Break up the market opportunity into 3 segmentsECM will be considered an infrastructure capability as well as set of applications and one of the things we find in the market is that when we talk about ECM as an infrastructure certain capabilities to at the storage level, mgt level at the policy level we are seeing almost an assumption which is g8 4 us that the infrastructure vendors IBM, Microsoft and Oracle will So there is a real advan to talk about this and different segments to talk about ECM infrastructure and ECM for applications and ECM centric applications in next section

Why moving to case mgt application WHY ECM INFRASTRUCTURE?Running an infrastructure certain capabilities to at the storage level, mgt level at the policy level as a shared service that can be built back to business units. This is a 1 to 1 corelary to what is done today most org around database services. Even when the line of business ot ITM we have build in enterprise applications they typically connect enter app to shared database resource center where they pay some kind of allocated cost for having access to the data center and everything.Now we do this with content, there are some big advantages that come right away.1. U can reuse content as well as customization of processes around content2. You can better manage the overall cost- do things like policy enforcement, enabling search and capabilities like that to be expensive across a single set of infrastructure become much much easier3. Add sbth like retention, security..

Connect ORACLE CONTENT MGT AS CONTENT INFRASTUREOur message when we talk about content infrastructure Simple means simple to integrate, simple to roll out, simple to use with middleware and simple to configure Different departments support different sharing solutionsHow do we manage this? Different departments support document sharing solution and they r turning to IT to say how do we manage this? Its really the infrastructure (how do we scale, how do we back it up, how do we manage the cost to support the infrastructure to support this kind of application.So we are moving to an infrastructure model: we know how to back it up, how to replicate it, how to secure it. We can add other capabilities to that layer.4. Simple, smart(cleansing intelleigence policies) and scalable(flexible models and features) across the whole life cycle of content.when we talk about simple, simple to integrate, simple to rule out, simple to use with middleware and simple to configure5. White paper: put very high volume of injestion content, running out on a single piece of infrastructure: the Sun, Oracle database machine getting extremely high volume with a lot of capability doing in a much simple way than what people have been doing in the past6. Capabilities: in that infrastructure tier they are making easier to roll multiple applications(things like real time analytics, fusioning, records management, policy enforcement across infrastructure, different apps can be converted)7. When you are saving word documents8. Information posing security risks can be cleaned out. Very important capability at the infrastructure level.9. Oracle has most stable content management level in the market

ORACLE FUSION MIDDLEWAREObjective in 11g was to have rich and proasive middleware integration stack1 of the goals is to make content managementMake CM one of the tools that people use when they r working in midd app. So, the infrastructure is running on weblogic, application grid and then it is integrated into the tool and people using it to build applications. Set of services that run as a platform services.Set of services that can easily wire my application intoLook at content centric application.Not overly content centric but they have . companies build applications tend to dump to local disk/application disk