oracle database appliance sales jarosław skibiński...

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Oracle Database ApplianceSales Jarosław Skibiński [email protected]

Agenda

• Oracle Engineered Systems• Introducing the Oracle Database Appliance• What is the target market• Competitive Positioning• Sales Plays• Upsell opportunities• Resell requirements and process

Transforming The Technology Stack

Investing in

Best of Breed

End-to-end

Engineering

Co-Engineered with Enterprise Software

Engineered Systems

HW/SW Engineeredto Work Together

Compute, Storage, NetworkBuilding Blocks

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• Open and standards-based• Optimized, integrated and extensible• Better performance, reliability, security• Shorter deployment times• Easier to manage and upgrade• Lower cost of ownership• Reduced change management risk• Integrated support

Engineering Level Optimization Matters

Management Tools EMC/NetApp

Management Tools

Brocade

Management Tools HP

Management Tools VMware

Management Tools Red Hat Enterprise Linux

Management Tools Oracle

Custom Integrated

Lower Cost / Greater Capabilities / Accelerated Deployment

Applications

Middleware / Database

OS / Virtualization

Server

Storage Network

Storage

Oracle's Engineered Stack

Management Tools

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General Purpose

SPARCSuperCluster

Purpose Built

Database Appliance Exalytics

Big DataExalogicExadata

Engineered Systems & Appliances• Cloud Built In

Agenda


Oracle Database Appliance

Simple, Reliable, Affordable

Growing Business Critical Services and DataHigh Availability solutions desirable, but not easily deployed

Complex andCostly

Specific Skills Required

High Risk of Failure

Oracle Database Appliance Best Machine for …

• Reducing Complexity• Reducing Cost• Reducing Risk

Extreme Simplicity

Ready-

to-Run

The Power of Oracle’s Database engineered for Extreme Simplicity

Value PropositionExtreme Simplicity

• Easy to Implement– One box: server, storage, networking– One button installation of software– High availability out of the box

• Easy to manage & maintain– One button patching– Self-managing storage– Auto-detects and auto-corrects

• Easy to diagnose and support– Automated Service Request filing (phone home)

Perfo

rman

ce

Capacity

HIG

HE

R

HIGHER

Value PropositionPay As You Grow for Oracle DB EE – Only available on ODA

Small – 4 Cores

4 Cores Active

DB License $95KHardware $50K

Medium – 8 Cores

ACTIVATE 4 Additional Cores

Total DB License $ 190K

No Additional Hardware or Services Required

High – 12 Cores

ACTIVATE 4 Additional Cores

Total DB License$285K

No Additional Hardware or Services Required

Installation & Setup

Automated License Expansion

Pay as you grow – The detail

• Appliance ships with all 24 CPU cores enabled• Up to 22 ( 20 for RAC ) cores can be disabled– Generate & download key from My Oracle Support– Request logged against specific device

• Customers need to make sure they have the necessary licences– Can re-use existing or use ULA.

• After initial use, cores can be switched on, but not off– Generate & download key from My Oracle Support as above

• Customers need to have extra licences– Can buy through normal channels ( upsell opportunity )– Enabling cores does NOT generate or invoice licences

Complete and Integrated

• 1 box contains everything you need for a HA Database Cluster– 2 High performance Servers– 12TB Disk– Internal Interconnect– External network connections– Operating System– Oracle Database Enterprise Edition– High Availability software– Software kit for Installation, patching and management

3D demo

• http://oracle.com.edgesuite.net/producttours/3d/x4370-m2/

Appliance Hardware: Cluster in a Box

FRONT VIEW

REAR VIEW

• 4-RU ChassisShared Disk– 24 SAS dual ported disk slots– 20 x 600GB

– 12TB RAW, 4 TB usable– 4 x 73GB SSD (Flash Disks) for redo logs

2 Server Nodes – 2 Socket x86 per server– 6 Cores per Socket, 12 cores per server– 96 GB of Memory per server– 2-12 cores per server enabled on demand

Networking– Redundant 1Gb internal private network– 2x 10Gb public network per server– 6x 1Gb public network per server

RAS features– Redundant power and cooling– Hot-serviceable components– Triple-mirrored storage

Software: Full Oracle Stack

• Oracle Linux

• Oracle Database Enterprise Edition ( 11.2.0.2 ) with RAC or RAC One Node

• Oracle Grid Infrastructure 11g Release 2 (11.2.0.2)– Oracle Clusterware

– Oracle Automatic Storage Management

• Oracle Enterprise Manager Database Control

• Oracle Automatic Service Requests (Phone home)

