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Transcript: PADDY HANNON: The integration of Oracle products with each other allows us to not have to worry about whether system A is going to talk to system B. And how everything's going to fit together in the long run. DAN GOERDT: The application space through the entire middleware stack down to the database, Oracle Enterprise Manager and so on and so forth, the play is all about a strategic, integrated investment aligning with Oracle. RAYMOND PAYNE: We've been able to successfully demonstrate provisioning of the operating system, the application tier, the database tier and the middleware tiers through all that layer of servers. TERESA SCOTT: BT is trying to be number one for customer service and the whole point of Oracle is to actually allow our applications and services to work faster. MICHAEL CHILES: There's a lot of advantage using a single platform across the different services and processes that we need to support. WAYNE SADIN: We've got to have rock-solid data collection, we've got to have rock-solid customer service and we've got to have end-to-end visibility of the entire process. And that's where the tools from Oracle come in. DAVID BUCKHOLTZ: We're very excited about the integration that Oracle is providing around managing the different platforms that we have. STEVE CANTER: Because of Oracle's strategic vision and multiple product lines that are integrated across the stack, we can build best-of-breed solutions and not be limited to just a single product line. ANNOUNCER: Ladies and gentlemen, Thomas Kurian. THOMAS KURIAN: Welcome, everybody, to day two of OpenWorld. I wish I could have brought you better weather but we're really pleased to have all of you back here for the second day of this show. Thomas Kurian Executive Vice President

Complete. Open. Integrated.
Applications Transcript: Now yesterday Charles Phillips and Safra talked about Oracle's strategy to offer a complete, open and integrated suite of infrastructure, database, middleware and business applications. Now this last year our development organization has really been busy delivering you lots of new products and software releases. And today what I'm going to talk about is how we're bringing these different products together to fulfill that vision. Author’s Original Notes: Let’s talk about what we mean by Complete. Oracle’s Complete Industry Solutions offer more value with less complexity, because Oracle has assembled best in class industry portfolios and it’s our job to make them work together on an open platform. Middleware Database Infrastructure & Management

Oracle Database Applications Middleware Database
Information Management Transcript: So we started with a major new release of the Oracle Database 11g R2. And 11g R2 has some really new, exciting capabilities. It's got advances in storage, management and compression to save you cost and storage. We've got really new capabilities in grid computing and clustering to allow you to use very efficient performance and scalability on low-cost hardware. We delivered a new version of Exadata, our Oracle database machine, the only machine in the world that supports both OLTP and data warehousing workloads within a single environment. And we've also got new capabilities in information security as well as information management. And a new feature called Active Data Guard that allows you to use your standby environments much more efficiently that we're going to show you today. Applications Maximum Availability Architecture Database Management Middleware Data Warehousing OLTP Application Development Database Infrastructure & Management Grid Computing Database Security Storage Management

Oracle Fusion Middleware
Transcript: In middleware we also delivered a new release of our market-leading middleware. It's a release called 11g R1, over 2,000 new features in it. And it brings together lots of different capabilities in a single stack. A new set of development tools that makes the ability to build applications visually and easily, an application grid that gives you really great performance and scalability for your J2EE applications, the ability to integrate different systems together to automate processes and the new capabilities in building team websites where users can share information. We're also introducing new features in business intelligence, identity management and we delivered a major new release for Hyperion Performance Management suite of applications. Applications Middleware Database Infrastructure & Management

Industry Applications
Oracle Applications Industry Applications Transcript: In business applications, this year at OpenWorld, it's a major OpenWorld for us because of a couple of important things. We introduced major new releases this year in all of our product families -- E-Business Suite 12.1 which is a major new release of E-Business Suite, PeopleSoft 9.1 which is the largest PeopleSoft release we've done in seven years, and we announced that yesterday. There are new capabilities in Siebel, in the industry verticals. There are two new releases of CRM on Demand, 15 and 16, as well as new capabilities in JD Edwards. Not only that, we've taken our industry applications and our packaged applications and put them on a common technology foundation consisting of 11g R1 of Fusion Middleware and 11g R2 of Oracle Database. We've certified all of these applications on this technology stack and enabled six important new capabilities. And so today what we're going to talk about is how the unique combination of our technology platform and business applications solves some very important problems for our customers. Now every one of our products is best-of-breed. Business Intelligence Business Process Management Portals & Embedded Collaboration Identity Management & Governance Controls Grid Computing & Maximum Availability Systems & Operational Management

Best of Breed Leader in Key Markets
Database Database Share on Linux Embedded Database Middleware Application Server Analytic Applications Enterprise Performance Management Data Warehousing Communications Human Capital Management Supply Chain Management Customer Relationship Management Retail Financial Services Banking Public Sector Professional Services Transcript: If you look at our market presence, this year we continued to take the leadership role in new markets. Not only did we establish ourselves in the existing markets in which we're a market leader but we also entered some new market segments as a leader. And to give you a sense of the breadth of development that we did this last year, here's just some statistics to give you a sense of how many new products we introduced.

Excellence in Execution During Last 4 Quarters
3,000+ 190+ 50+ 180+ 3,200+ 17,650+ 80 Million 700,000+ 875,000+ 2,000+ 6.1 Million+ 72 Oracle Software Products New Oracle Products Introduced Software Major Releases Software Maintenance Releases Software Patchsets & Patch Bundles New Software Features Total Hours of Quality Assurance Nightly Tests Executed New Tests Added Software Patents Software Downloads Gartner MQ Leaders Transcript: So my development organization this year shipped 3,000 software products, 190 of them new, 50 major releases, over 17,540 new features, 80 million hours of quality assurance. And every second of every working day last year, every second of every working day somebody was downloading one of our products off of Oracle Technology Network. So it's an astonishing breadth of products and capabilities. I certainly couldn't get through all 190 new products in one hour. So what we're going to focus on is some unique challenges that our customers face and how the combination of our middleware database and Enterprise Manager with our business applications solves some of these problems for you. So today we're going to talk about a company called Avatech. Avatech is a manufacturer of personal computers and servers. We're just using them as an example. The same solution applies to any industry.

User Experience Transcript:
I'm going to highlight some unique challenges they have. We're going to start with the area of user experience. User Experience

User Experience Fragmented customer facing & marketing systems
Fragmented order capture & transaction systems Outdated e-commerce & collaboration infrastructure Need: Unified, Modern Multi-channel User Experience Transcript: And Avatech is having some really fundamental challenges with the way they take their CRM and make it delivered through a very personalized user experience to their customers. Let's hear from Avatech. VIDEO: Hello, sales is here. Question, we've got first-rate CRM, right? By all means sit down and yes, we have great CRM. Then why don't we have killer ecommerce? Killer? Yes killer, our computers are clearly better than the competition's. Our design, our build quality, that's our brand. But when you buy one of their crappy boxes online, it's a better experience than ours. I'm visiting a customer the other day, good guy, electric utility, steady customer and he shows me the competition's ecommerce system. They've got a great interactive UI and people really get into it. It's a whole community thing going on right there. Their customers can manage their identity, find and connect to other customers, they can rate products, tag them, give advice and add their own links to useful information. What's really amazing is that customers can talk to someone at the company's call center directly through the ecommerce system. Everything's there, Patti, demos, videos, call center access, order information, maps to local dealers and my client can customize it so it looks and works the way he wants. With us he's got to go to different screens to buy, to manage his account, to get service. There's no community. There's not just completing transactions over there. They're building loyalty, for gosh sakes. Are we working on something like that? Why yes, we are. Killer, I'll let my guy know. You're our systems architect. All these services are on siloed applications. How are we going to overcome that? How are we going to evolve our systems to provide a better user experience and keep up with these Web 2.0 services? THOMAS KURIAN: So Avatech has a very simple problem that lots of our customers have. They have different channels through which they reach their customer. They have a direct sales force, they have a call center, they have an ecommerce website and these systems are not unified. The customer has a very fragmented experience when they talk to their direct sales force or they go to the ecommerce site and order something and they'd like to get a call center rep to help them. The second is when they submit an order, let's say they go to the ecommerce site and order something, the people who interact with them through the other CRM systems they have don't see what they're buying. And so they are not able to help them complete the order capture and transaction process that they want to do. And finally their ecommerce is outdated. They don't have the ability to basically bring buyers and sellers together into a collaborative environment so that they can share information, do things like rate products and then build a community of people who, frankly, are fans of their products. So what Avatech really needs is a unified, modern multichannel user experience. And the combination of Siebel, CRM and a collection of our middleware and database technologies will really help Avatech solve this problem.

