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Jill Hughes Oracle Business Intelligence

Demystifying Oracle BI

Some Terms
OBI EE: Oracle Business Intelligence Enterprise Edition
This is the strategic BI Platform for Oracle that was inherited from the Siebel acquisition.

OBI SE: Oracle Business Intelligence Standard Edition

This is the new packaging of Oracle Discoverer & other legacy Oracle BI technologies.

Pre-Packaged Oracle BI Applications

BI application solutions for EBS, PSFT, JDE, SEBL, and SAP, that generally include pre-built ETL, DW, Metrics, Reports & Dashboards. These solutions are: DBI: Daily Business Intelligence EPM: Enterprise Performance Management BI Applications
Packaged, subject-specific warehouses and data marts

OBI Applications: Business Intelligence Applications (from Siebel)

Oracle Business Intelligence Applications

Pre-Siebel Acquisition Oracle Offerings

DBI UI
User Interface
(Performance Management Viewer)

(Business Objects, Cognos, etc)

3rd-Party

Supply Chain DBI

Financial Warehouse

Financials DBI

HCM Warehouse

SCM Warehouse

HCM DBI

BI Platform

DBI Apps
Data Sources
EBS

EPM BI Apps

JDE PSFT

Other

Oracle DBI

PeopleSoft EPM

Oracle Business Intelligence Applications

Pre-Siebel Acquisition Siebel Offerings

SBA UI
User Interface
(Dashboards, Answers, Alerts)

Supply Chain Analytics

Workforce Analytics

Financial Analytics

BI Platform

SBA Apps
Data Sources
JDE EBS PSFT SEBL Other SAP

Siebel Business Analytics

Oracle Business Intelligence Applications

Oracle Offerings Today

DBI UI
User Interface
(Performance Management Viewer)

3rd-Party UI
(Business Objects, Cognos, etc)
Siebel SBA Renamed to: Oracle Business Intelligence Enterprise Edition (OBI EE)

OBI EE
(Dashboards, Answers, Alerts)

Supply Chain Analytics

Workforce Analytics

Financial Analytics

Supply Chain DBI

Financial Warehouse

SCM Warehouse

Financials DBI

HCM Warehouse

HCM DBI

BI Platform

DBI Apps
Data Sources
EBS

EPM BI Apps
JDE JDE PSFT Other EBS

SBA Apps
Other SAP PSFT SEBL

Oracle DBI

PeopleSoft EPM

Siebel Business Analytics

Oracle Business Intelligence Applications

Better Together Offerings By End FY2007

DBI UI (Performance OBI EE Management 3rd-Party (Business OBI EE (Dashboards, Objects, Answers, Alerts) Cognos, etc)
Financial Warehouse SCM Warehouse HCM Warehouse

OBI EE
(Dashboards, Answers, Alerts)

User Interface

(Dashboards, Viewer) Answers, Alerts)

Supply Chain Analytics

Workforce Analytics

Financial Analytics

Supply Chain DBI

Financials DBI

OBI EE as the new UI CY2006 Delivery

HCM DBI

BI Platform

DBI Apps
Data Sources
EBS

EPM BI Apps
JDE JDE PSFT Other EBS

SBA Apps
Other SAP PSFT SEBL

Oracle DBI

PeopleSoft EPM

Siebel Business Analytics

OBI Myths
Myth: Oracles BI Technology Strategy is still being debated
Truth: OBI EE technology is the centerpiece of Oracles BI Strategy. Truth: OBI EE is the Business Intelligence platform on which the pre-built Siebel BI Applications are built, and OBI EE is also the new Business Intelligence platform for EPM & DBI. This gives us the ability to offer our customers the BI application solution that best meets their needs. Truth: These applications are ready to go today for Oracle EBS, PeopleSoft, and SAP, with JDE coming this fiscal year. Truth: Who knows? A BOBJ (or other) purchase will always be on the radar. But such a purchase has nothing to do with product strategy OBI EE is the strategic technology choice. Truth: We sell what best fits the customers needs. Pre-built BI Apps are a major differentiator, whether its EPM, DBI, or SBA. Application deals are 3-4x larger than pure Technology deals. Message to TSMs: Would you rather get 100% of a 200K deal, or 50% of a 800K deal (our average sales prices over the past 5 years).