• Oracle Appliance Manager: One Button Automation for Provisioning, Patching, Diagnostics, and Storage Management

19 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal

Customer Site

Factory

Build System Image Firmware

Install OS

Connect System to Network & Power ON

Download SW from MOS

Provide Basic info to Configurator

Deploy Grid, DB with best Practices

Initiate HealthCheck

Fully Configured Database

Deployment Overview

One support and maintenance contract

• ASR – “phone home”– Automatic logging of hardware faults– Triggers dispatch of replacement parts

• Oracle Premier Support covers…– Servers & Storage– OS– Database, RAC & Clusterware– Appliance Management Kit

• Single patch kits issued quarterly– Covering OS, HW Firmware, DB & RAC, Appliance Kit

Agenda


What is the Target Market?

IDC 2011

2010 Database Market Share

Organizations running the Oracle Database

– Broad market, mid-market emphasis

– Comfortable with Linux

Distributed organizations – Retail, medical, banking, government

– Departmental installations

Competitive or highly-regulated industries

MySQL, SQL Server, DB2 users.

– Leads to Training, Data migration, OS migration opportunities.

Primary Qualifying Question(s)

Do you currently use the Oracle Database?

or

Do you have any Oracle DBAs on staff?



or


Yes

Planning new database, application deployments or DB upgrades?

Age of servers? Brand? OS?

Issues with performance?

Need for high availability?

Cost to manage?



or


Yes No

Planning new database, application deployments or DB upgrades?

Age of servers? Brand? OS?

Issues with performance?

Need for high availability?

Cost to manage?

What database?

Microsoft shop?

Familiar with Oracle Database?

Perceptions or past issues?

Have any Oracle applications?

HW & SW resellers collaboration

• ODA is a hardware AND software sale• Hardware resellers with no Oracle software

background should collaborate with software resellers– and vice-versa

+

Agenda


Oracle Database ApplianceCompetitive positioning

• How do I position the Oracle Database Appliance against the competition?– Deployment platform competitors– Database “appliance” competitors

Deployment Platform CompetitorsOracle Database

• HP• Dell• IBM

With these competitors…Customer (or partner) must integrate, setup, and installCustomer must be aware of firmware and compatibility issuesCustomer must manage patches across the entire stackCustomer must work with multiple vendors to resolve issuesCustomer must pay Oracle Database license for the entire server(s)

What is an Appliance?

• Definition: – An instrument or device designed for a particular use or function

Dual-node, fully redundant, pre-integrated

Oracle Appliance Manager

Large memory, 12TB storage

•Easy to implement

•Easy to manage

•Pay as you grow flexibility

•Single vendor – full stack certified

•All appliances identical

=


=


=

=

Select, Procure & Integrate

Oracle Database ApplianceCOMPETITION

1. Plug the Power

2. Plug the Network

3. Press One Button Install

2 x SERVERS

STORAGE

2 x SWITCHES

CABLES

DB SW

RAC

OS

SET UP

1. Unpack

2. Connect*

3. Install SW **

4. Configure***

5. Optimize / Tune ****

* Connect multiple cables for HA

** Right SW on right components

***Set the right pameters and config files

*** OS Parameters Cluster Parameters HLES, SGA, Storage

Competitive Attack PointsHow will HP/Dell/IBM respond?

• Commodity x86 + VMware + RHEL• Cannot licence by core

• Use Oracle VM and Oracle Linux• Oracle VM (x86) is recognized as a hard partition for licensing• All other issues remain, such as easy of implementation,

management, and single vendor support• Customer must be willing to adopt OVM, which adds additional

complexity to the sales cycle

• Cloud or managed service offering• Partner can offer the same• Cost of operations will be much lower = higher margins

• Reduce price• Standard practice for x86/commodity hardware

Oracle Database Appliance vs. HP/DellSmall HA System (Pay-As-You-Grow)

HP Dell Oracle Unbreakable Database Appliance

System Configuration

2 x DL380 G7 & P2000 storage(6X6 cores)

2 x R710, MD3200 & MD1200 storage(6X6 cores)

Oracle Appliance(24 cores total, 2X2 cores active)

HW Price ~$40K ~$40K $50K

DB EE + RAC License

$423K $423K $141K

Total Cost $473K $473K $191K

HP DELL ORACLE


HP Dell Oracle Unbreakable Database Appliance

System Configuration

2 x DL380 G7 & P2000 storage(6X6 cores)

