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NATO FY11 D t b S l Pl<Insert Picture Here> Database Sales Plays

Database Sales Plays Business Value Discussion

Cloud ConsolidationBusiness Continuity

Storage Optimization / ILMEnterprise Config Management

Data WarehousingSystem and App ManagementSystem and App Management

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Cloud Database Consolidation

Oracle’s Basic Cloud Infrastructure

• Virtualizes physical resources into server pools

Applications

r• Provides high availability services

• Provides shared storage services for database and files

Middleware

Database

Cloud Infrastructure

Ente

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Database as a Service (DBaaS)

The cloud-based approach promotes reuse of shared resources, making it very cost effective and demand driven while billing is based on

“An on-demand, cloud-based database provisioned on a pay-per-use basis.”

it very cost effective and demand driven, while billing is based on consumption, such as hours of access or gigabyte of storage used.

Feature

Self-Service Provisioning

Business Needs Met by DBaaS

Agile Provisioning

Business Need

© 2010 Oracle Corporation

Metering

Monitoring and Trending

Accountability

Optimized Resource Consumption

Database as a Service in the CloudServer Pools

HR SALES ERP FREE

• Database services isolate workloads in database cloudEach ser er pool hosts one or more database ser ices• Each server pool hosts one or more database services

• Servers dynamically assigned to pools to meet objectives• Automatically reallocate servers in event of a failure

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Consolidation / Virtualization Tear SheetKey Message: Reduce Oracle ecosystem cost by more than 50%

What to look for:• Server silos• Low server utilization

• Uncompressed

Strategies:

• Standardization• Shared Services• Utility ComputingUncompressed

storage• Inefficient database management

Associated with:

• Bottom-line savings efforts• Recovery/re-

Benefits:• Capacity on demand• Cost reduction: 50%+ server 90% storage cost Recovery/re

investment of capital initiative• Efforts to improve database manageability

• 50%+ performance gains• Lower costs: Integration, Maintenance and Data Center power/cooling etc

SELL: RAC, OVM, OEM, Adv. Compression, Partitioning, Exadata

ConsolidationReduce Oracle ecosystem cost by more than 50%

Expected BenefitsCapacity on demand

Observations

Companies with standardization or shared service strategies

Play Type Business Value Difficulty Quick Win

Best Practice High High Medium

Cost reduction: 50%+ server 90% storage cost

50%+ performance gains

Lower costs: Integration, Maintenance and Data Center power/cooling etc

Companies with standardization or shared service strategies

Server silos – Customers with databases on individual servers supporting a single application

Low server utilization – Customers with servers averaging <40% utilization on a regular basis

Inefficient database management – Customers who complain the management and maintenance of the siloed environments are costly and difficult

RecommendationsLeverage database Clustering capability to consolidate db’s

How to find opportunities?Existing database EE customersCustomers who have standardization strategies or have large siloed environmentsLeverage database Clustering capability to consolidate db s

Leverage active dataguard with golden gate replication for scalable and highly available consolidated platformDeploy effective management tools (EM management packs for database specifically config mgmt to get a good handle on your environment

large siloed environmentsCustomers planning consolidation strategies for their databases

Relevant Database ComponentsExadata, RAC, Partitioning, Golden Gate, Active Dataguard,

RAT, Total Recall ,Enterprise Manager

Associated NATO Campaign: Database Essentials or ExadataGCM Code: NA_NATO Database_Essentials_FY11_Follow Up or with Exadata NA_NATO Exadata_KingofExtreme_FY11_Follow Up

Customer Successes : Verizon, Credit Swiss

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Consolidation / Virtualization Business Case