User Experience Transcript:
So Ted Farrell is here from product development and we're going to show you some of these capabilities in a demonstration. Ted, welcome. TED FARRELL: Thanks, Thomas. So what we have here is a user interface from Avatech. They're a CRM customer, as Thomas mentioned, and rather than using the self-service storefront that comes with CRM, they decided to build a custom UI using the latest technologies to bring a lot of Web 2.0 and interactivity to their storefront. So as you see here, this is a UI. It's completely custom in look and feel. Customers can browse products on the front here. We have our new carousel component here that is a different way to browse the product catalog as well. THOMAS KURIAN: And so this product catalog is coming directly from Siebel CRM's product catalog. TED FARRELL: Exactly, so the same... THOMAS KURIAN: So there is no isolated ecommerce system. TED FARRELL: No, so the same backend system, just their own custom user interface on top of that and they really have full control over that. So I can go ahead and pick a server and we can look a little bit closer at the type of servers we want to buy. This is another one of our components, it's called the hierarchical viewer. Avatech is trying this out as a new way to configure hardware. So here are the three servers they offer. Rather than going through a wizard, we can actually drill down into the server we're looking for and configure it this way. So I'm looking for this type of server with this particular chassis and this particular amount of memory. So sort of a fresh look, very interactive for the user, and I'll go ahead and add that to the cart. So on this page we actually use a whole bunch of information that we've brought together using some WebCenter components and some ADF components. Here you have the product that's in the cart. Over here we actually have a video. This is JavaFX embedded in the page. It's actually a marketing video on the product I'm about to buy that I can view if I want to. Down below we have some of the WebCenter reusable components like discussion forums. So I can view discussions that are happening about this product. I can see documentation, this is pulled directly from my content management system, any kind of manuals and information, help on the product. I can see references here from customers and even pickup locations. So again, using our map component, it goes back and pulls the information out of the backend systems to show me which stores have the product in stock. So I like everything here. One question I have is about support. So what's also nice about this is even though this is a custom application, it's very tightly integrated back with the backend Siebel System. So I'm going to go ahead and actually initiate a chat with a Siebel call center person. In this case Pardha Reddy is going to play the role of the call center person and what I'll do in the... PARDHA REDDY: Ted, try that again. Just initiate the chat again, it'll show up if you go back. Yes, so Thomas, using the multichannel -- I'm ready. So using the multichannel collaboration features of Fusion Middleware I'm now being -- sorry Ted, try that again. Initiate the chat one more time. TED FARRELL: You can see the attentive customer support I'm getting out of my agent here. PARDHA REDDY: We're getting there. TED FARRELL: I defy you to... PARDHA REDDY: So I'm being held here, it's flashing. So when I click that, because of the multichannel collaboration features of Fusion Middleware, the same order that Ted placed now shows up here. THOMAS KURIAN: So this is the Siebel call center application? PARDHA REDDY: That's right, Tom. THOMAS KURIAN: So Ted didn't even order it. He's just got it in his shopping cart. PARDHA REDDY: Yes. THOMAS KURIAN: And because the order is directly being placed into Siebel, you're able as a call center person to see both Ted's profile and what he's ordered. PARDHA REDDY: That's right on the left-hand side I see the same product catalog he showed you. I see the order line items and then I also see the recommendations being made by Siebel. So I can actually push those recommendations to Ted as simply as that and now it should refresh in his browser. THOMAS KURIAN: And so you pushed him a bunch of choices and so right here on Ted's side, he's got different choices you pushed to him. TED FARRELL: Exactly, so I can go ahead and look at the choices. I like this one, I could chat back. In this case, Pardha, I'll take the gold since I have your attention. PARDHA REDDY: Great and I can just add that here to the order and now it should appear on his... TED FARRELL: So now I come back to my order screen and I can see that the gold warranty has actually been added to my order and I can go ahead and accept the changes, which again syncs back with the Siebel backend and allows Pardha to complete the order. PARDHA REDDY: And what I can see here, Thomas, is essentially the item that I've added now and I can inquire this. And what we've done is integrated various fulfillment engines. So I as a call center rep can tell Ted when it's going to ship by calculating the available-to-promise state and where it's shipping from. THOMAS KURIAN: So this is an integration between Siebel and E-Business Suite. PARDHA REDDY: That's right. THOMAS KURIAN: Where you're able to answer his question, when can I get it. You're actually querying the supply chain system in E-Business Suite, pulling up the information and directly delivering to Ted in real-time. TED FARRELL: Exactly so we have, even though it's a completely custom Fusion Middleware, still get the connectivity to the backend, still get the interactivity of WebCenter and ADF. THOMAS KURIAN: Okay, great, thank you, guys. User Experience

Siebel Product Catalog WebCenter Communities & Collaboration
User Experience ADF Rich Client Siebel Call Center Transcript: So what we showed you is basically the ecommerce system. People want a personalized, highly branded, fully tailored and then sort of a community-oriented experience. And so that was built with a couple of technologies from Fusion Middleware called ADF and WebCenter. And the information was being served out of our Content Manager and repository. And when we showed you the map with the locations of inventory and where you could pick it up directly from the warehouse that's a combination of Oracle Database's spatial capability with E-Business Suite. All of the order transactions were going directly into Siebel. And if you remember, Ted and Pardha were able to share a transaction directly through both the Siebel product catalog and order capture system and Pardha served as the call center person able to answer the questions that Ted had. So that's really about bringing ecommerce -- there is no such thing as ecommerce. You know people want commerce, and commerce delivered to all the channels through which they interact with a customer. And you no longer have to have an isolated ecommerce system. You can actually integrate it with all the rest of your CRM infrastructure. Siebel Product Catalog Siebel Order Capture Content Management WebCenter Communities & Collaboration Spatial Server

Transcript: So let's hear from some real customers who actually find this problem very useful for them now that we've solved it. WAYNE SADIN: About a year ago we realized we had to take business to the next level. We had to present a single face of our business to the customer. BRIAN SIMMERMON: We really are very focused on how do we treat our customers. How do we create offers to our customers at the right place at the right time with the right incentive? DAN GOERDT: The intent is to create a user experience that is much more holistic, that draws from a variety of data sources, applications and other tooling to provide the user, whether it's an internal associate or an external customer, what they need to get their job done effectively. JENNIFER BRISCOE: One of the things we had to be very careful to consider was the user experience. Since the current legacy system is a desktop application, their experience was a very rich one and we needed to be able to duplicate that but couldn't afford to have a desktop solution be the solution that we went out with. It needed to be a web application. To that end, ADF was a very nice fit and it provided out-of-the-box toolsets that were a productivity gain unlike anything we've ever seen. DAN GOERDT: We're using WebCenter, both the framework, the collaboration tools as well as Spaces to be able to provide a much better user experience for our customers as well as our internal associates.

Business Process Management
Transcript: THOMAS KURIAN: So now that that order has been submitted, Avatech has a second problem around business process management. This is taking that order from the order capture system in Siebel and then orchestrating that order or moving that order through the supply chain and fulfillment systems. Let's hear about the problems Avatech has around business process management. VIDEO: Vince from operations is here. You know what this is? It's an order from just one of our customers. Here's documentation from India. Here's a CPU from Taiwan, drives from Mexico and this little baby is from the Czech Republic. We can't see into these vendors. Does Mexico have enough drives on hand? Can Taiwan see into our system to predict demand? No. Vishal, would you come in here for a moment? Six, my people spend half their time in six totally separate fulfillment systems tracking down missing line items for orders just like this one. What's even worse is that we send parts to lower-priority customers while our top ten customers with the largest orders wait. Now don't get me wrong, Patti, these are solid, powerful fulfillment systems you guys have built. But there are just too many of them and each one provides a piece of the puzzle. Now wouldn't it be great if we could somehow pull them all together so we could track orders across systems, monitor vendors and merge orders from global suppliers. You're right, and it would make it easier to bundle products for promotions too. We have to integrate these applications somehow but how? Think fast. Business Process Management

Poorly integrated order capture & supply chain Inability to correlate inventory & demand patterns Inability to respond to fluctuations in business Need: Packaged & Customizable Business Process Transcript: So Avatech has a poorly integrated CRM order capture system with its supply chain. It needs to integrate that so that they can take orders through the system and then push them into supply chain. Additionally, because they don't have the system integrated, it's difficult to correlate the inventory they have and the demand patterns that they are seeing. And third, because they don't have visibility between the demand and customer-facing systems and the inventory and fulfillment systems, they don't have the ability to respond to fluctuations in business conditions. So what Avatech really needs is to take the packaged business applications that they have and integrate them using a packaged yet customizable business process infrastructure. Packaged meaning it works out of the box and ties these systems together. Customizable meaning they can adapt the process to changes in business conditions.