2 x R710, MD3200 & MD1200 storage(6X6 cores)

Oracle Appliance(24 cores total, 2X2 cores active)

HW Price ~$40K ~$40K $50K

DB EE + RAC License

$423K $423K $141K

Total Cost $473K $473K $191K

HP DELL ORACLE

• Simplified install, maintenance, support

• 12 TB storage• Single vendor/certified• Move to HA anytime

Licensed Cores

DL 380 G7 R710 Oracle Appliance

Savings

SMALL (2X2 Cores)

$473K $473K $191K $282K

MEDIUM (4X4 Cores)

$473K $473K $332K $141K

LARGE (8X8 Cores)

$896K $896K $614K $282K

HP DELL ORACLE

*HP/Dell HW Costs ~50K. Includes 2 x Server and storage arrays. Servers are 6-core/CPU systems.


Traditional EnvironmentTime to Production ~8 Weeks

• Defining the required components – One Week– (server, storage, OS, networking, DB, HA software, management tools,

support levels)

• Quotation Process with 5+ vendors – One Week – (Acquisition cost, licensing, support, implementation support)

• Delivery; Wait for the weakest link – Three Weeks– (server, storage, OS, networking, DB, HA software, management tools)

• Installing the full solution – Two Days– (design, physical layout, installation)

• Testing the running solution – Two/ Three Weeks– (Testing, regression testing, technical testing)

ODA BenefitsTime to Production ~2 Weeks

• Defining the required components – One Hour– (Single part number; Engineered solution)

• Negotiating pricing with 1 vendor – Three Days– (Single part number for HW, standard SW licenses)

• Delivery – One/ Two Weeks– (Single Delivery, only one item)

• Installing the full solution – Two Hours– (Run Installation Wizard)

• Testing the running solution – Two Days– (Fully tested, tuned and certified solution)

4X Faster To Production

Traditional EnvironmentMaintenance & Management ~ Four Weeks per Year

• Patching – One Day per Quarter– One or more patches per vendor per quarter

– Installing & Testing against entire stack

– Server, storage, OS, networking, DB, HA software, management tools

• Environment Management – Three Weeks per Year– 2 Days per week for first month

– 1 Day each following month

• Incident Management – One Week per Year– Accidents resulting from patching incompatibilities

– Incidents resulting from not setting all parameters optimally

• Risk & Compliance – ??– Is the full stack supported

– Is the full stack vendor(s) compliant?

– Are all components licensed properly?

ODA Benefits Maintenance & Management ~ 2 Days per Year

• Patching – One Hour per Quarter– Single Quarterly Patch

– Pre-tested in identical environment

• Environment Management – 1.5 Days per Year– 0.5 Days for first month

– 0.1 Day each following month

• Incident Management – Virtually zero– Fully tested patches

– Automated install for optimum performance

• Risk & Compliance – Virtually zero– Fully supported

– Fully vendor compliant

– Extremely clear licensing

10X Less

Overhead

ODA Benefits Three Year Cost Savings on Installation & Management

Traditional ODA

• Project Definition 2,000 USD 400 USD• Acquisition 2,000 USD 1,200 USD• Installation 1,600 USD 100 USD• Testing 6,000 USD 400 USD• Patching 4,800 USD 600 USD• Monitoring 6,000 USD 1,800 USD• Maintenance 4,800 USD 100 USD• Administration 4,000 USD 200 USD• Total 31,200 USD 4,800 USD

• HP Enterprise Database Consolidation Appliance

– ½ and full rack, pre-integrated hardware and software

– Standard off-the-shelf components

– Value proposition: Reduce implementation time

• Exadata competitors

– E.g. Greenplum, Teradata

Database Appliance CompetitorsCompetitive Database and Hardware

PE

RF

OR

MA

NC

E

CAPACITY

HIG

HE

R

HIGHER

Oracle Database Systems Family

Exadata Quarter Rack

24 Database Cores

3 Exadata Storage Servers

72 TB Storage

1.1 TB Smart Flash Cache

Smart Scan

Hybrid Columnar Compression

Fully ExpandableOracle DB Appliance

4 core

Oracle DB Appliance 24 core

Engineered for Performance

Engineered for Simplicity

Oracle DB Appliance4 to 24 Cores

Cores can be disabled

12 TB Storage

292 GB Flash for Redo Logs

One Command Deployment, Patching, and Support

• No direct competitors (ie, mid-market appliance)