Benefits• Average 60% reduction in

hardware cost saves $9.8Mhardware cost saves $9.8M• Drive highest levels

of utilization• Maximize consolidation opportunity• Delivers YOY savings for

reinvestment• 50-75% Systems Performance

Improvement• Provides better service to internal & 3-Year Cost Savings Potential

external customers • Database infrastructure

consolidation driver• Enables Shared Services

Environment

EM Packs 2,172,498$ Adv. Compression 3,957,567$ RAC 3,639,744$ Total 9,769,809$

3 Year Cost Savings Potential

Shared virtual infrastructure is the keyShared virtual infrastructure is the key

(Common employee portal)Intranet 2.0

2010Simple/streamlinedSimple/streamlined(<200 apps, 100s servers)(<200 apps, 100s servers)

Very ComplexVery Complex(>800 apps, 1000s servers)(>800 apps, 1000s servers)

Pre-2006

User Interfaces:Many diverse UIs

From thousands of servers to hundreds

From 1000 applications to 200

From 90% idle servers to 90%

Oracle Database (11g)

Oracle Real Appl. ClustersWeb Logic / Fusion

Common ERP

Common Reporting

(Common employee portal)

Middleware:PeopleTools (8.43, 8.46, 8.47),Websphere, weblogic, etc.Databases: Oracle (7.x, 8.x, 9.x, 10.x), DB2, Informix, Sybase, Lotus Notes, Excel,O ti S t

Reporting:Hyperion, Crystal, PSR, CognosApplications: Oracle PS 8.3,8.9Workbrain/PS T&LMany “Bolt-on”sMany internal web sites 40 major conversions

In 2 years

PaaS

SaaS

From 90% idle servers to 90% utilized

Now with 99.999% availability

“The company saved $562 million and earned the 2007 Best New Shared Services Organization award by the Shared Services and Outsourcing

ERP SOEERP SOEVSU/E MCHP/Dell Intel-based

Server clusters

Linux OSOracle Database (11g)

Mainframes, Sun, HP, IBM,Dell, others

Operating Systems:Z/OS, Solaris, HP/UX, AIX,Linux, Windows

Standard Operating Environment (SOE) in the cloudStandard Operating Environment (SOE) in the cloud

IaaS

award by the Shared Services and Outsourcing Network.” That, Ebrahimi says, “put the unit on fire.” By the end of 2009, VSO had saved Verizon more than $1.6 billion across every area it touches.

Fari Ebrahimi, CIO of Verizon Services Operations (VSO)

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Case Study: University of MassachussettsVirtualization and Linux• 5 campuses • 75,000 students and faculty

Before• Silo’d infrastructure• 500 legacy servers• 10% - 15% server utilization• Dedicated App/Web tier• Increasingly high risk due to

management complexity”

y

After• “Shared infrastructure” (grid)• 175 Linux servers• 70+% server utilization• 100% virtualized App/Web tier• “Significantly reduced risk from ease-of-

management and integrated failover”g p y

60% reduction in TCO: Lower CapEx, energy costs, HR cost avoidance

g g

Business Continuity

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Business Continunity Tear SheetKey Message: Improve DB availability, asset utilization & reduce costs

What to look for:• Active-Passive clusters• Low or no DR utilization• Long recovery times from failures

Strategies:• Shared Services• Zero Downtime and 99.999% availability

from failures• Storage based data replication• Single points of failure

Associated with:

Key Initiatives: • Service Availability • Disaster Recovery

Benefits:• Increase availability of key business processes• Reduce latency, speed Disaster Recovery

• IT Asset Utilizationy, p

response times• Lower TCO thru shared resources. Up to 50+% cut in server, storage costs

SELL: MAA, RAC, Partitioning, Active DG, Total Recall, Exadata

Business ContinuityIncrease site performance and availability

Expected BenefitsImproved business continuity and customer experience through higher uptime levels and performance

ObservationsServers or databases fail with no failover or recovery strategy is in place