Transcript: So Dave Shaffer is up here and Dave Shaffer is going to show you how the combination of Siebel, E-Business Suite and some capabilities from our Application Integration Architecture and Fusion Middleware will solve this problem for Avatech. DAVE SHAFFER: That's right. THOMAS KURIAN: Dave? DAVE SHAFFER: Great, thanks, Thomas. So this demo picks up where the previous one left off. As you recall, Ted had just submitted an order for a new server. And like in the video you've seen, the order processing environment here has multiple fulfillment systems and requirements around global order visibility and status. So let me show you how Oracle Fusion Middleware and applications can address these requirements. First I can see that I've received an alert on my iPhone that indicates that Ted's order is potentially at risk of missing its available-to-promise deadline. So this is actually an ADF application on my iPhone and I can now bring up an operational dashboard here and see what's going on. This is all running in our out-of-the-box work list application. So I'll select this order here which indicates that the delivery date is at risk. I can bring up a detailed view here. I see the different line items that go into this order. It's got integrated BI data so business intelligence around the probability that each of the different products in this order will ship on time. And I could take action directly from within this dashboard. I could expedite this order by escalating here for example. So here I'm going to drill down and view detail information. So this is an out-of-the-box flow trace that our Runtime system will create that ties together all the different systems and processes that go into processing this order. I'll select the top-level business process and view a visual flow trace that shows me visually the state and history of this particular process. THOMAS KURIAN: So this is, when we talk about AIA we talk about something called a package integration process. This is essentially the flow diagram that describes that package integration order-to-cache process. DAVE SHAFFER: Yes, that's exactly right and so for example I could select the order itself. I can see the order here that's come from Siebel. So this is leveraging the AIA Canonical Enterprise Business Object for an order. I can scroll down and see what's happened in this particular order. I am fetching customer data, doing authorization. Here I have three different fulfillment systems so I have two custom fulfillment systems. And then the third down at the bottom here is E-Business Suite. And I can see that I'm now waiting to receive a shipping update from E-Business Suite. So the next step is to take a look at what's going on. I'll bring up the E-Business Suite Order Management module and so I can see the current orders. I'll select this most recent order that I have here. And I can view it and I'll see the very same status in E-Business Suite. So this server is waiting to be shipped. The other items in the order are ready to go. The warranty that Ted was upsold will be fulfilled when the server ships. THOMAS KURIAN: So instead of having to look through four or five systems to figure out what the status of the order is, you found it in that central audit trail of the process and then you drilled into E-Business Suite because you knew that's where the thing was stuck. DAVE SHAFFER: Exactly, and they all have the same status. So the next step is to get this server out the door so I'm going to use Oracle Warehouse Manager to do that. In the real world this would be somebody in the warehouse with a handheld scanner. Here we'll bring up Oracle Warehouse Manager Simulator and so I'll simulate picking the server, scanning the pallet that it's on and moving the pallet to the shipping dock. Okay, so the server is ready to go out the door to Ted. And again, the power of this approach is if I go back to my business process view, I can just refresh this view and I'll see that, if I scroll down, I've received this shipping update from E-Business Suite. So I've got my shipping notice and the process has continued and completed so the server is on its way to Ted. THOMAS KURIAN: It is a central supply chain manager could get a global view of where all orders are through this packaged integration process and then quickly remediate problems. DAVE SHAFFER: Exactly, so you have this unified view. So the next question is what's involved in building and modifying these kinds of applications. So here I'm going to bring up the Process Composer. This is a web-based Design Time environment so this is all running in a web browser, suitable for use by less technical staff. I have a palette of activities in the right-hand side which is all built on the BPMN or Business Process Modeling Notation standard. I have a drag-and-drop interface so I could add a new step here maybe to approve large orders for example. THOMAS KURIAN: So in cases like a new SKU that you want to bring in for example and you need a different approval process for it, you don't have to go to IT to build it. Business people can make changes to the process. DAVE SHAFFER: Exactly, in addition some of the steps in this process can be implemented as full composite applications with integration with multiple backend systems, like this process sales order step. So I'll bring this up in JDeveloper. So here I see all the components that go into this composite in a unified Design Time environment. I've got routing rules, I've got business processes, I've got business rules, human workflow, events like my shipping event or my order from Siebel all in a unified Design Time environment. I can customize this with additional information, AIA artifacts, so here you can see we've got a connection to the Oracle Enterprise Repository and we've preloaded in this all of the AIA assets like Enterprise Business Objects, Enterprise Business Services. I can also integrate with other backend systems so here I bring up the adapters. I can connect to files, databases, mainframes and I can show how we did the E-Business Suite application by dragging and dropping the Oracle Applications Adapter. So here I'll create a new service. Like all of our adapters, I supply connection information and I can browse my backend system. I can also search, so here I'll search for an API that allows me to create or import new orders in E-Business Suite. So I'll find this interface in the Order Management Module and this is a PL/SQL stored procedure. Once I select this and click Next and Finish, my adapter will automatically map these PL/SQL data types to XML and now I have this service interface that I can invoke from this composite or from other processes. So what you've seen is how Oracle Fusion Middleware provides process management, integration and end-to-end monitoring for all your application integration requirements. THOMAS KURIAN: Great, thank you. DAVE SHAFFER: Great, thank you. THOMAS KURIAN: Thanks, Dave. Business Process Management

Transcript: So what did we show you? We showed you a combination of two applications, order capture in Siebel and moving an order over to E-Business Suite supply chain and warehouse management. In between the integration was pre-built. It was based on Application Integration Architecture's PIP and that automated the business process that took the order from Siebel, pushed it into supply chain and through the logistic solution. So again the combination of the integration we've done between our technology, products and applications solved this very complex problem. Order Capture Supply Chain AIA PIP & Fusion Middleware SOA Suite Suppliers & Logistics Providers Fusion Middleware Human Workflow

Transcript: Let's hear from a couple of customers who actually use this solution today. BAZ KHUTI: If I've got 70 divisions talking to one supplier, there are 70 ways of communicating to that supplier. That supplier and how they respond to us and manage us has great difficulty. STEVE KLOTZ: Two of the strategic business goals at Amway today are to streamline our business processes and to reduce the number of instances or footprints of our applications. Currently we have over 15,000 integrations globally. SAM AUSTRIN MINER: We have a very decentralized, devolved piece of work around payments and around procurement. We didn't have one system, we didn't have one way of doing things and there was no integrated business between procurement and payments. There was no real focus on benefits. STEVE KLOTZ: The Oracle SOA Suite coupled with the AIA Foundation Pack will help us achieve greater reusability, thus reducing the number of integrations and the number of instances of those integrations. BAZ KHUTI: Having the integration strategy tied in with your business strategy plus all the bolt-on applications from Oracle really makes sure that we're aligned with where Oracle is going and where Emerson wants to be as well.

Business Intelligence
Transcript: THOMAS KURIAN: The third problem that Avatech has is a common problem that lots of our customers have which is getting a unified view of business intelligence across their many different systems so that they can make the right decisions to deliver the right products to the right customers. Let's look at that problem in more detail. VIDEO: Did you see the news about our Taiwanese power supply vendor? How can they be going out of business? Now times are tough. My best client has a huge order of Vision Servers in the works. Is this going to affect them? Most likely. Do we have any extra power supply in the system? I mean, my client gets priority on those. Yes, maybe. Come on. Hey, I've got to make sure we take care of our best customers who are in the most need. Hey, that's my client. Let's find the parts, see how awesome my client is and put them together. Okay, well, we have hundreds of suppliers and thousands of customers who order millions of products. So first we have to find out how much inventory we've got and where it is, and that's going to take some time. Our data warehouse won't be checking on that until tomorrow. They've already placed their order. Yes, well then we need to see our customer's order and payment trends in our BI application. They always pay on time. Well, I mean usually -- sometimes. Yes, then we need to go to our fulfillment app to see details on exactly what they've been buying. Then I'll compare that to other customers who also want those parts. And the fulfillment app is on the laptop. You've got to be kidding me. Can't you do all this in one place? Do I look like I'm kidding? Hey, just look at it all like a dance, if it's not here, it's over there. Don't forget the laptop, cha cha cha -- good job. Business Intelligence

No Operational Intelligence across Systems & Functions No Operational Intelligence where users can act on it Slow warehouse prevents drill-to-detail on transactions Need: Packaged BI Applications with high performance data warehouse Transcript: THOMAS KURIAN: So Avatech has three problems. They don't have operational intelligence that links their CRM system, financials and supply chain so they can correlate the outage that the Taiwanese supplier has to figure out which customers are affected by it and which ones are the most important ones so they can get them the right orders. Secondly, as Vince Brown talks about, they don't have operational intelligence in line with the transaction system. So the people who are actually doing day-to-day work cannot find the information in place where they need it. Finally he talked about the slow data warehouse. They're trying to get a list of all the customers that are affected by it and the data warehouse is going to take a day to finish the calculation. What they really need is a packaged business intelligence application that links together all of their transactions system into a unified view and runs against a very high-performance data warehouse.

