<Insert Picture Here> Oracle Database Appliance Sales Jarosław Skibiński -jarek. skibinski@oracle. com
Agenda • • Oracle Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
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 Compute, Storage, Network Building Blocks Co-Engineered with Enterprise Software Investing in End-to-end Best of Breed Engineering Engineered Systems HW/SW Engineered to Work Together
• the outline text format Optimized, integrated and extensible • Better performance, reliability, security • Shorter deployment times • • • Open and Click to edit standards-based Second Outline Level Easier to manage and upgrade Lower cost of ownership Third Outline Reduced change management risk Level Integrated support Fourth Outline Level Fifth Outline Level
Engineering Level Optimization Matters Custom Integrated Management Tools Oracle Management Tools Red Hat Enterprise Linux Management Tools VMware Oracle's Engineered Stack Management Tools Applications Middleware / Database OS / Virtualization Server Management Tools HP Management Tools Brocade Management Tools EMC/Net. App Storage Network Storage Lower Cost / Greater Capabilities / Accelerated Deployment
Engineered Systems & Appliances • Cloud Built In Purpose Built General the Click to edit. Purpose outline text format Exadata Exalogic Database Appliance Big Data Exalytics Second Outline Level Third Outline SPARC Level Super. Cluster Fourth Outline Level Fifth Outline Level
Agenda • • Oracle Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
Oracle Database Appliance Simple, Reliable, Affordable
Growing Business Critical Services and Data High Availability solutions desirable, but not easily deployed Complex and Costly Specific Skills Required High Risk of Failure
Oracle Database Appliance Best Machine for … • • Readyto-Run Extreme Simplicity • Reducing Complexity Reducing Cost Reducing Risk The Power of Oracle’s Database engineered for Extreme Simplicity
Value Proposition Extreme Simplicity • Easy to Implement – – – • Easy to manage & maintain – – – • One box: server, storage, networking One button installation of software High availability out of the box One button patching Self-managing storage Auto-detects and auto-corrects Easy to diagnose and support – Automated Service Request filing (phone home)
Value Proposition Pay As You Grow for Oracle DB EE – Only available on ODA HIGHER High – 12 Cores Medium – 8 Cores Small – 4 Cores Active Performance DB License $95 K Hardware $50 K ACTIVATE 4 Additional Cores Total DB License $285 K Total DB License $ 190 K No Additional Hardware or Services Required Automated License Expansion Installation & Setup Capacity H I G H E R
Pay as you grow – The detail • • Appliance ships with all 24 CPU cores enabled Up to 22 ( 20 for RAC ) cores can be disabled – – • 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 Request logged against specific device 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 12 TB Disk Internal Interconnect External network connections Operating System Oracle Database Enterprise Edition High Availability software Software kit for Installation, patching and management
3 D demo • http: //oracle. com. edgesuite. net/producttours/3 d/x 4370 -m 2/
Appliance Hardware: Cluster in a Box • 4 -RU Chassis Shared Disk – – – FRONT VIEW 2 Server Nodes – – 24 SAS dual ported disk slots 20 x 600 GB – 12 TB RAW, 4 TB usable 4 x 73 GB SSD (Flash Disks) for redo logs 2 Socket x 86 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 1 Gb internal private network – 2 x 10 Gb public network per server – 6 x 1 Gb public network per server REAR VIEW 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 11 g 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
Deployment Overview Factory Build System Image Firmware Install OS Customer Site Connect System to Network & Power ON Deploy Grid, DB with best Practices 19 Copyright © 2011, Oracle and/or its affiliates. All rights reserved. Download SW from MOS Provide Basic info to Configurator Initiate Health. Check Fully Configured Database Confidential – Oracle Internal
One support and maintenance contract • ASR – “phone home” – – • Oracle Premier Support covers… – – • Automatic logging of hardware faults Triggers dispatch of replacement parts Servers & Storage OS Database, RAC & Clusterware Appliance Management Kit Single patch kits issued quarterly – Covering OS, HW Firmware, DB & RAC, Appliance Kit
Agenda • • Oracle Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
What is the Target Market? Organizations running the Oracle Database – Broad market, mid-market emphasis – Comfortable with Linux Distributed organizations – Retail, medical, banking, government – 2010 Database Market Share Departmental installations Competitive or highly-regulated industries My. SQL, SQL Server, DB 2 users. – Leads to Training, Data migration, OS migration opportunities. IDC 2011
Primary Qualifying Question(s) Do you currently use the Oracle Database? or Do you have any Oracle DBAs on staff?
Primary Qualifying Question(s) Do you currently use the Oracle Database? or Do you have any Oracle DBAs on staff? Yes Planning new database, application deployments or DB upgrades? Age of servers? Brand? OS? Issues with performance? Need for high availability? Cost to manage?