Play Type Business Value Difficulty Quick Win

Best Practice High Medium Medium

through higher uptime levels and performanceAbility to quickly recover from downtime and keep critical applications active Handle more concurrent users with less application servers / hardware Better performance and greater stabilityProactive monitoring and root cause analysis of problems and issues

strategy is in placeService levels are not being met Customers experience slow response times from the database Root cause analysis of performance and downtime problems are time consumingCustomer is affected by downtime (close of accounting period, 24x7 revenue generating applications or capability)Ramping infrastructure to demand requires many changes and causes downtime of service which leads to loss of revenue

RecommendationsL d t b Cl t i bilit

How to find opportunities?Existing database EE customersCustomers who run mission critical applications and are facing downtime and/or performance issuesLeverage database Clustering capability

Leverage active data guard with golden gate replication for scalable and highly available data across platforms.Deploy effective management tools (EM management packs for database specifically config mgmt to get a good handle on your environment

facing downtime and/or performance issues Customers planning consolidation strategies for theiddatabases

Relevant Database ComponentsExadata, RAC, Partitioning, Golden Gate, Active Dataguard,

RAT, Total Recall ,Enterprise Manager

Associated NATO Campaign: Database Essentials or ExadataGCM Code: NA_NATO Database_Essentials_FY11_Follow Up or with exadata NA_NATO Exadata_KingofExtreme_FY11_Follow Up

Customer Successes : Verizon, Credit Swiss

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Fidelity National Finance Cost Savings using Oracle MAA best practices

1. eDoc system on DB2 :stores mortgage title metadata & over 50 million PDF/ XML with average document size of 1.1 Mb

2. The external marketplace and internal FNF operations required electronic availability of data and documents created and stored in the production systemsand documents created and stored in the production systems

3. Set up a DR site to have a failover system from Chicago to Little Rock

Before•Old/offline backup every weekend in DB2•Average server utilization was 15%•Backing 50 million PDF files with 12Tb size was a nightmare•No functional recovery and backup

MAA Architecture•70% server utilization achieved•Implemented 3 node RAC cluster •80 % compression of backup set achieved using RMAN•Able to run 40 wild searches onNo functional recovery and backup

capability•Maximum number of eDoc wild searches was never more than 4 users with 90 % CPU usage•No cluster failover solution to provide availability of eDoc

Able to run 40 wild searches on eDoc with CPU usage of less than 60% over 3 nodes•Sub seconds switchover & failover achieved •4hs RTP and 2hrs RPO realized using ADG

Storage Optimization and

ILM

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Storage Optimization / ILM Tear SheetKey Message: Cut storage costs 50%, improve compliance

What to look for:• Large storage footprint (100’s TBs)

• Customers with > 1 PB get huge savings

Strategies:• Low hanging fruit: Advanced Compression

• Longer tern: ILM with tiered storage strategyPB get huge savings

• Large storage growth• Compliance risks

Associated with:

• IT cost control initiatives• Rationalizing storage

Benefits:• Short-term/Mid-term: 50+% cut in storage requirements &costs from

tiered storage strategy leveraging Partitioning

Rationalizing storage costs• Compliance push re: document retention

Advanced Compression• Long-term: another 25+% thru ILM

SELL: Advanced Compression, Partitioning, Active Data Guard

Storage Optimization/ILMCut storage costs 50%, improve compliance

ObservationsCompanies with large storage footprints—particularly those

Play Type Business Value Difficulty Quick Win

Best Practice High Medium Medium to High

Expected Benefits50% reduction in storage costs yielded to customers in

th h t t di t th h th i l t ti fwith greater than 1PB will see immediate, quantifiable business value enabling them to construct a straightforward business case.

Customers who are required to maintain large sets of archived business record data are also highly attuned to the benefits that Oracle’s storage optimization and information lifecycle management solutions offer.

Customers with significant ‘records retention’ requirements typically need a comprehensive solution

RecommendationsU t l lik C i Ad i t ti t l f

How to find opportunities?Companies with large customer record storage/retention requirements

the short- to medium-term through the implementation of Advanced Compression.