Integration, Reporting & Analytics Enterprise Technology Services
Transcript: Now a customer of ours, Ingersoll Rand, is here and we'd like to welcome Mike Siebert, the Global Director of Analytics and Reporting to Oracle OpenWorld. Please give Mike a hand. Mike, it's great to have you here. MICHAEL SIEBERT: I appreciate it. THOMAS KURIAN: You guys have this problem, right? MICHAEL SIEBERT: Absolutely, yes. Ingersoll Rand is a global diversified industrial manufacturing company, been around for well over 100 years. Our businesses have grown over the years partially through acquisitions, so you can imagine that we have a very large portfolio of IT systems that run our businesses around the world. THOMAS KURIAN: How many systems, ballpark? MICHAEL SIEBERT: Hundreds and hundreds and possibly even thousands, quite frankly, when you try and add them all up, yes. THOMAS KURIAN: So Paul Rodwick from our Development Group is here. Michael Siebert Global Director Integration, Reporting & Analytics Enterprise Technology Services Ingersoll Rand

Transcript: And Paul is going to show you a demo of how we brought some of these solutions together, both to help Avatech but also to help you. MICHAEL SIEBERT: Great. THOMAS KURIAN: Paul? PAUL RODWICK: Thank you, Thomas. Well, I'm going to be the VP of Fulfillment at Avatech named Pablo, so let me log on here. And what I'll get immediately is to my own personal dashboard which I have assembled from massive amounts of pre-built content that my company has. You can see at the top, one click away, there are tabs to get me into human resources information, financial information, supplier performance information, all of the things that I'm authorized to see across the whole company from supply chain to demand chain. Now Mike, it's more than I think five years ago that Ingersoll Rand first invested in Oracle pre-built BI applications. MICHAEL SIEBERT: That's correct. PAUL RODWICK: In the club car division. MICHAEL SIEBERT: That's right we got started in club car with sales and marketing applications. Since that time we've rolled out additional content across numerous other businesses in areas such as finance, supply chain, order management as well as continuing the efforts behind sales and marketing. PAUL RODWICK: And what is the strategy about prepackaged analytics rather than building it yourself? MICHAEL SIEBERT: Well, I think obviously the benefit of the prepackaged applications is that it gives us the opportunity to hit the ground running. We've found that when we start with areas such as finance, it helps us build into other areas. Even in the cases of where we've had to extend the applications, we can still do that but still focus on the out-of-the-box functionality. PAUL RODWICK: And that's what we see with a lot of customers, being able to extend the pre-built analytics and get a fast start and do 100-day implementation cycles like Ingersoll Rand. So here's my personalized dashboard. I've collected all this information that's appropriate for me. For example I'm very interested to track on-time shipments. Unfortunately the rumors are true and one of our big suppliers, PowerOn, has gone out of business, they've gone bankrupt. And now I see analytic alerts that indicate that on-time shipments are below threshold and also inventory shortfall is happening. So in addition on this screen I can also not only see tactically what's going on right now but also my strategic goals and objectives. In the lower right-hand corner we can see a strategy map that maps my objectives to the corporate objectives. It looks like I'm doing fine. I'm attracting top talent and reducing purchasing costs. But outperforming industry benchmarks around on-time shipments is really threatened and I don't want to be in a position like I was a few quarters ago. So let me go investigate this problem a little bit more. I'll click on that alert, on-time shipments below threshold, and that'll take me to a dashboard in context that tells me a little bit more. Now this is designed for more interactive exploration. I can see all my top ten customers with their forecasts by actual sales. The forecast data is actually coming from our Hyperion planning system where the actuals are coming from E-Business Suite. Now let me focus down and understand what I can do for this problem about the supplier going bankrupt. Let's focus on the current quarters. I'll just focus on the current quarters, hit okay and then all of the information on this dashboard will be realigned to that new querying. Now I can see that I've got orders for top ten customers happening but really I want to look at the in-process orders. So let me look at that. I can click on the lower left on in-process or on the chart and now I can see in the lower right-hand corner all my top ten customers with their forecast revenue and that's great. But I see this big order from Archives Commission for $66 million but I don't yet know if that's a problem and it's going to be affected by PowerOn. So let me next go in to do some ad hoc analysis, step outside of the pre-built content that's on my dashboard to understand what's happened for this unforeseen circumstance. So I'll click on Edit and go right into the capability in Oracle BI that lets me ask questions that weren't already prepared. Now I have that same view that I saw before with those top ten customers for the current quarters and the revenue, with their in-process orders. But what I really want to do is add to it the PowerOn situation, which of these orders are affected by the bankruptcy of this supplier. So I'll navigate down and select PowerOn and then simply drag that right over onto the query. Now what's happening here is ad hoc analysis. This wasn't prepared in the data warehouse. This wasn't something that I do every day. And so what we did here is look at all the customers, all the products, all the orders, all the line items on all those orders and all the parts that were contained in all those line items to find now what we see is Archives Commission, that $66 million order, has about $2 million of revenue that are threatened because of this supplier shortfall. Now Mike, I've been to a lot of customers who are very cautious about deploying business intelligence across their organization, and especially to do ad hoc query. They're afraid that it's going to break their warehouse. What's Ingersoll Rand's strategy? MICHAEL SIEBERT: So our strategy is, you'd mentioned our deployment methodology where we try to implement new content, new features about every hundred days or every quarter. As part of that process, we'll sit down with our users, trying to determine what data sources they need access from and provide that through tools like Answer so that once they have the information that they need, they can be the ones to worry about how they want to display it, how they want to slice and dice it and those types of things. It's a very powerful tool for them to be able to do that instead of putting that on IT responsibility and have to generate numerous different reports that are basically saying the same thing but in different ways. PAUL RODWICK: So putting the power right in the hands of the end users. MICHAEL SIEBERT: Yes. PAUL RODWICK: Well, I've recognized this problem. I've got a key insight here. Archives Commission order, one of my top ten customers, is threatened by this supplier problem, but what do I do? In all other BI systems, all I could do now is pick up the phone and call somebody or send an or Alt-Tab to some other application and then have to navigate to what to do. But with Oracle BI I see an indicator here that shows that I can take some actions directly on the context of this analysis. There are three actions here. One is to drill and view the order details. That would go directly into the E-Business Suite system. Another is to share this analysis so I can collaborate with colleagues across the company. But what I want to do is expedite this order. I know this is one of my top customers and the biggest order for the quarter so I want to put them to the head of the queue. So I expedite this order and what happens is the Oracle BI action framework allows me to connect up to an external business process, in this case a process design in SOA, Service-Oriented Architecture. It's bringing the context from the analysis along, for example the order ID and who I am. It's interrogated that business process to understand who the next approver is in the Human Workflow. I'll just go ahead and type in a reason here. I can add additional parameters to what is brought along from the analysis. And as soon as I do that, I'll go ahead and hit execute. Now this will invoke that external business process. we'll get a synchronous response back that that asynchronous process is happening. And we've just gone from insight to action. Mike, that's something quite new. Ingersoll Rand doesn't have that capability today. How could you imagine using this capability of going from insight to action? MICHAEL SIEBERT: Yes, the important thing I think you had mentioned was the whole collaboration aspect of it. Clearly this example applies to Ingersoll Rand as a manufacturing firm. But what you've just demonstrated here shows us that really anything that we can tie to a business process we can enable through this toolset. So today where people might spend a lot of time, they might know what the situation is but they have a difficult time trying to figure out what do I need to do next or who do I need to contact. So to your point, they spend a lot of time on the phone, sending s and those types of things. This automates that process for them and allows them to be far more efficient in trying to resolve the problem. PAUL RODWICK: So the idea, Thomas, with BI is not just to get an insight but to take that insight and turn it into the best business-improving action. THOMAS KURIAN: Great, thank you, guys. MICHAEL SIEBERT: Appreciate it. THOMAS KURIAN: Nice to have you here. Thank you, Paul. Business Intelligence

