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The Age of the Pure Play BI Vendor is Over Simon MillerPrincipal Sales ConsultantOracle BI & Analytics

The Business Intelligence Marketplace

0

60%50%40%30%20%

70%

10%

80%Current % User Penetration

66%66%51%51%

33%33% 30%30%10%10%

ERP SCM CRM BI Tools

BIApps

Sources: Goldman Sachs Estimates & US Department of Labor

2003 2004 2005E 2006E 2007E 2008E

$8B

$6B

$4B

$2B

$10B

Source: IDC, 2004

BI Applications

BI Tools

0

$3.8B

$3.7B

$7.5B$4.1B

$8.1B

$4.2B

$4.6B

$8.8B

$4.5B

$5.1B

$9.6B

$4.7B

$5.6B

$10.3B

$6.2B

$11.1B

$4.0B

$12B

$4.9B

Market Size

2010 Seat Estimates0

60

40

20

80

100 Estimated User Potential

59 Million

ERPERP

CRMCRM

SCMSCM

BITools

BITools

BIAppsBI

Apps

98 Million

Magic Quadrant for Business Intelligence Platforms,1Q07

* Magic Quadrant DisclaimerThe Magic Quadrant is copyrighted January 26, 2007 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartners analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the Leaders quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The Gartner report is available upon request from Oracle.

“Gartner Magic Quadrant for Business Intelligence Platforms, 1Q07”, Kurt Schlegel, Bill Hostmann, Andreas Bitterer, January 26, 2007

Cognos

Where have all the BI Vendors Gone?

OracleIBM

Tibco

SAP

Source: InformationWeek

Recent Information Week Survey

Who OEM’s Informatica?

• SAP – Application Vendor• Salesforce.com – Application Vendor• Hyperion (Oracle) – Application & Technology Vendor• Siebel (Oracle) – Application & Technology Vendor• i2 – Application Vendor• Netsuite – Application Vendor• SQLiaison – Application Vendor• (and other application vendors…)

… Market Trend = Application Vendors are embedding Analytical Applications into their solutions using “proper”

DW techniques and approaches

Database Marketshare - 2006

OracleMicrosoftIBMSybaseNCR TeradataOther

Source: IDC report

Trend: 63% of DB Marketshare by companies who are also Application Vendors

BI - not just about reports anymore…

Portal

Disk

What’s in between?

How does it work together?

•Business Applications

•SOA (BI as a service)

•Security (all touchpoints)

•Application Server

•Physical Hardware

•Data Modelling

•ETL and/or ELT

•MDM

•Scorecards

•Data Mining

•EPM & CPM

•Metadata Management

•Query Generation

•Cache Management

•Enterprise Semantic Layer

•BPEL

•BAM

•Database

•Dashboards & Ad-hoc

•Real-time Analytics

What many people don’t understand

What you see

• Where’s my report?• Primary Focus of pure-play BI Vendor• Everyone looks the same on the surface

What it takes to deliver properly• “Under the Surface”• Mappings to multiple applications and data transformation all take expertise and time

• Security same in OLAP & OLTP• Data integrity• Performance• Low cost of ownership

•IT Organizations who only look above the water line have better luck herding cats than useable information to their business users

Integrated, Enterprise Performance Management

EnterprisePerformanceManagement

System

Report and Analyze

Proactively Plan

Take Action

Enterprise Performance Management System Integrates Transaction, Intelligence, Financial Systems

Financial Performance Management

Financials HRSupply Chain ProcurementSales & CRM

Planning & Budgeting

Financial & Statutory Reporting

Metrics &Scorecards

Modeling Financial Management

Operational BI Systems

Operational Business

IntelligenceQuery & Analysis

Dashboards Alerts & Workflow

DataIntegration

OLAPData Warehouse

Enterprise/Operational Reporting

EnterprisePerformanceManagement

System

Transactional Systems

What BI Should Look Like

How do I proactively manage risks of my receivables portfolio?

How does supplier performance impact customer satisfaction and revenue?

Serv

ice

Serv

ice

Customers

Sale

sSa

les

Mar

ketin

gM

arke

ting

Dis

trib

utio

nD

istr

ibut

ion

Fina

nce

Fina

nce

HR

/ W

orkf

orce

HR

/ W

orkf

orce

Ope

ratio

nsO

pera

tions

Proc

urem

ent

Proc

urem

ent

Customers

Customers

Suppliers

Suppliers

Suppliers

Advanced Analysis Often Spans Heterogeneous Data Sources

How does call center agent tenure, training, & compensation affect efficiency and cross-selling performance?