Server consolidation is an associated possible play and business benefit for the customer

Longer term ILM strategy with Partitioning can yield storage savings upwards of 90%

g g p p j

Use tools like Compression Advisor to estimate scale of storage savings possible by using Advanced Compression

Emphasize the importance of building a detailed business case to show significant economies that can be achieved.

Go with Compression 1st but show the long term value of tiered storage/ILM with Partitioning as a 2nd phase project

Companies with significant online presenceLarge storage footprints

Relevant DB Pillar ComponentsAdvanced Compression, Partitioning, Active Data Guard

Associated NATO Campaign: Database EssentialsGCM Code: NA_NATO Database_Essentials_FY11_Follow Up

Customer Successes : Nasdaq

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Case Study NASDAQ:Storage Compression & ILM

• Real-time Data Warehouse, stores all NASDAQ’s Approved Corporate Data and Market Data

• Provides real-time ad hoc query and standard reporting to executives, business and economic research analysts, market regulation analysts, marketing managers, and other end users

• Consolidated 11 storage systems• Compressed 40 TB of data into 15 TB of disk• Saving “millions of dollars” in storage costs and eliminating the

need to buy additional hardwarey• Implemented Information Lifecycle Management with Oracle

– Keeping recent data fresh and up-to-date with better performance

– Move aged-out data to less expensive storage

Enterprise Management Configuration ManagementManagement

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Solutions For All Your Needs Key Users

Configuration ManagementMeeting Your Operational Needs

Database AdministratorsDiscovery and Asset TrackingSimplify Management

System AdministratorsManage Baseline ConfigurationsConfiguration Policies

Application AdministratorsApplications Deployment

Manage Application Life CycleConfiguration Provisioning

Extensibility for Custom Applications

Improve Service

Compliance ManagerInformation Security

Real-time Change DetectionFiles, DB Objects, Users, ProcessesAuthorized & Unauthorized Changes

Enforce Compliance

Configuration Management Tear SheetKey Message: Reduce IT Operations cost by 35%, automate compliance

What to look for:• IT cost management & cost control

• Standardization efforts• Compliance reporting

Strategies:• Drive IT Automation• Improve IT productivity• Establish ‘gold master’ configuration templatesCompliance reporting

• Provisioning and patch automation projects

Associated with:

• Implementation of process frameworks e g ITIL COBIT

Benefits:• 35% improvement in Admin productivity• Transition staff from

configuration templates• Promote executive compliance dashboard

e.g., ITIL COBIT• Compliance efforts (SOX, PCI etc.)• Vendor reduction initiatives

routine operations to high value add tasks• Automate compliance reporting

SELL: Enterprise Manager, Configuration Life Cycle Management

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Configuration ManagementReduce IT Operations cost by 35%, automate compliance

ObservationsCompanies with commitment to IT process control efforts

Play Type Business Value Difficulty Quick Win

Best Practice High Medium Medium

Expected Benefits35% improvement in admin productivity through the

(e.g., ITIL) who are seeking to impose structure and method to IT operations

Companies with significant provisioning and patch delivery challenges

Significant IT budget and headcount pressures on customers who are forced to expand their scope without increasing staff

Compliance requirements for Sarbanes-Oxley, PCI and others are forcing customers to look for automation solutions

Recommendations

How to find opportunities?Customers already committed to EM but only possessing Diag & Tuning. Upsell to config management

automation of daily manual, operational tasks of troubleshooting and deployment.