Primary Qualifying Question(s) Do you currently use the Oracle Database? or Do you have any Oracle DBAs on staff? Yes No Planning new database, application deployments or DB upgrades? What database? Age of servers? Brand? OS? Familiar with Oracle Database? Issues with performance? Perceptions or past issues? Need for high availability? Have any Oracle applications? Cost to manage? Microsoft shop?
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 Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
Oracle Database Appliance Competitive positioning • How do I position the Oracle Database Appliance against the competition? – – Deployment platform competitors Database “appliance” competitors
Deployment Platform Competitors Oracle Database • • • HP Dell IBM With these competitors… üCustomer (or partner) must integrate, setup, and install üCustomer must be aware of firmware and compatibility issues üCustomer must manage patches across the entire stack üCustomer must work with multiple vendors to resolve issues üCustomer 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 Large memory, 12 TB storage Easy to implement • = Easy to manage • Pay as you grow flexibility • Single vendor – full stack certified • Oracle Appliance Manager All appliances identical •
What is an Appliance? =
What is an Appliance? = =
Select, Procure & Integrate COMPETITION 2 x SERVERS Oracle Database Appliance SET UP 1. 2 x SWITCHES CABLES DB SW RAC OS 2. Connect* 3. Install SW ** 4. STORAGE Unpack 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 1. Plug the Power 2. Plug the Network 3. Press One Button Install
Competitive Attack Points How will HP/Dell/IBM respond? • Commodity x 86 + VMware + RHEL • • Use Oracle VM and Oracle Linux • • Oracle VM (x 86) 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 • • • Cannot licence by core Partner can offer the same Cost of operations will be much lower = higher margins Reduce price • Standard practice for x 86/commodity hardware
Oracle Database Appliance vs. HP/Dell Small HA System (Pay-As-You-Grow) DELL HP ORACLE HP Dell Oracle Unbreakable Database Appliance System Configuration 2 x DL 380 G 7 & P 2000 storage (6 X 6 cores) 2 x R 710, MD 3200 & MD 1200 storage (6 X 6 cores) Oracle Appliance (24 cores total, 2 X 2 cores active) HW Price ~$40 K $50 K DB EE + RAC License $423 K $141 K Total Cost $473 K $191 K
Oracle Database Appliance vs. HP/Dell Small HA System (Pay-As-You-Grow) DELL HP HP System Configuration HW Price DB EE + RAC License Total Cost Dell ORACLE Oracle Unbreakable Database Appliance 2 x DL 380 G 7 & 2 x R 710, MD 3200 P 2000 storage Simplified install, & MD 1200 storage (6 X 6 cores) (6 X 6 maintenance, support cores) Oracle Appliance (24 cores total, 2 X 2 cores active) • ~$40 K storage 12 TB $50 K • $423 K vendor/certified $423 K Single • • ~$40 K $141 K Move to HA anytime $473 K $191 K
Oracle Database Appliance vs. HP/Dell Small HA System (Pay-As-You-Grow) HP DELL ORACLE Licensed Cores DL 380 G 7 R 710 Oracle Appliance Savings SMALL (2 X 2 Cores) $473 K $191 K $282 K MEDIUM (4 X 4 Cores) $473 K $332 K $141 K LARGE (8 X 8 Cores) $896 K $614 K $282 K *HP/Dell HW Costs ~50 K. Includes 2 x Server and storage arrays. Servers are 6 -core/CPU systems.
Traditional Environment Time to Production ~8 Weeks • Defining the required components – One Week – • Quotation Process with 5+ vendors – One Week – • (server, storage, OS, networking, DB, HA software, management tools) Installing the full solution – Two Days – • (Acquisition cost, licensing, support, implementation support) Delivery; Wait for the weakest link – Three Weeks – • (server, storage, OS, networking, DB, HA software, management tools, support levels) (design, physical layout, installation) Testing the running solution – Two/ Three Weeks – (Testing, regression testing, technical testing)
ODA Benefits Time to Production ~2 Weeks • Defining the required components – – • (Single part number for HW, standard SW licenses) Two Hours (Run Installation Wizard) Testing the running solution – – One/ Two Weeks (Single Delivery, only one item) Installing the full solution – – • (Single part number; Engineered solution) Delivery – – • One Hour Negotiating pricing with 1 vendor – Three Days – • 4 X Faster To Production (Fully tested, tuned and certified solution) Two Days
Traditional Environment Maintenance & Management ~ Four Weeks per Year • Patching – One Day per Quarter – – – • Environment Management – Three Weeks per Year – – • 2 Days per week for first month 1 Day each following month Incident Management – One Week per Year – – • One or more patches per vendor per quarter Installing & Testing against entire stack Server, storage, OS, networking, DB, HA software, management tools 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 – – • Environment Management – 1. 5 Days per Year – – • 0. 5 Days for first month 0. 1 Day each following month Incident Management – Virtually zero – – • Single Quarterly Patch Pre-tested in identical environment Fully tested patches Automated install for optimum performance Risk & Compliance – Virtually zero – – – Fully supported Fully vendor compliant Extremely clear licensing 10 X 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
Database Appliance Competitors Competitive Database and Hardware • 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
Engineered for Performance Oracle Database Systems Family Engineered for Simplicity HIGHER Oracle DB Appliance 4 to 24 Cores 292 GB Flash for Redo Logs PERFORMANCE 12 TB Storage Exadata Quarter Rack 24 Database Cores One Command Deployment, Patching, and Support 3 Exadata Storage Servers Cores can be disabled Oracle DB Appliance 24 core 72 TB Storage 1. 1 TB Smart Flash Cache Smart Scan Oracle DB Appliance 4 core Hybrid Columnar Compression Fully Expandable HIGHER CAPACITY
Summary • No direct competitors (ie, mid-market appliance) • “Platform” competitors, such as HP, Dell, IBM should be positioned for general purpose, nondatabase workloads • Other “Appliances” compete against Exadata
Agenda • • Oracle Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
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: – – – • How to win: – – • Databases that should be HA, but aren’t Databases with 3 rd party cluster solutions Align with upgrade or HW refresh cycles 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 ISV Application Partner services: • – Architecture/blueprint/strategy Oracle RAC database
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 Summary Database 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 appliancelike 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.