BI EE Dashboard Actionable Insight Transcript: So that demonstration really brought four things together. We're pulling business intelligence from three applications, E-Business Suite, supply chain, Siebel CRM and then Hyperion Planning, which gave us the forecast information that they were seeing. When Paul did that ad hoc query which does a detailed list of all customers affected by all suppliers by all orders, normally that would take a very long time to compute. We solve that with the Oracle Sun Exadata database machine. And what it does is it really optimizes how quick the sequential I/Os perform by pushing some of the computation down to disk in the storage server. And so it makes the ability to do ad hoc analysis much more powerful and efficient. And finally we took that insight to action by kicking off a business process. Business Process (Fusion Middleware SOA Suite) Essbase & Hyperion Planning Sun Oracle Database Machine

Governance, Controls & Security
Transcript: So our business intelligence solutions bringing together applications and database technology and middleware really changed the way that you can use business intelligence today. Now if Avatech wasn't having a bad day so far, it's about to get worse. They have a governance, controls and security problem and let's hear what Vince and Patti are trying to do to address that. VIDEO: What are you doing here? What are you doing here? Well, I've been doing a little digging through our transactional system and something is not right. What do you mean? Well, some of our suppliers with the lowest quality and the highest prices are getting tons of orders. I think someone in my department is on the take. Really? Well, one of my DBAs might be involved in a kickback scheme. Some of our business information has been ending up in hands that should not have it. We should talk. We've got hundreds of SKUs, millions of components, vendors all over the world and I've got to know who's managing those vendor relationships and who's approving all those spends. You have got to help make my supply chain more transparent. We've got first-rate corporate governance and risk policies but simply documenting policies won't stop somebody who's determined to abuse the system. We need to enforce our risk policy even across all our siloed apps. So have you figured out who's involved? Not yet but I've got my best guy on it, although we've really got to automate this stuff.

Lack Transaction Controls governing Business Process Lack centralized Identity Provisioning & Management Lack protection of Critical Data from Super-Users Need: Implement & Monitor Process Controls & Security Transcript: THOMAS KURIAN: So Avatech does not have a transaction control that's governing its procurement business process that would identify automatically which vendor relationship managers were doing kickbacks. Secondly, they couldn't tell which users have accessed what systems in the enterprise because they don't have a centralized identity provisioning and management system. And third, they mentioned a DBA. A DBA traditionally is a super user and so they need him to continue doing his job of administering the database but not participating in the kickback scheme by being able to see data in the database he's administering. So a collection of Oracle's products which work with our packaged applications -- E-Business Suite, Siebel, PeopleSoft -- would actually solve this problem.

Chief Information Officer Qualcomm
Transcript: Let's hear from a customer of Oracle's, Norm Fjeldheim, Chief Information Officer of Qualcomm. Norm, welcome to OpenWorld. NORM FJELDHEIM: Thanks, how you doing? THOMAS KURIAN: Great to have you here. You know Steve Miranda from our Applications Development organization? NORM FJELDHEIM: Hi Steve. STEVE MIRANDA: Good morning, Norm. THOMAS KURIAN: So you guys are going to show the customer base how you would have fixed Avatech. STEVE MIRANDA: Well, I hopefully don't have to wear dark glasses walking around. Norm Fjeldheim Chief Information Officer Qualcomm

Transcript: NORM FJELDHEIM: Okay Steve, go ahead. STEVE MIRANDA: So before I get into the demo I know, Norm, you yourself and Qualcomm have a history of strong governance in compliance and controls. Maybe you can just give the audience a background of that from your... NORM FJELDHEIM: Sure, we've always approached our financials very diligently. Our CFO likes to get awards for our financial integrity, I guess is the best way to put it. We were the first company to be SOX-compliant in the US, in the world. That's something that is very important to us. We close our books in a day, we get our SEC reporting out in a couple of days. Financials is, and financial integrity is kind of in our DNA. STEVE MIRNDA: Okay, so that's very impressive, a day plus two for SEC reporting. Avatech is not quite in that situation so the first thing that Avatech would need to do is be alerted of where their risks are in their situation. So what I'm going to play is I'm the role of the security officer within Avatech. And the first screen you see is I'm within the context of the E-Business Suite and I have a couple of alerts, and in this alert it is just basically showing me a suspect supplier. I've got an alert for a high price, an alert for low quality and then really it's that combination of alerts where I've got to detect a risk of fraud. As I drill down into the fraud risk alert I'm taken to a dashboard and what I've done is I've gone from the E-Business Suite over to our Governance, Risk and Compliance Suite of products. And here's where you see I'm drilled down on the particular supplier because of that alert and I see that they have a low quality score and a low price score, meaning they're giving me the worst quality products and they're charging me the highest prices but I'm still doing business with them for some reason. And it's the combination of these alerts that give me a high risk of financial fraud. I also notice that I've got a number of controls at my disposal. The application controls are enabled but the database, the middleware controls are not enabled and I see I've had a series of adverse impacts or events. So let me drill down a little bit further to those control results and events. And what it shows me now, again through the integration with the E-Business Suite, is a sample of the events that are at risk. And I notice that they're all purchase order examples. And I can also see that all those examples are really dealing with two people, J Smith and Rob Chan, who happen to have access to the E-Business Suite system. Now when you run a large enterprise, and I'm sure you know Norm, you have lots of users and they each have, the user is represented here with the U, they have different responsibilities, so different jobs within the enterprise and those responsibilities give them menus within a system. And those menus then result in the business function. So by business function I mean create a purchase order, create an invoice, apply a payment, etcetera. And what this graph shows me, again through automatic integration with the E-Business Suite, is that these two people have what we call a segregation of duty violation, which is between the two of them they have the ability to create the purchase order, also approve the invoice all the way through the payment, which creates my risk of fraud. So what I'm going to do next is I'm going to enable some controls on this user. But maybe, Norm, you could describe at Qualcomm maybe the history before or early in the Sarbanes certification to today, what do your controls look like? NORM FJELDHEIM: I'm sure that everybody remembers what it was like when we first started doing SOX compliance. The auditors were a little bit crazy, very, very conservative. So we went literally to hundreds and hundreds of controls that we had to put in place in order to get our SOX compliance put there and that was mostly manual. We had the processes in place but documenting all of that and going in and finding all that information, we were literally working off of spreadsheets for hundreds of controls and it was dozens and dozens of people that had to get involved for months to get that SOX compliance taken care of. STEVE MIRANDA: And today, how...? NORM FJELDHEIM: Today we're dozens. We've gone from that hundreds of manual and using many of Oracle's tools, we're really down to dozens of controls, mostly automated. It's been a significant improvement over what we had to do in the past. STEVE MIRANDA: Okay, great, so let me show you a little bit of what implementing some of those automated controls look like. I'm going to show you a reactive control and then a proactive control. So by reactive, on the previous screen I've identified that J Smith has an issue. Here I see that J Smith has approval to create invoices, approve invoices and create payments. What I'm going to do is remove the approve invoice from his role. I'm going to want to remove that. So as the first step, I've reactively said let me remove J. Now, but I also want to get the proactive policy. So this is basically making sure that no one can also end up in this situation going forward. And you'll notice again it has integration with E-Business Suite with policies but has integration with any third-party system as well. So it's automated, integrated with E-Business Suite and PeopleSoft and Siebel and the Oracle applications that open. So maybe you can give the crowd a view of your footprint that you run at Qualcomm. NORM FJELDHEIM: Well, we have multiple E-Business implementations but we also have PeopleSoft. We have a separate travel and expense system. We have multiple subsystems that we've integrated. And these tools are not just limited to the E-Business Suite. We use them across our entire landscape of applications beyond even the financials. We try and take SOX compliance across all of IT and we found that just implementing those policies and procedures helps us as an IT organization across all the applications that we support. STEVE MIRANDA: Okay, so I'm going to show you how you might do that. So what I'm going to do is on the E-Business Suite role request policy, I'm going to go ahead and enable what we call a segregation of duty simulation which basically says that as anybody requests a new role or privilege, we're going to simulate to see if there's this conflict, like the ability to create purchase orders and create and approve invoices, etcetera. So I go ahead and enable that. And now I'm going to show you what it would look like if somebody actually requested a role that conflicts. So in my self-service, and I see J Smith who I've just revoked the privilege, he's obviously very busy and very eager to keep this kickback scheme going so he's actually requested the same role again. But now if I click on this role I'm alerted that I have a segregation of duties violation. And the reason why this was an alert is because we've simulated based on the policy rules of the company. I can drill into the request history which gives me a detail of exactly what policy has been violated and I can go ahead and take action to reject that request on a go-forward basis. So I've implemented a proactive and a reactive set of controls here. Now the final problem that Avatech had was with their database administrator. And so the DBA needs to be able to do their job in terms of access to the tables for planning upgrades and normal maintenance but they don't need to be able to update or read the data. And so for that I've gone into Oracle Database Vault. And what in Database Vault I'm going to do is create a what we call a realm, which is essentially a set of tables that restricts the DBA access. So I will enable this, and in this particular example what I want to do is restrict the DBA's access to the procurement and the purchasing tables, so I can go ahead and enable that. So now if I were a database administrator and I wanted to come in outside the application's view of the system but technically and run a query. So again this isn't part of my job of taking backups and applying upgrades and new features and so forth, but just as running a query due to update. And if I run that as a DBA, I now see that I'm restricted so I don't have access. So Norm, just to conclude the demo, this helped Avatech. Maybe you could describe an anecdote of before and after business solutions to help on the compliance, what it's like at Qualcomm. NORM FJELDHEIM: When we had to do all those controls, we were looking for volunteers essentially from the audience to come in and help with all that. So we were enlisting everyone that we could within the company to help us document those controls. One of them happened to be my assistant, who was thrilled to be going through Excel spreadsheets for months on end, trying to make sure that we were compliant. So since we've implemented GRC and now hopefully GRCM soon, she no longer has to do that. So she's much happier and that makes me much happier. A happy assistant makes a happier boss. It's been something that has been very helpful for us and for me personally. STEVE MIRANDA: Great, thank you very much, Norm. NORM FJELDHEIM: Thank you. THOMAS KURIAN: Steve, Norm, thanks a lot. NORM FJELDHEIM: Thank you. Governance, Controls & Security