Eliminate ‘configuration drift’ thereby reducing downtime and system performance problems through improved adherence to company standards for deployment and configuration

Reduce compliance and security risks

Highlight discovery capabilities within EM’s Config Management solution –first you must “know what you have” Leverage Config Management’s ability to find configuration differences between assets or against gold masters and link these to remediationShow off Compliance Dashboard for management reporting

Large scale DB and Apps Server deploymentsSignificant Cloud intitiatives

Relevant DB Pillar ComponentsOracle Enterprise Manager, Configuration Lifecycle

Management solution,(Config, Change and Provisioning)

Associated NATO Campaign: Configuration LifeCycle ManagementGCM Code: NA_NATO Field Enterprise Mgmt 11g_FY11_Follow Up

Customer Successes : Bayer, Cummins, Staples

Configuration Management Business Case

Benefits• 35% productivity improvement

(analysis based on 25 DBA’s)(analysis based on 25 DBAs)• Automation of routine

configuration management, patching & compliance reporting activities allows shift in DBA focus on higher value activities

• Automated compliance reporting reduces potential for human error in process; an increasing area ofin process; an increasing area of focusProductivity Improvement for 25

DBA’s Valued at $2.6M over 3 years

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Data Warehousing

What is . . . Data Warehousing

• The databases and systems built to manage and analyze an organizations largest and most

Exadata: Best For Data Warehouse

g gvaluable data sets

• Typical data warehouses are– High-touch systems– With complex processing

requirements– And rigid data aggregations

OLAP

ETL

supporting pre-defined queries

• Oracle’s best practice for data warehousing is Exadata Data Mining

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Data Warehousing Tear SheetKey Message: Drive revenue growth from real-time DW

What to look for:• Performance issues: ETL & query cycles up to 24 hours

• “Forklift” upgrades of DW

Strategies:

• Simplify DW operations• Drive revenue growth thru actionable DW info

Appliances• Query process: constrained, lengthy dev/QA process for new ones

Associated with:

Key Initiatives• Improving strategic value of business

Benefits:• 40-50% reduction in TCO• 80% improvements in query response times

• Increase $$ yield from each customer thru immediate insight into buying trends

value of business information• SLA improvements

• Inventory reduction• Improved inventory turns• Improved effectiveness of promotions

SELL: Exadata, OLAP, Data Mining, Other DB Essentials

Data WarehousingDrive revenue growth from real-time DW

Expected BenefitsTotal Cost of Ownership reduction – 40-50%Si ifi t i t i ti 80%

ObservationsMany customers experience lengthy cycles for data loading and queries that exceed 24 hours thus constraining the business’

Play Type Business Value Difficulty Quick Win

Best Practice High High Medium

Significant improvement in query response times – 80%Inventory reduction in hardware required to support business requirements Improved inventory turnsImproved business processes that allow for quicker analysis of customer data

queries that exceed 24 hours thus constraining the business ability to make timely decisions regarding inventory, sales promotions etc.Customers often feel that current queries are inadequate to meet evolving business needs but the process for developing new queries is lengthy and complex.Frustration exists because customers have large amounts of critical data but can’t easily produce actionable insights that will drive revenue increases for their companies

RecommendationsPosition Exadata as complete, engineered solution for data warehouses U t l lik 551 (5 t bl 5 i 1 TB f d t ) d

How to find opportunities?Customers struggling with visibility and analysis of the data that they haveData Warehouse environments running Oracle DB on non Sun hardware leverage ExadataUse tools like 551s (5 tables, 5 queries, 1 TB of data) and

Reverse POVs thru solution centers to quantify dramatic performance and business benefits achievable with DW running on Exadata.Employ Compression Advisor to demonstrate storage cost and likely performance increases that they can expect

non-Sun hardware – leverage Exadata

Relevant Database ComponentsExadata, RAC, OLAP, Data Mining

Associated NATO Campaign: Database Essentials and ExadataGCM Code: NA_NATO Database_Essentials_FY11_Follow Up or with Exadata NA_NATO Exadata_KingofExtreme_FY11_Follow Up

Customer Successes : SK Telecom

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Data Warehousing Business Case

Benefits• Simplified architecture requires

fewer moving parts$2,000,000

$2,500,000

3-Year TCO Comparison

fewer moving parts• Improved query performance

(hours instead of days or weeks) provides LOB new business insights. New capabilities enable:

• Inventory reduction• Additional inventory turn during

periods of peak demand• Campaign to drive 5% top-line

$0

$500,000

$1,000,000

$1,500,000

DW Exadata

Platform Development O&M

p g % prevenue increase

• Elimination of data aggregations frees development staff for other priorities

Exadata is projected to reduce TCO by $750K over 3 years while

driving valuable business benefits

SK Telecom Builds Database Infrastructure That Analyzes up to 1.2 Billion Transactions

CUSTOMER PERSPECTIVE“Oracle Database Machine allowed us to easily deploy data warehouses at a lower

t th ti d t W th

COMPANY OVERVIEW• Largest mobile communications service provider in Korea• Industry: Communications• Employees: 4 411 cost than competing products. We were the

first company in Asia Pacific to use Oracle Exadata in its production environment and we found the solution ideal for large-scale data processing.”Jin Hyung Lee Manager, Data Network Division

• Employees: 4,411 • Revenue: US$8.97 billion

CHALLENGES/OPPORTUNITIES• Continue to provide high levels of service, particularly around

billing enquiries• Support complex billing structures and growth in transaction

volumes following the launch of wireless internet services• Improve billing accuracy and prevent costly errors

SOLUTIONS• Oracle Database• Oracle Exadata Storage Server Software• Oracle Real Application Clusters

RESULTS• Improved data warehouse querying

performance ten-fold• Oracle Partitioning• Oracle Support Services

performance ten fold• Analyzed up to 1.2 billion transactions

a day• Enhanced billing accuracy, which

minimized the number of queries and complaints from customers and increased satisfaction with services

January 2010

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System and Application

Managemetn(SAM)(SAM)

Systems and Application ManagementKey Message: Increase deal size, drive productivity improvement

What to look for:• EBS R12 Upgrades• DB 11g Upgrades, DB 11g features or Exadata opportunities

Strategies:• Drive IT Automation• Improve IT productivity• Reduce Upgrade/Change RiskExadata opportunities

• End-user experience monitoring and centralized application management

Associated with:

• Compliance efforts (SOX, PCI etc.)• Service Availability

Benefits:• 50%-70% improvement in testing productivity• Reduce testing effort by

Upgrade/Change Risk

Service Availability• Increased testing efficiency

up to 80%• Increase quality and improve user experience• Lower IT Costs

SELL: App Mgmt Suites, Real Application Test, Data Masking

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Systems and Application ManagementIncrease deal size, drive productivity improvement

Expected BenefitsReduce risk, improved quality, lower IT costs

ObservationsCustomer with no or minimal automation testing for applications and/or database changes

Play Type Business Value Difficulty Quick Win

Best Practice High Medium High

Expanded test coverage with less resourcesAutomated testing processSecure production data – meet security and compliance requirements

applications and/or database changesCompliance issues with use of production data when testing upgrades or new featuresNo visibility into end-user visibility – what performance are end-users experiencing with your applicationService levels are not being met Root cause analysis of performance and downtime problems are time consuming

RecommendationsLeverage automated testing for application performance

How to find opportunities?Customers upgrading to DB EE 11g or ExadataCustomers implementing new DB featuresCustomers who are planning Oracle Application upgrades (key initiative: EBS R12 upgrades)

Verify functional and performance issues in test – before they make it to productionCentralize management of your Oracle Applications (EBS, Siebel, PeopleSoft, JD Edwards)

(key initiative: EBS R12 upgrades)

Relevant Database ComponentsExadata, RAC, Advanced Compression, Partitioning,

Enterprise Manager

Associated NATO Campaign: Database Essentials or Exadata, EM Apps-to-Disk

GCM Code: NA_NATO Field SAM_FY11_Follow Up or with EM NA_NATO Field Enterprise Mgmt 11g_FY11_Follow Up

Customer Successes : Paychex, American Superconductor

Questions?