Objection handling #3 • “We’ve already invested in HP/Dell servers and can’t afford to migrate to Oracle x 86. ” – 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 Op. Ex by as much as $70 K a year over similar solutions from HP and Dell, while benefitting from superior ease of management and single-vendor support.
Objection handling #4 • “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/m arketing-and-event-kits/oracle-database-appliance 497361. html Contains collateral for demand generation activities – – – e. Blast templates Images and copy blocks Telemarketing scripts Presentation, quick reference card & datasheet Sales Kit
Agenda • • Oracle Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
Oracle Database Appliance How do I increase the average deal size? • Add Oracle Database – • • Add support services (HW 12%, SW 22%) Add Database options Disaster recovery, replication, backup Services & solutions – – • Partners can sell licence upgrades Consolidation Upgrades & data migration Oracle Financing
1. Oracle Premier Support Service and Support Tools and Resources Product Innovation Quickly diagnose and resolve issues Get the most of your Oracle products with proactive services Keep pace with change and capitalize on new opportunities üExpert technical support Oracle knowledgebase Updates ü üRapid-response field service üLifetime Support ü Product health checks New releases ü My Oracle Support Community ü ü Tools to assist with patching and upgrades ü
2. Database Options • • RAC/RAC One Node Advanced Compression – – • Partitioning – – • • • Improve performance by segmenting tables/indexes Highly recommended for large databases (over 400 -500 GB) Advanced Security – • Full compression capabilities to reduce storage and improve performance Compress and dedupe unstructured data 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 Golden. Gate – • Oracle Secure Backup with Oracle Tape Storage – • Standby database Backup and encrypt to tape Use supported third-party backup agents – Net. Backup – Tivoli – Commvault
4. Partner Services & Solutions • Database Consolidation • Database Upgrades • Database Migration • Oracle Business Intelligence/EPM • Add-on Oracle software – Oracle Golden. Gate – Oracle SOA Suite – Oracle Data Integrator
5. Oracle financing & database appliance Easy Upgrade Program Flexible payment schedules that map to timing and deployment Linked to pay-as-you-grow upgrade program Rapid 1 -2 -3 Credit Approval Process 1) Propose 2) Accept 3) Approve IN SOFTWARE FINANCING
Upsell opportunities summary • • • Support Database options Backup and DR Add on services and consultancy Finance
Agenda • • Oracle Engineered Systems Introducing the Oracle Database Appliance What is the target market Competitive Positioning Sales Plays Upsell opportunities Resell requirements and process
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 13 th – Single SKU (Cat U) • • – All software ordered through software price list separately • • • ATO configuration Only option is the Power Cord 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
Oracle Database Appliance – ordering process Order process 24 -72 hours Delivery 8 -10 days
Oracle Database Appliance - Summary • Appliance model – – – • Pay as you grow model – – • Reduces Complexity Reduces Cost Reduces Risk Only on ODA Reduces up-front costs Upsell opportunites – – – Premier Support DB Options Services
Call to Action • Join the ODA Knowledge Zone • – • 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/databaseappliance-494792. html Develop Demand Generation Plan – Download marketing kit from OPN Marketing portal • – • http: //www. oracle. com/partners/en/knowledge-zone/server-storage/databaseappliance-494792. html http: //www. oracle. com/partners/secure/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!
Скачать презентацию Insert Picture Here Oracle Database Appliance Sales Jarosław
271b6918f96e2d102093b659ad20d9ad.ppt