• “Platform” competitors, such as HP, Dell, IBM should be positioned for general purpose, non-database workloads

• Other “Appliances” compete against Exadata

Summary

Agenda


Sales Play #1 Simple, Pay As You Grow Database System

• Target: Oracle Database installed base• Use cases:– HW refresh of competitive systems

• How to win:– Sub-capacity licensing provides lowest cost entry point for

Oracle Database, easy mapping to budgets and budget cycles– Opportunity for RAC/RAC One Node

upgrades

• Partner services:– Upgrade, data migration, consolidation

Sales Play #2: Simple High Availability Database

• Target: Oracle Database installed base• Use cases:– Databases that should be HA, but aren’t– Databases with 3rd party cluster solutions– Align with upgrade or HW refresh cycles

• How to win:– Ease of deployment, maintenance, support– Lowest cost entry-level HA Oracle Database

• Partner services:– Architecture/blueprint/strategy, upgrades, migrations, HW

refresh/consolidation

Sales Play #3: New Application Deployments

• Target:– New mid-market accounts– Oracle friendly ISVs– Oracle Database installed base

• Use cases:– Mid-market or vertical focused

apps (with high cost of downtime)– New deployments or refresh

• How to win:– Ease of deployment, maintenance,

support– Lowest initial acquisition cost

• Partner services:– Architecture/blueprint/strategy

Oracle RAC database

ISV Application

Sales Play #4: Database Consolidation

• Target: – Oracle Database installed base

• Use cases:– Customers running many underutilized departmental

databases– Customers who are suffering from “VM sprawl”– Consolidation of Tier 2 (and below) databases

• How to win:– Ease of deployment, maintenance, support – Lowest initial acquisition cost

• Partner services:– Consolidation

Sales Play SummaryDatabase Consolidation

• Simple, pay-as-you-grow database– Low entry point

• Easy to deploy High Availability– No HA experience necessary

• New application deployments– Leverage Oracle-friendly ISVs

• Database consolidation– Ease of deployment & support

Objection Handling #1

• “I use Enterprise Edition, but I don’t need to upgrade to RAC.”

– In an increasingly networked and mobile world, virtually all data is becoming critical to daily business operations. When your database is down, you face lost productivity, lost revenue and loss of customer confidence.

– The Oracle Database Appliance delivers the entire value set of Oracle Enterprise Edition while providing appliance-like ease of deployment, patching, diagnostics, support, and storage management -eliminating the time, risk and costs normally associated with building a high-availability solution.

Objection handling #2

• “I don’t like to buy “bundles”…I want to buy the best components necessary.”

– The Oracle Database Appliance is an engineered solution, using the very best of breed of products, AND it comes fully integrated so you don’t need to spend the time and money on alternative approaches, or assume the risk of not designing it correctly.

– The exclusive Oracle Appliance Manager software provides unprecedented ease of implementation and management for the Oracle Database Appliance.


• “We’ve already invested in HP/Dell servers and can’t afford to migrate to Oracle x86.”

– Total cost of ownership is always a key consideration for any solution. That’s why the Oracle Database Appliance is such a great solution for you. You can reduce your annual OpEx by as much as $70K a year over similar solutions from HP and Dell, while benefitting from superior ease of management and single-vendor support.


• “I currently use Oracle Database Standard Edition, so why do I need ODA?”

– Downtime for virtually any application results in lost productivity for high value corporate resources. ODA includes one-button install and stack management so it is easy to use with only basic skill sets.

– It also features self-managing storage, automatic alerts on performance and availability events with auto-correct failures and automated service request ticketing which provides significant added value for a relatively small incremental investment.

OPN Marketing resources

• http://www.oracle.com/partners/secure/marketing/marketing-and-event-kits/oracle-database-appliance-497361.html• Contains collateral for demand generation activities– eBlast templates– Images and copy blocks– Telemarketing scripts– Presentation, quick reference card & datasheet– Sales Kit

Agenda


Oracle Database ApplianceHow do I increase the average deal size?

