined metrics
Specific Metrics & Dashboards
Prebuilt DW design
Adaptable to your enterprise DW
DW Design Mod
Pre-built ETL Tailoring
Prebuilt ETL Business Adapters for Oracle, SAP, others
Quarters or Years
Weeks or months

24. Leverage Prebuilt Oracle BI Applications Proven Rapid Time To Value
Deployed to 800 users in under 90 days
Finance, Service & Sales Analytics (SAP/SEBL)
Live in 120 days
Sales Analytics (SEBL)
Deployed to 100+ users in 3 months
Finance Analytics (Oracle EBS)
4 months from decision to live for 1200 users Pharma Analytics (SEBL)
Live in 100 days, users Finance, Sales, Help Desk and Marketing Analytics (MSFT, SEBL) “
It’s been proven again and again. Our customers have found that by starting with a prebuilt BI application, they can deploy faster and achieve more rapid time to value on their BI projects. ”
Having had experience of Siebel Business Analytics,
I can vouch that it can be deployed as rapidly as they claim...It is a product that really delivers.

25. Dedicated Sales Force for NA
Susan Cook
GVP Sales
N. America BI
David Novak
Sales VP
Commercial
ERP/CRM/Tech
Duane Cologne
Sales VP
NASA & PS
ERP/CRM/Tech
Channels
Oracle Direct
Sales Strategy
47 BI Sales Reps, 3 Channels, 15 OD, 2 Strategy/Comp Intell
44 BI Sales Consultants

26. Where’s the Gold: Scenario 1 Oracle Apps, Custom DW, Incumbent BI
Characteristics
Oracle Apps Customer
Custom Data Warehouse
Some other BI tool on top
Likely Issues
Solution
Poor user adoption of operational applications and incumbent BI tools (which are separate UI’s)
Integrated OBI apps drive adoption of EBS because the users get informational value from using EBS
Not getting answers to key business questions; not exploiting the information in EBS
OBI Apps likely deliver these answers and make it much easier to answer new questions
Looking to upgrade the 3rd party BI tool = $$$ license costs and it’s a re-deployment
It will likely cost the same or less to move to a more complete total solution with the OBI Apps
Looking to upgrade EBS, may need to make large investments in the BI/DW upgrade
This is painful. OBI Apps are clearly the lowest TCO option. Easy upgrades are just part of the equation.
Don’t forget about the power of the tech stack integration when Oracle is the DW.
If it’s an Oracle tech stack, your value prop just about doubled.

27. Where’s the Gold: Scenario 2 Oracle Apps, No DW
Characteristics
Oracle Apps Customer
NO Data Warehouse
Operational Reporting Tools Only
Likely Issues
Solution
Do not have a true BI platform; operational reporting tools only allow for stop-gap, static reporting with little to no flexibility.
OBI Apps require OBI EE, arguably the most advanced BI platform on the market.
May have independent data marts that don’t allow cross-functional questions to be answered.
OBI EE can “glue together” these independent data marts, leveraging these investments and allowing the toughest questions to get answered.
Want a real Enterprise Data Warehouse but can’t afford to build it, or don’t have the time/knowledge/resources.
OBI Apps include Enterprise Data Warehouse schemas that often implement in days and cost a fraction of the build approach.
Have user adoption and potentially data quality issues with EBS.
Naturally, increasing the value of the information delivered to the end user will drive adoption of the operational application.

28. Where’s The Gold: Scenario 3 New Prospect - Heavy Competition from SAP
Characteristics
Oracle Apps *Prospect*
Heavy Competition from SAP
Likely Issues
Solution
Probably believe SAP’s approach is more scalable and more robust than Oracle’s approach.
We need to turn the tide on this perspective – SAP’s BI solution will simply NOT work in any environment other than SAP. Furthermore, it’s not cost effective except for a small number of users.
Probably believe SAP BI solution is more seamlessly integrated into their ERP applications. They are very good at positioning this.
The fact is, SAP BW is very limited in it’s usefulness to employees on the front-line. It provides solid information for financials, and is good for executives, but leaves all other employees wanting more.
If they are already an SAP shop, but understand the limitations of BW, you can be sure they are looking at alternate BI vendors (not us).
Oracle BI Applications are pre-packaged for SAP and are more robust than any others on the market due to the strength of the OBI EE platform.

29. Where’s The Gold: Scenario 4 SEBL CRM, SEBL Analytics, ORCL Apps
Characteristics
SEBL CRM
SEBL Analytics (OBI EE)
ORCL Apps
Likely Issues
Solution
Are leveraging the power of an integrated CRM and BI solution with the Siebel deployment but have not yet realized those benefits with Oracle Applications.
Easily extend their Siebel Analytics deployment by including the pre-packaged Oracle BI Applications for ERP – we can’t lose on the economics here.
Are likely custom building data marts or data warehouse for their Oracle Applications and planning on using another BI technology with it.
We need to find these immediately and convince them that the time-to-value on the build vs buy approach is a 5:1 ratio.

30. Where’s The Gold: Scenario 5 Oracle DW, Oracle Tech Shop, Incumbent BI
Characteristics
Oracle DW Customer
Oracle Technology Shop
Incumbent BI Technology on Top
Likely Issues
Solution
Have a maintenance nightmare w/ existing BI technologies because of too many moving parts, un-integrated technologies, poor performance.
These solutions do NOT manage change or upgrades well. They are “report-centric” architectures. Example: moving from BOBJ 6x to XI is a redeployment, not an upgrade.
Want a tighter, more scalable interface b/w BI tools and Oracle DW
Simple question: which BI platform is more tightly integrated with an Oracle DW – Oracle BI EE or anyone else? Same goes for the rest of the technology stack: Identity Mgmt, Portal, BPEL, etc.
Can’t answer questions across different data sources (Oracle, Teradata, SQL, etc.)
OBI EE is the technology leader in the ability to join across multiple data sources. It is also “arguably the best front end to a Teradata DW (Gartner)”.
Can’t integrate BI tools with operational systems
OBI EE is 100% SOA and can be seamlessly integrated into existing UI’s and business processes.