Myth: Oracles EPM/DBI strategy is going away

Myth: The Siebel BI Applications are for Siebel CRM only

Myth: Oracle is going to buy Business Objects (or some other BI vendor)

Myth: TSMs sell OBI EE; ASMs sell OBI Applications; BI sells both

The Market Situation

Lets start with a simple proposition

Everyone in your company can do their jobs better if they made decisions and took actions based on actual information rather than best guess or how we did it last year

Sounds simple, but.

BI Challenges Today
not easy to achieve!
Fragmented In-consistent Report-centric Restricted Non-Intuitive

Hasnt the promise of BI been there for the past decade?

The Business Intelligence Marketplace

$12B

Market Size
$10B $8B $6B $4B $2B 0

$3.7B

$7.5 B

$8.1 B
$4.1B

$8.8 B
$4.6B

$9.6 B
$5.1B

$10.3 B
$5.6B

$11.1 B
$6.2B BI Applications BI Tools

$3.8B 2003

$4.0B 2004

$4.2B 2005E

$4.5B

$4.7B

$4.9B
Source: IDC, 2004

2006E
80% 70% 60% 50% 40%

2007E

2008E

100 80 60 40 20 0

98 Million Estimated User Potential 59 Million

BI Tools

Current % User Penetration

SCM CRM ERP 2010 Seat Estimates BI Apps

30% 20% 10% 0

66%

51% 33% 30% BI Tools 10% BI Apps

ERP

SCM

CRM

Insight-Driven Business Processes

Business intelligence (BI) is moving into the context of the business process, not just to make users information experience more effective, but also to allow for business process optimization.
Software Macro-Trends: Reshaping Enterprise Software - Sep 2005

Oracle History in the Market

80-85% of COGN, BOBJ & HYSLs revenue come from selling their Tools on top of an Oracle DW. SAP sells SAP/BW with every deal it looks and feels like a clean, integrated story (even if its not true). At Oracle, in Commercial for FY06:
~18M in total revenue for CPM/EPM Avg deal size ~$64K 3rd Largest EPM Deal in Q4: 700K for EPM/Scorecard

And yet $1.4M went to BOBJ for the BI piece

Oracle dominates in the DW market share, but is largely not visible in the BI tools marketnot yet at least.

Siebel Business Analytics History

In November 2001, Siebel bought nQuire Software 55 employees, not much revenue, revolutionary BI Platform that is now OBI EE. In FY2005, 27% of Siebels Revenue came from Siebel Business Analytics both technology & applications. There are now over 800 SBA (OBI EE) customers
20% ONLY use the BI Technology (OBI EE ONLY) 5% ONLY use restricted application-only version of OBI EE 75% use BOTH the pre-packaged BI applications and the BI Technology for custom-built BI applications on existing data warehouses & other sources

Siebel Business Analytics History

Market Leader in Analytic Applications for Sales, Service, and Marketing
Rank 1 2 3 4 5 6 7 8 9 10 Vendor % Share 15.4% Siebel Systems SAS Institute 12.7% NetIQ 6.0% Epiphany SAP AG SPSS Fair Isaac Coremetrics NCR Teradata 5.8% 4.1% 3.6% 3.5% 2.1% 1.9% Fastest Growing in BI Market
110 100 90 80 70 60 50 40 30 20 10 0 2004 Siebel BI License Rev (U.S. $ Millions) 2005 Revenue $120.3M 2003

Business Objects 3.1%

Sources: IDC Vendor Rankings, Worldwide Customer Analytics Applications (2003), July 2004

Oracle & Siebel in the BI Tools Marketplace

GARTNER COMMENTS ON THE SBA BI Platform Unlike other mega software vendors, Siebel's BI platform is application source independent and is, arguably, the best front end to a Teradata data warehouse. Siebel Business Analytics is one of the more innovative and comprehensive sets of functionality BI Platform acquired from among the BI platform vendors, nQuire Software in Nov 2001 including some advanced analysis and data-mining functionality and packaged industry-specific analytical applications.