Governance, Controls and Security
Policy Governance, Risk and Compliance Suite Transcript: THOMAS KURIAN: So they showed you three products working together, E-Business Suite, procurement and financials where they were tracking that segregation of duties. The prepackaged procurement process controls that were implemented by Governance, Risk and Management Suite and then when they went to revoke permissions, they pulled the user by revoking the permissions and identity management which automatically deleted the permissions from a certain role. And then to protect the data and prevent the DBA from bypassing the controls, they implemented Database Vault. Procurement & Financials Fusion Middleware Identity Management Database Vault

Scalability & High Availability
Transcript: So the next set of challenges that we see customers struggling with is the problem of scalability and high availability on their systems. Let's see what Avatech faces as an example of what our customers are facing today. VIDEO: Hey, all ready for the big meeting? Yes, all set. Good. Hey, what's up? Just got off the phone with a customer. They want our new server but our website is so slow that they're ready to give up. Yes, well my vendors are all geared up to ship but only a few orders are getting through to them. Everyone wants our servers but the sluggish web pages are slowing everything down. Here's what we're going to do. Short term, assign additional capacity to the product catalog so our customers can use the website. Long term we have to find more capacity so this doesn't happen again, without adding a bunch of new hardware. Okay, but people still have to know where their order is and when it's going to be there. More orders take more calculations. We have to find more capacity for that too. Let's see what additional capacity we can wring out of the hardware we have. Why is this darned elevator so slow? We're already late for the meeting. Stairs? Okay, stairs. Always the hard way. Scalability & High Availability

Demand Fluctuations drive Elastic Compute Capacity Downtime costs drive Maximum Availability Architecture Budget constraints drive Commodity Hardware Need: Scalability & Maximum Availability on Low Cost Grids Transcript: THOMAS KURIAN: So what they found was they had a hot product, a server product. And the demand for that was driving the need for them to be able to add capacity to the system as they need it, so elastic computational capacity. Now as you add more servers or hardware into the system, you don't want to have more downtime as a result of it because every server could become a single point of failure. And so you want to avoid downtime cost through the design of maximum availability architecture. And finally they also talked about the fact that they're budget-constrained. So they need to both use commodity hardware but also be able to use the capacity on that hardware very efficiently. And so what Avatech needs is what lots of customers who run out packaged applications need, is scalability and maximum availability on low-cost grids. Now with 11g of our database, 11g R2 of our database and 11g of our middleware which are certified with all of our apps, there are some very unique new capabilities we've introduced.

Transcript: And Mark Townsend from Product Development is going to show you how we would have fixed this problem. MARK TOWNSEND: Thank you, Thomas. So I'm looking at my console which gives me my overall view of both my WebLogic server grid and also my database grid as well. And I can immediately see that I have a problem with the WebLogic servers and that the CPU utilization is actually very high and I'm guessing that's based on the additional workload that we're getting from a new product catalog, etcetera. So if we go off to the WebLogic console ourselves, we can see that our throughput is less than what we would like. Now because I'm a very savvy IT person, I've already preconfigured my middle tier grid with additional capacity. So I'm going to come in and look at the four machines that I currently have running under my WebLogic server environment and go in and add additional servers out of the grid to that. So we'll come in and add one server. And just to make sure that we can get through the performance that we need with this new product catalog rollout, I'm also going to add an additional server as well. So this has now basically expanded the footprint that I have in the middle tier and hopefully we'll see an immediate improvement in both throughput and response time, and that's exactly what we do. Our CPU utilization has gone down and our web paging throughput has gone up quite dramatically. So if we go back to the console now and refresh that, we should see that everything is okay. Well, there's both good news and bad news. I can see that my WebLogic grid is performing at capacity now but with the additional workload that that's generating, this has now created a problem on the backend databases. Once again I can see that my databases have suddenly been impacted with additional CPU workload and the database itself is recommending that we come in and add additional capacity to that environment. The CPU is a bottleneck and they would like some additional servers. So the good news is that I'm actually running a RAC cluster. And with that RAC cluster I have one server that's currently configured to my Siebel environment. So I'm going to go in and dynamically extend that to go from one server to two servers, pick up the available server, add that capacity into my environment. I can see that I'm running two instances now across the grid and my CPU capability has dropped because I'm spreading that load and hopefully, yes, we're good once again across the console. THOMAS KURIAN: So both environments, both the middle tiers and database, you didn't have to take the application down in order to add capacity. MARK TOWNSEND: Correct. THOMAS KURIAN: You could do it while the system is running because of the way we've designed our grid technology. MARK TOWNSEND: That's right, we're dynamically adding the capacity on demand. Now having said that, however, that's taken all of the spare capacity that I'd designed into the system out of the system and I would like that into my back pocket. I note Patti is not going to allow me to buy additional hardware so I'm going to go and look at what we're doing to protect the production system. Obviously production environments are subject to outages. Maybe they're flooding, such as today. So we actually have a standby system that's set up to protect that production system. Now this standby is configured just to be a normal standby in that it's sitting there waiting for some sort of disaster to happen, which is not necessarily a very good use of those resources. So what I'm going to go do is go into the database, the standby database, and enable it for real-time querying. And by doing this I will actually offload all of the catalog browsing and query workload that was previously running on my production system back onto that Active Data Guard environment. THOMAS KURIAN: So it not only offloads resources and makes use of the standby, it's also a good test case to make sure your standby is actually working. MARK TOWNSEND: Correct it also means that we use this standby on a day-to-day basis so we're very happy to fail over to it if there's an outage in the future. So we've fixed the product catalog browsing and that's very efficient. We've got the backend database working very efficiently as well too. The other big thing that we need to sort out is our availability to promise. And availability to promise is running okay. It sort of meets its response time sometimes and sometimes it doesn't, but it's basically a calculation. So what I would like to be able to do is expand the speed at which we do that calculation. So in order to do that I'm going to introduce Coherence into the middle tier environment. So I'm going to go into Assembly Builder, which is going to allow me to wire Coherence into my initial, existing virtual machine environment that we're deploying in the middle tier and I'm going to build that new virtual machine. THOMAS KURIAN: Okay, so that's dynamically deploying an Oracle VM-based image of Coherence into this grid? MARK TOWNSEND: Correct, that's created the environment for me. And now I'm going to go on to my WebLogic console and pick that system up and deploy it in the middle tier. So if we go into deployments, I can see that I have the existing available-to-promise application here. We're going to come in and update that one. We're going to choose the new one that we've just built, with the Coherence capability into it and then when we come into this we're not going to pull the existing application down and redeploy the new one. We're going to retire the previous version after five seconds and gracefully switch our end users over to taking advantage of the new one with the additional calculation capabilities built by Coherence and the environment. THOMAS KURIAN: Okay, so you should see Coherence basically fetching data into its in-memory grid and therefore offloading some of the resources for that available-to-promise to finish calculations much more quickly as well. MARK TOWNSEND: Correctly, and if we go back it's retired that existing environment. And I should be able to see that that has improved quite dramatically. Yes, my CPU utilization and my available-to-promise throughput has increased dramatically as well. THOMAS KURIAN: Okay, so all of these technologies from our technology stack are certified with all of our applications and as a result of which we could actually give you dramatic scalability and availability improvements while meeting the budget constraints that we're under. MARK TOWNSEND: That's correct we can get the best out of the infrastructure that we have in place. THOMAS KURIAN: Thank you very much, Mark. MARK TOWNSEND: Thank you. THOMAS KURIAN: Great. Scalability & High Availability