Analytic Workflows – Supply Chain AnalyticsBusiness

Objectives / Issues

GainInsights

Take Action Target Efforts to reduce the inventory

Is Inventory Balancestrending up?

Is Inventory Turns on target??

Reduce Inventory

Drill to D

etail

What are Top 10 Products By Inventory Value?

What is the Sales Trend for these products

Drill to Inventory Location Details

Steps Required to Build a BI SolutionSignificant Investment, Skills and Time Required

License an ETL tool to move data from operational systemsto this DW

License interactive user access tools

License / create information delivery tools

Research / understand analytic needs of each user community

Set up user security & visibility rules

Perform QA & performance testing

Manage on-going changes/upgrades

Develop detailed understanding of operational data sources

Build ETL programs for every data source

Build analytics for each audience

Design a data warehouse by subject area

Steps Required to Build a BI SolutionSignificant Investment, Skills and Time Required

License an ETL tool to move data from operational systemsto this DW

License interactive user access tools

License / create information delivery tools

Research / understand analytic needs of each user community

Set up user security & visibility rules

Perform QA & performance testing

Manage on-going changes/upgrades

Develop detailed understanding of operational data sources

Build ETL programs for every data source

Build analytics for each audience

Design a data warehouse by subject areaThese steps require multiple different BI and DW technology

INVESTMENTS

Steps Required to Build a BI SolutionSignificant Investment, Skills and Time Required

License an ETL tool to move data from operational systemsto this DW

License interactive user access tools

License / create information delivery tools

Research / understand analytic needs of each user community

Set up user security & visibility rules

Perform QA & performance testing

Manage on-going changes/upgrades

Develop detailed understanding of operational data sources

Build ETL programs for every data source

Build analytics for each audience

Design a data warehouse by subject areaThese steps require multiple different BI and DW technology

INVESTMENTS

These steps require IT or BI staff

resources with specialized SKILLS

Steps Required to Build a BI SolutionSignificant Investment, Skills and Time Required

These steps require multiple different BI and DW technology

INVESTMENTSLicense an ETL tool to move data from operational systemsto this DW

License interactive user access tools

License / create information delivery tools These steps take TIME to understand

and perfect as knowledge of best

practices is learned

Research / understand analytic needs of each user community

Set up user security & visibility rules

Perform QA & performance testing

Manage on-going changes/upgrades

These steps require IT or BI staff

resources with specialized SKILLS

Develop detailed understanding of operational data sources

Build ETL programs for every data source

Build analytics for each audience

Design a data warehouse by subject area

BI Approaches: Tools vs Applications

Federated Data SourcesSiebelOracle SAP R/3 PSFT EDW

Other

ETL

DW

Oracle BI Platform& Metadata

BI contentBI content

ETL

Data Warehouse

Metadata

Tools & Build

Approach

Prebuilt BI Applications

Approach

Comparison Points

BI Content

Build from Scratchwith Traditional BI Tools

Pre-built BI Applications

Prebuilt Business Adapters for Oracle, PeopleSoft, Siebel, SAP, others

Prebuilt DW design, adapts to your EDW

Role-based dashboards and thousands of pre-defined metrics

Easy to use, easy to adapt

Weeks or Months

Back-end ETL andMapping

DW Design

Define Metrics& Dashboards

Back-end ETL andMapping

DW Design

Define Metrics& Dashboards

Training / Roll-out

Training / Rollout

Quarters or Years

Source: Patricia Seybold Research, Gartner, Merrill Lynch, Oracle Analysis

Speeds Time To Value and Lowers TCO

Faster deploymentLower TCOAssured business value

Options:1. Build custom BI apps2. Buy BI Apps3. Do a mix of both

Enterprise BI at Cisco Systems Pervasive Intelligence

2001

Num

ber o

f Use

rs

2002 2003 2004 2005

eExec:Forecast Accuracy

500eExec

1,500M3: Marketing Effectiveness

3,000HCMC:

Human Capital Mgmt

8,000

SCRI: Sales & Channel

Reporting Initiative

Enterprise Standard

QualityEngineering

SupplierPerformance

20,000 +

• Started with Top 500 Executives, providing real-time global picture of business performance.