Siebel Business Analytics History

Aerospace & Defense Commercial Banks Pharmaceutical Computer Office Equip Diversified Financials Railroad Telecommunications Securities Network & Comms Equip Life & Health Insurance

5 of the top 6 4 of the top 5 8 of the top 9 6 of the top 9 3 of the top 4 3 of the top 4 5 of the top 6 3 of the top 6 2 of the top 4 3 of the top 5

Medical Products & Equip 3 of the top 6

So, the Opportunity for Us

Get in front of Cognos, Business Objects & Hyperion opportunities Become #1 in the Business Intelligence marketplace in the next 18 months. Expose SAPs black box BI Applications story

The way we do it is by selling packaged BI Applications, built on the new Oracle BI Platform (SBA), for PeopleSoft, EBS, Siebel, & JDE customers.

Oracle BI Solutions

BI Applications are Almost Always Heterogeneous

Procurement Distribution Operations
Customers

HR / Workforce

Suppliers

Marketing

Service

Customers

Finance

Sales

Suppliers

Customers

Suppliers

In a Call Center, how does agent tenure, training, & compensation affect productivity & cross-selling? What impact does supplier performance have on customer satisfaction and revenue consistency? How do my campaigns impact call-handle time & cost to serve?

Oracle BI Tools & Packaged BI Applications

Partners Front Line Employees Managers Senior Executives

Oracle Business Intelligence Applications

Sales Analytics

Service Analytics

Marketing Analytics

Supply Chain Analytics

Finance Analytics

Workforce Analytics

Interactive Dashboards

Proactive Detection & Alerts

Ad-Hoc Analytics

Intelligent Customer Interaction

Mobile Analytics

Predictive Analytics

PreBuilt Enterprise Business Model Oracle Enterprise Business Intelligence Platform

Enterprise Data Warehouse
(EPM and/or SBA)

ETL & Business Adapters

Sales & Mktg Fin/HR Service SCM IVR Web Help Desk

Operational Systems

Customer Interaction Systems

Existing Data Warehouse & Data Mart Sources

Comprehensive suite of prebuilt analytic applications For Siebel, SAP, PeopleSoft, Oracle, and other sources Based on industry and analytic best practices Enable rapid Oracle Enterprise Business & deployment, low TCO, Intelligence Platform (EE) assured business value Next-generation, scalable enterprise BI platform Relevant and actionable insight for all users Complete, real-time intelligence across enterprise sources One common, fullyintegrated modern web

Benefit from BI Applications while maintaining single BI architecture

Build from Scratch with Traditional BI Tools
Training & Roll-out Define Metrics & Dashboards

BI Applications

DW Design

Faster deployment Lower TCO Assured business value

Back-end ETL and Mapping

Training & Rollout Specific Metrics & Dashboards DW Design Mod Pre-built ETL Tailoring

Role-based dashboards and alerts Thousands of pre-defined metrics Prebuilt DW design Adaptable to your enterprise DW

Prebuilt ETL Business Adapters for Orac SAP, others

Quarters or Years

Weeks or months

Leverage Prebuilt Oracle BI Applications

Proven Rapid Time To Value
Deployed to 800 users in under 90 days Finance, Service & Sales Analytics (SAP/SEBL) Live in 120 days Sales Analytics (SEBL) Deployed to 100+ users in 3 months Finance Analytics (Oracle EBS) 4 months from decision to live for 1200 users Pharma Analytics (SEBL)

Live in 100 days, 9000+ users Finance, 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.

Dedicated Sales Force for NA

Adam Driver SC Director N. America BI

Susan Cook GVP Sales

N. America BI

David Novak Sales VP Commercial ERP/CRM/Tech

Duane Cologne Sales VP NASA & PS ERP/CRM/Tech

Channels Oracle Direct Sales Strategy

John Duda SC Manager Commercial BI

Scott Hilner SC Manager NASA & PS

ROI Enablement

47 BI Sales Reps, 3 Channels, 15 OD, 2 Strategy/Comp Intell

44 BI Sales Consultants

Wheres the Gold: Scenario 1

Oracle Apps, Custom DW, Incumbent BI Characteristics Oracle Apps Customer Custom Data Warehouse Some other BI tool on top
Likely Issues incumbent BI tools (which are separate UIs) exploiting the information in EBS costs and its a re-deployment Solution users get informational value from using EBS much easier to answer new questions

Poor user adoption of operational applications and Integrated OBI apps drive adoption of EBS because the Not getting answers to key business questions; not OBI Apps likely deliver these answers and make it Looking to upgrade the 3rd party BI tool = $$$ license It will likely cost the same or less to move to a more
complete total solution with the OBI Apps

Looking to upgrade EBS, may need to make large

investments in the BI/DW upgrade

This is painful. OBI Apps are clearly the lowest TCO

option. Easy upgrades are just part of the equation. doubled.