Scalability and High Availability
Coherence Grid Transcript: So the products at work -- Siebel Order Capture and CRM. And in the middle tier two capabilities, WebLogic clusters to cluster and scale out the middle tiers, and Coherence, which provides the in-memory data grid that allows them to run computational calculations on data in memory. At the database level two very important solutions -- Real Application Clusters or frankly a Sun Oracle Database machine that provides you very good reliability as well as linear scalability as you add processes into the cluster. And secondly, Active Data Guard which allows you to open your standby site for read-only reporting, thereby getting value from your disaster recovery environments. Active Data Guard Order Capture & CRM WebLogic Cluster Real Application Clusters

Transcript: Let's hear from a couple of customers who are actually using this technology today. DAVID APGAR: Because we're a 24/7 company we really don't have any time when there's any sort of downtime. There are no weekends for us, no evenings off. PADDY HANNON: We've noticed when pages do get slow that there is an adverse impact to our revenue. So we see people coming back to the site less. We see people submitting less leads. We see people viewing or consuming less pages. LOGAN MCLEOD: We have these large numbers of servers in our disaster recovery data centers that functionally aren't doing much but protecting us from disaster. With 11g we have the ability to open those databases for read-only queries. So the potential for that type of functionality is huge. It now means that I can potentially use my DR environments for high-volume reporting without impacting my primary databases. That's huge. PLAMEN ZYUMBYULEV: With Oracle Database 11g Active Data Guard we're real excited with the new possibilities that are in front of us. We can utilize our disaster recovery site, not only with reports and queries but with open ended read-write mode for testing purposes. PADDY HANNON: We selected Oracle WebLogic Server because it's the number one application server deployed in production environments. We run our business off of our website. That's where all of our revenue comes from and we need something rock-solid. DAVID APGAR: We chose Oracle RAC and the storage systems that we use because it was able to give us the best performance that we need and meet our requirements to answer our queries in the fastest amount of time. PADDY HANNON: We choice Oracle Coherence so that we could provide pages very, very quickly. And there is no product out there that does what Oracle Coherence does.

Operational Management
Transcript: THOMAS KURIAN: So some real customers who are using this combination of products, both for their own custom application or bespoke development as well as with our packaged applications to get great scalability and high availability. In Mark Townsend's demo, one of the things we showed you was how quickly and easily he could actually pinpoint that performance and scalability problem using Oracle Enterprise Manager. And so what we're now going to talk about is the problem of operational management. You have lots of different systems running your business applications. Operational Management

Difficult to monitor Real End User Experience Difficult to relate Business & System Monitoring Difficult to identify & resolve “stack-related” problems Need: Integrated Management of Business Applications, Database, Middleware, & Infrastructure Transcript: There's the application itself, there's the middleware that sits underneath it, there's the database, there's the operating system, there is the storage system, etcetera, etcetera. And you really need a centralized facility that allows you to manage this, to correlate it to business problems that users are seeing and then to pinpoint and take action quickly and easily. Let's hear the challenge that Avatech is facing in this area. VIDEO: Did you know that stress is the number one killer today? No, but you're certainly teaching me this. Stress is being a sales rep with a customer on the line while your application just sits there. I know, I know, the app is getting caught up in the inventory lookup process. Did you know that stress is the number one killer today? Did you guys rehearse this? We've got no orders coming out of our Western call center. We know, there's a bottleneck right now. Didn't this happen last month? Those poor reps. What's the cost of those lost sales? We know, it could be a server issue or storage or the network or an application setting. Whatever it is, we can't be taken by surprise any more. We should know when those poor sales reps are headed for trouble. Then we'd know what to do. We have got to find a way to do this for the reps. For our budget. But how? Just call Oracle. I didn't know he could speak. I didn't either. THOMAS KURIAN: So what Vishal, the guy who doesn't speak, was talking about was that they needed to solve three very important problems. They needed to monitor what was the real user experience that their end users were seeing when accessing the application. Often when you're running a systems environment, you say, our databases look fine, our middleware looks fine, our apps look up and running but you really can't tell if the business users who are using that system, in their case the sales reps and the call center people, were actually seeing really good end user performance. So that's problem one. Problem two is they couldn't correlate the fact that they were seeing a lot of orders coming in to specific problems from the systems side. They couldn't correlate business metrics that they were tracking to specific issues on the system side. And third, they also found it difficult to identify and pinpoint the specific part of the stack that was causing problems. You know Patti was talking about maybe it's a server or maybe it's storage, maybe it's network. What we really believe is that you need to have integrated management of your business applications, your middleware, database and infrastructure to make it easy for you to address these problems.

Director of Applications Office Depot
Transcript: Now we're very pleased today to have Marshall Lew from Office Depot, a customer of ours who has actually solved some of these problem using a combination of Oracle products. Marshall, welcome to OpenWorld. MARSHALL LEW: Thank you, Thomas. THOMAS KURIAN: So everybody knows Office Depot, no introduction needed, but you know Sushil Kumar from Product Development. Marshall Lew Director of Applications Office Depot