• Add Oracle Database– Partners can sell licence upgrades

• Add support services (HW 12%, SW 22%)• Add Database options• Disaster recovery, replication,

backup• Services & solutions– Consolidation– Upgrades & data migration

• Oracle Financing

1. Oracle Premier Support

Service and Support

Quickly diagnose and resolve issues

Expert technical support

Rapid-response field service

Lifetime Support

Tools and Resources

Get the most of your Oracle products with proactive services

Oracle knowledgebase

Product health checks

My Oracle Support Community

Product Innovation

Keep pace with change and capitalize on new

opportunities

Updates

New releases

Tools to assist with patching and upgrades

2. Database Options

• RAC/RAC One Node• Advanced Compression– Full compression capabilities to reduce storage and improve

performance– Compress and dedupe unstructured data

• Partitioning– Improve performance by segmenting tables/indexes– Highly recommended for large databases (over 400-500GB)

• Advanced Security– Encryption of data, backups, and network

• Total Recall• Active Data Guard• Management Packs*– Diagnostic and Tuning Packs

* Use caution

3. Disaster Recovery & Backup Infrastructure

• Additional Database Appliance with Data Guard or GoldenGate

– Standby database

• Oracle Secure Backup with Oracle Tape Storage

– Backup and encrypt to tape

• Use supported third-party backup agents

– NetBackup

– Tivoli

– Commvault

4. Partner Services & Solutions

• Database Consolidation

• Database Upgrades

• Database Migration

• Oracle Business Intelligence/EPM

• Add-on Oracle software

– Oracle GoldenGate

– Oracle SOA Suite

– Oracle Data Integrator

Flexible payment schedules that map to timing and deployment

Linked to pay-as-you-grow upgrade program

Easy Upgrade Program

1) Propose

2) Accept

3) Approve

Rapid 1-2-3 Credit Approval Process

5. Oracle financing & database appliance

IN SOFTWARE FINANCING

Upsell opportunities summary

• Support• Database options• Backup and DR• Add on services and consultancy• Finance

Agenda


1

Resell Requirements

• OPN member at Gold+ in good standing• Acceptance into Oracle Database Appliance Knowledge

Zone• Valid FUDA– Current FUDA (includes Hardware terms)– Early FUDA + Hardware Addendum

• NO competency or specialization requirements

Ordering and Availability

• Price book listed September 13th– Single SKU (Cat U)• ATO configuration• Only option is the Power Cord

– All software ordered through software price list separately• Suggested configurations available via OPN portal and configuration

information on Oracle Database Appliance

• Immediate availability with standard lead times• Eligible for OPN Registration & Strategic Product Incentive– If DB Appliance sold with or without software partner may earn• 3% if broad market & OMM registered + 5% Strategic Product

– If Software only sold partner may earn • only the 3% if broad market & OMM registered

Order process 24-72 hours

Delivery 8-10 days

Oracle Database Appliance – ordering process

Oracle Database Appliance - Summary

• Appliance model– Reduces Complexity– Reduces Cost– Reduces Risk

• Pay as you grow model– Only on ODA– Reduces up-front costs

• Upsell opportunites– Premier Support– DB Options– Services

Call to Action

• Join the ODA Knowledge Zone• http://www.oracle.com/partners/en/knowledge-zone/server-storage/database-

appliance-494792.html

– Apply for resale rights• Validate your FUDA

– Current FUDA (includes Hardware terms)– Early FUDA + Hardware Addendum

• Train your team– Watch Pre-sales, Sales and/or Implementation training available

on ODA Knowledge Zone• http://www.oracle.com/partners/en/knowledge-zone/server-storage/database-

appliance-494792.html

• Develop Demand Generation Plan– Download marketing kit from OPN Marketing portal

• http://www.oracle.com/partners/secure/marketing/marketing-and-event-kits/oracle-database-appliance-497361.html

– Join local VAD demand generation campaigns

• Register Your Deals - Earn rebate $

ODA - sales points summary

A fully integrated database appliance in a single box

Simple one-click installation, patching and diagnostics

High availability for a wide range of application databases

Reduced planned and unplanned downtime Consolidation of databases onto a common

platform Pay-as-you-grow licensing

ODA – more valid points

Minimizing risk ready, tested, build comparing to all the risks of the customer self-developed solution

Time to market in both aspects: Ask one vendor instead of a multiple ones One point of delivery which is easy to manage and foresee

Engineered and pre-integrated by Oracle: Who knows all the tricks&tips better then we do How to properly create a RAC environment?

One point of contact if sth goes wrong* Call home function No place for an old play HW points to SW, and the opposite

Now well deserved lunch time!

Thank you for attention and not falling asleep!

oracle database appliance sales jarosław skibiński...

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