Dont forget about the power of the tech stack

integration when Oracle is the DW.

If its an Oracle tech stack, your value prop just about

Copyright 2006, Oracle. All rights reserved. Oracle & [customer] Confidential

Wheres the Gold: Scenario 2

Oracle Apps, No DW Characteristics Oracle Apps Customer NO Data Warehouse Operational Reporting Tools Only
Likely Issues Solution

Do not have a true BI platform; operational reporting OBI Apps require OBI EE, arguably the most advanced
tools only allow for stop-gap, static reporting with little BI platform on the market. to no flexibility. cross-functional questions to be answered.

May have independent data marts that dont allow OBI EE can glue together these independent data Want a real Enterprise Data Warehouse but cant
afford to build it, or dont have the time/knowledge/resources. issues with EBS.

marts, leveraging these investments and allowing the toughest questions to get answered.

OBI Apps include Enterprise Data Warehouse schemas Naturally, increasing the value of the information
delivered to the end user will drive adoption of the operational application.

that often implement in 90-120 days and cost a fraction of the build approach.

Have user adoption and potentially data quality

Copyright 2006, Oracle. All rights reserved. Oracle & [customer] Confidential

Wheres The Gold: Scenario 3

New Prospect - Heavy Competition from SAP Characteristics Oracle Apps *Prospect* Heavy Competition from SAP

Likely Issues and more robust than Oracles approach.

Solution solution will simply NOT work in any environment other than SAP. Furthermore, its not cost effective except for a small number of users.

Probably believe SAPs approach is more scalable We need to turn the tide on this perspective SAPs BI

Probably believe SAP BI solution is more seamlessly The fact is, SAP BW is very limited in its usefulness to

integrated into their ERP applications. They are very employees on the front-line. It provides solid information good at positioning this. for financials, and is good for executives, but leaves all other employees wanting more.

If they are already an SAP shop, but understand the Oracle BI Applications are pre-packaged for SAP and

limitations of BW, you can be sure they are looking at are more robust than any others on the market due to the alternate BI vendors (not us). strength of the OBI EE platform.

Copyright 2006, Oracle. All rights reserved. Oracle & [customer] Confidential

Wheres The Gold: Scenario 4

SEBL CRM, SEBL Analytics, ORCL Apps Characteristics SEBL CRM SEBL Analytics (OBI EE) ORCL Apps
Likely Issues BI solution with the Siebel deployment but have not yet realized those benefits with Oracle Applications. Solution including the pre-packaged Oracle BI Applications for ERP we cant lose on the economics here.

Are leveraging the power of an integrated CRM and Easily extend their Siebel Analytics deployment by

Are likely custom building data marts or data

warehouse for their Oracle Applications and planning that the time-to-value on the build vs buy approach is a on using another BI technology with it. 5:1 ratio.

We need to find these immediately and convince them

Copyright 2006, Oracle. All rights reserved. Oracle & [customer] Confidential

Wheres The Gold: Scenario 5

Oracle DW, Oracle Tech Shop, Incumbent BI Characteristics Oracle DW Customer Oracle Technology Shop Incumbent BI Technology on Top
Likely Issues Solution

Have a maintenance nightmare w/ existing BI

technologies because of too many moving parts, un- well. They are report-centric architectures. Example: integrated technologies, poor performance. moving from BOBJ 6x to XI is a redeployment, not an upgrade.

These solutions do NOT manage change or upgrades

Want a tighter, more scalable interface b/w BI tools Simple question: which BI platform is more tightly
and Oracle DW

integrated with an Oracle DW Oracle BI EE or anyone else? Same goes for the rest of the technology stack: Identity Mgmt, Portal, BPEL, etc.

Cant answer questions across different data

sources (Oracle, Teradata, SQL, etc.)

OBI EE is the technology leader in the ability to join

across multiple data sources. It is also arguably the best front end to a Teradata DW (Gartner).

Cant integrate BI tools with operational systems

OBI EE is 100% SOA and can be seamlessly integrated

into existing UIs and business processes.

Copyright 2006, Oracle. All rights reserved. Oracle & [customer] Confidential