• Continued to expand use to Marketing, HR, Sales, Engineering

• Leveraging Terabytes of data from multiple systems

• 30% employee productivity gain in some areas

Oracle’s BI Strategy

JD EdwardsPeopleSoftOracle EBS Siebel Hyperion

Oracle Operational & Enterprise Performance Management Applications

Financial Analytics Sales Analytics Contact Center

& ServiceMarketingSupply Chain

Oracle Analytical Applications

Order Mgmt & Fulfillment

HumanResources

Oracle Business Intelligence Suite Enterprise Edition Plus

OBI Server: Simplified Business View

Oracle OLAP

EssbaseOracle

DWOracleContent

Oracle Databases & Options

OracleData Mining

OracleSpatial

Oracle DB11g

OWB & ODI

OBI DW App OLTPs

Dashboards

Oracle Portal,Content, Search

BPEL, SOA:

ApplicationIntegrationArchitecture

J2EE: Oracle Application Server

Oracle Enterprise Mgmt

Security: Oracle Identity Mgmt

Oracle Grid, Clusters

Oracle Fusion Middleware

Reporting Proactive Alerting

DisconnectedAd-Hoc Desktop Tools Gadgets Search

• Oracle Consulting

• Oracle Applications Unlimited

• Oracle OnDemand

• Oracle Partner Network

• Oracle Lifetime Support

More Oracle…

Oracle BI ApplicationsMulti-Source Analytics with Single Architecture

Travel& TransTravel

& TransAutoAuto Comms& MediaComms& Media

ComplexMfg

ComplexMfg

ConsumerSector

ConsumerSector EnergyEnergy Financial

ServicesFinancialServices

HighTechHighTech

Insurance& Health

Insurance& Health

LifeSciences

LifeSciences

Public SectorPublic Sector

Oracle BI Suite Enterprise EditionOther Operational

& Analytic SourcesPrebuilt adapters:

Sales MarketingOrder

Management& Fulfillment

HumanResources

PipelineAnalysis

TriangulatedForecasting

Sales Team Effectiveness

Up-sell / Cross-sell

Cycle TimeAnalysis

Lead Conversion

Employee Productivity

Compensation Analysis

HR Compliance Reporting

WorkforceProfile

TurnoverTrends

Return on Human Capital

OrderLinearity

Ordersvs. Available

Inventory

Cycle TimeAnalysis

BacklogAnalysis

FulfillmentStatus

CustomerReceivables

Campaign Scorecard

Response Rates

Product Propensity

Loyalty andAttrition

Market Basket Analysis

Campaign ROI

Service &Contact CenterChurn

Propensity

Customer Satisfaction

ResolutionRates

Service RepEffectiveness

Service CostAnalysis

ServiceTrends

Financials

A/R & A/PAnalysis

GL / BalanceSheet Analysis

Customer& Product

Profitability

P&L Analysis

ExpenseManagement

Cash FlowAnalysis

Supply Chain

Supplier Performance

Spend Analysis

Procurement Cycle Times

Inventory Availability

EmployeeExpenses

BOM Analysis

Pre-mapped metadata, including embedded best practice calculations and metrics for Supply Chain, Supplier, and other Business Users.

• Presentation Layer• Logical Business

Model• Physical Sources

3

Pre-built ETL to extract data from over 3,000 operational tables and load it into the DW, sourced from SAP, PSFT, Oracle Applications and other sources.

2A “best practice” library of over 330 pre-built metrics, Intelligent Dashboards, and over 150 Reports and alerts for Buyers, Cost center Managers, Suppliers, Supplier AP Managers and Supply Chain Executives

4

Pre-built warehouse with more than 15 star-schemas designed for analysis and reporting on Supply Chain Analytics

1

Example: Oracle BI Supply Chain Analytics

ETL & Business AdaptersCRM

VMI Supply ChainFinancial HR

POSDemandPlanning

Other Supply Chain SystemsOther Supply Chain SystemsOperational SystemsOperational Systems

Business AnalyticsWarehouse

“

Leverage Prebuilt Oracle BI Applications Proven Rapid Time To Value

Deployed to 800 users in under 90 daysFinance, Service & Sales Analytics (SAP/SEBL)

Live in 120 daysSales Analytics (SEBL)

4 months from decision to live for 1200 usersPharma Analytics (SEBL)

Live in 100 days, 9000+ usersFinance, Sales, Help Desk and Marketing Analytics (MSFT, SEBL)

Having had experience of Siebel Business Analytics, I can vouch that it can be deployed as rapidly as they

claim...It is a product that really delivers.

Deployed to 100+ users in 3 monthsFinance Analytics (Oracle EBS)