Transcript: Sushil is going to show you some new things that they have cooked up to help Avatech. MARSHALL LEW: Okay, great. THOMAS KURIAN: So welcome to OpenWorld. MARSHALL LEW: Great. THOMAS KURIAN: Sushil. SUSHIL KUMAR: Thanks Marshall thanks, Thomas. So Marshall, I'm going to start with our real user modeling capability because Avatech seems to be in the middle of some sort of crisis. The reason why it is called Real User Experience management product is because it looks at the actual user traffic for any kind of web application or forms-based application. And based on that data, it can tell you where your users are coming from, whether they are running into any kind of errors, whether they have any kind of performance issues. Also for, with our applications we have prepackaged integration. So we are not only telling you all the cryptic network URL. We are actually telling you which business functions the users are trying to perform. So as we can see in this business funnel, we understand the entire construct of the order process and we can also see where people are spending most of their time. So if Patti had access to such a tool, she would have seen this problem coming and they would have been able to remediate it before it started to affect their business. So even now it is not too late. We do see some alerts here, so it looks like some of our users are running into a problem. What I also see here is that of the two servers that are involved in supporting this application, one of them is using a disproportionate amount of time. And we can also correlate it back to the response time so that any page that is served by this particular server, it seems to be taking a long time to load. So we obviously know that something is going on here. So let's drill down and what we see here, Marshall, is that most of the people or most of the pages that are being served out of this server that falls into what we call the frustrated page view zone. So based on the thresholds that we have defined, we see that while the first server I think is going okay, the second server is not really healthy so something's going on here. So let's drill down and see what's going on. And what we see here is the visual topology of the applications. So in a quick glance you can see what are the various components, how are they interrelated. And we see the two web servers that we just saw on the previous screen. We also see that the both the web servers -- behind both the web servers we have two app servers each. And one of those app servers seems to have some sort of issue. So let's go and drill down. The server is up and I think all of the components are also up but for some reason, the response time has been going up. So this is kind of weird, right? MARSHALL LEW: Yes, it is because you've said all those servers were exactly the same. They're configured all the same but yes, you've got one server that's not responding. SUSHIL KUMAR: Exactly, so all these four servers are supposed to be exactly alike, same hardware, same configuration. Now there could be many reasons why only one server is having the problems. But I think a good place to start would be to look at if anybody has tampered with the configuration. Now normally doing that requires you to go through zillions of files to the file differing. It's a very time-consuming process. MARSHALL LEW: Right. SUSHIL KUMAR: Unfortunately Patti doesn't have that kind of luxury. So the good news is that Enterprise Manager has already done the hard work for you. It has already gone and collected all the information. All the information is right there. All that we need to do is to ask Enterprise Manager as to what is different. So we select all the four servers here and we compare and it does tell us that something was changed on this particular server. So this memory protection parameter was somehow set to true. It looks like a developer was doing some kind of debugging last night and they forgot to roll it back. The good news is that we've found out what the problem is, but we can also go and fix the problem. So we just go and say we are going to synchronize the environment. So this is going to make all the environments alike. We see everything is alike now; we save it. So now what this is going to do is to go and make sure to provision this change on the server and make sure everything is exactly alike. It's running new comparisons. MARSHALL LEW: So how can you tell if it's actually solved your problem though? SUSHIL KUMAR: Yes, well, you could take my word for it. MARSHALL LEW: No. SUSHIL KUMAR: We could just go here and try refreshing. So it looks like we have solved your problem. MARSHALL LEW: It looks like you've solved it but, as happened with the other demo, it looks like something else popped up there with a red X on it. SUSHIL KUMAR: You know, I think you really have sharp eyes. I was hoping that you would not notice that but you did. So let me see how I can wriggle out of that situation. So let me click and we see that because of the new server, very popular server that Avatech has launched, it seems that we are going to run out of disk space. So Patti clearly doesn't want to buy more hardware so we have to be more creative in terms of what we can do. Fortunately Oracle Database has a lot of self-management functionality and one of those functionalities is Segment Advisor, which looks at the current space utilization within the database and it comes up with recommendations on how we can optimize that. So let's go and look at the recommendation. And what we see here is that Segment Advisor is recommending us to use the Advanced Compression functionality. And it is also telling us, it's not only just telling us that you should use that functionality, it's also telling us that we may be able to get around 65Gig of data out of the total 100Gig. So almost two-thirds space saving. So that seems like a pretty good option, right? MARSHALL LEW: Yes it seems good but how do you know compressing the table is not going to actually have an adverse impact on my performance and have bigger problems for me? SUSHIL KUMAR: Excellent question, so Advanced Compression has been designed to impose very minimal to no performance penalty. But we can never be sure of that unless we go and test this out. So what we are going to do is we are going to use the Real Application Testing functionality. And the nice thing about this functionality is we actually capture the production workload and replay in a test environment so no guesses, no artificial workload. So if this workload runs fine in the test environment, we kind of know that everything is all right. So I could see this coming so I had already captured a workload. I had already created a test database, enabled compression there and a replay is currently running. So let's go and check on the progress of the replay. So let's refresh and it looks like our replay just got completed. And one of the things that we see here is that replay completed faster than the actual capture. So it somehow implies that our performance actually improved after compression. MARSHALL LEW: Yes, that seems kind of odd show me that performance got better. SUSHIL KUMAR: I know you are a tough audience so let's just go back and check and make sure why it happened. So this is the database performance page. I'm sure you and others have seen that. And what was happening before compression was because our data volume expanded so much, our I/O bandwidth capacity was not adequate so we were running into a lot of I/O bottlenecks. And what has happened after compression is that we have not only been able to reclaim space but now that we have smaller volume of data to move across I/O channel there are no I/O bottlenecks. So that explains why the performance is better. So can we now go back and enable compression? MARSHALL LEW: Yes, go ahead and enable. SUSHIL KUMAR: So let's go back and enable compression here. And this is going to submit a job in my production system which is going to reorganize the table online and make sure that the compression is enabled over a period of time without affecting your users. So we have taken care of your problems. MARSHALL LEW: You definitely have, yes. SUSHIL KUMAR: So okay, so one last thing that we need to do is to go and make sure if our users are actually doing okay so you could... MARSHALL LEW: Yes, that's my biggest challenge is how do I now, now that everything's fixed, do I call them, do I start paging them? How do I find out if everything's running now? SUSHIL KUMAR: So Marshall, I know you have all those numbers on your speed dial but I have a better way actually. Let's go back and check at the Real User Experience page, reload it and it does say that now everything is back to normal and people are no longer having a problem. So is this something that you find exciting? MARSHALL LEW: Yes, very good, thank you. SUSHIL KUMAR: Marshall, I know you are a big Enterprise Manager user so why don't you tell us what are some of the major benefits that you are getting by using Enterprise Manager? MARSHALL LEW: Well, the biggest thing is we're able to centrally manage all of our application environments and not just the application database and its database servers, our Fusion Middleware and our SOA Suite but all of our application products across the stack through one central facility. It's helped us lower our costs and get better visibility into our IT systems. SUSHIL KUMAR: Great, thank you, Marshall. THOMAS KURIAN: Thanks for coming, Marshall it is really great to have you. Sushil, thank you very much. Operational Management

Real User Experience Insight Middleware & Applications Management Database Management Transcript: So what were the products we showed you. Patti had said that the call center people were having a hard time responding quickly to orders, so it was Siebel Call Center with four other products from Oracle that are certified to work with it. Real User Experience Insight that measured the exact response time that end users were seeing. Then the Siebel Management Pack, the Middleware Management Pack and Database Management Packs all integrated in Oracle Enterprise Manager so that you get a very quick view of how to pinpoint the problem spot. And then two additional solutions, Advanced Compression, which allows you to take a transaction system or a data warehouse and to compress data so you save substantially on storage as many as three to five times it can compress the data, so you save on storage. And then Real Application Testing which allows you before you apply an operational procedure like a patch, upgrade or configuration change, to collect a workload and then to apply the change and then to test to make sure that it doesn't have a negative impact on your systems. Call Center Real Application Testing Advanced Compression

Transcript: So in a nutshell, yesterday Charles Phillips and Safra talked about complete, open and integrated suite of infrastructure, database, middleware and applications. And they talked about how we're bringing products together across the applications family. Today we showed you six important challenges the combination of our database, middleware and infrastructure products solve for applications customers. And everything we showed you is actually tested and certified for the different applications we offer -- E-Business Suite, PeopleSoft, Siebel, JD Edwards and Hyperion. Summary

Complete. Open. Integrated. Applications Middleware Database
Transcript: Now a very important element of what we believe at Oracle is that not only do we offer a complete, open and integrated suite of solutions but every individual piece of that solution footprint is best-of-breed. Our database is market-leading, our middleware is market-leading and in business applications we're number one in HR, in supply chain, in CRM and we're the only major applications vendor that offer industry-specific solutions. Author’s Original Notes: Let’s talk about what we mean by Complete. Oracle’s Complete Industry Solutions offer more value with less complexity, because Oracle has assembled best in class industry portfolios and it’s our job to make them work together on an open platform. Middleware Database Infrastructure & Management

Complete Solutions by Industry Industry Leaders Rely on Oracle
11 of Top 11 Over 300 OEMs &Suppliers 10 of Top 10 Global 20 of Top 20 Service Providers 90 of Top 100 Aero & Defense Automotive Chemicals Communications Consumer Prdts Transcript: So it's the combination of these products and the integration that we have done across them Author’s Original Notes: Retail is just one example. Oracle is delivering the most complete industry solutions across a broad spectrum of industries. Helping the best companies stay on top. 9 of Top 10 Universities 9 of Top 10 Fortune 500 10 of Top 10 Global Banks Over 300 Leading Providers 25 of Top 25 Electronic OEMs Education & Res. Construction Financial Svcs. Healthcare High Technology World’s Best Intellectual Property, Most Complete End-to-End Industry Solutions

20 of the Top 20 Global Insurers All in Fortune’s Global 500
Complete Solutions by Industry Industry Leaders Rely on Oracle 9 of Top 10 Global 20 of the Top 20 Global Insurers 20 of Top 20 Pharmaceuticals All in Fortune’s Global 500 6 of Top 7 Companies Industrial Mfg Insurance Life Sciences Media/Entertain. Oil and Gas Transcript: that make the world's leading industries, companies in virtually every industry, choose to run their business on Oracle products. Author’s Original Notes: Retail is just one example. Oracle is delivering the most complete industry solutions across a broad spectrum of industries. Helping the best companies stay on top. 9 of Top 10 IT Services Over 1500 Organizations 12 of 13 Fortune 100 5 of Top 5 in Fortune 500 13 of Top 20 Fortune 500 Professional Svc Public Sector Retail Travel/Transport Utilities World’s Best Intellectual Property, Most Complete End-to-End Industry Solutions

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