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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
(Performance 3rd-Party
User (Business
Management
Interface Viewer) Objects,
Cognos, etc)
Supply Chain DBI

Financial Warehouse
Financials DBI

HCM Warehouse
SCM Warehouse
HCM DBI

BI
Platform

DBI Apps EPM BI Apps

Data
Sources EBS
JDE Other
PSFT

Oracle DBI PeopleSoft EPM

 Oracle Business Intelligence Applications
Pre-Siebel Acquisition Siebel Offerings

SBA UI
User (Dashboards,
Answers, Alerts)
Interface

Supply Chain Analytics

Workforce Analytics

Financial Analytics
BI
Platform

SBA Apps

Data JDE Other

Sources
EBS SAP
PSFT SEBL

Siebel Business Analytics

 Oracle Business Intelligence Applications
Oracle Offerings Today

DBI UI OBI EE
(Performance 3rd-Party UI (Dashboards,
User (Business
Management Answers, Alerts)
Interface Viewer) Objects,
Cognos, etc)
Siebel SBA

Supply Chain Analytics

Workforce Analytics
Renamed to:

Financial Analytics
Supply Chain DBI

Financial Warehouse
Oracle Business

SCM Warehouse
Financials DBI

HCM Warehouse
HCM DBI

Intelligence
Enterprise Edition
BI (OBI EE)
Platform

DBI Apps EPM BI Apps SBA Apps

Data JDE Other

Sources EBS
JDE Other EBS SAP
PSFT PSFT SEBL

Oracle DBI PeopleSoft EPM Siebel Business Analytics

 Oracle Business Intelligence Applications
Better Together Offerings By End FY2007

DBI UI 3rd-Party
(Performance
OBI EE
Management
(Business
OBI EE OBI EE
User (Dashboards,
Viewer) Objects,
(Dashboards, (Dashboards,
Answers, Alerts) Answers,
Cognos, Alerts)
etc) Answers, Alerts)
Interface

Supply Chain Analytics

Workforce Analytics
Financial Warehouse
SCM Warehouse

Financial Analytics
Supply Chain DBI

HCM Warehouse
Financials DBI

OBI EE as
HCM DBI

the new UI

BI CY2006
Platform Delivery

DBI Apps EPM BI Apps SBA Apps

Data JDE Other

Sources EBS
JDE Other EBS SAP
PSFT 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.
Myth: Oracles EPM/DBI strategy is going away
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.
Myth: The Siebel BI Applications are for Siebel CRM only
Truth: These applications are ready to go today for Oracle EBS, PeopleSoft, and SAP, with JDE
coming this fiscal year.
Myth: Oracle is going to buy Business Objects (or some other BI vendor)
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.
Myth: TSMs sell OBI EE; ASMs sell OBI Applications; BI sells both
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).
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
$12 $11.1B
B Market Size
$10.3B
$9.6B
$10 $8.8B
B $8.1B
$8 $5.6 $6.2
B $7.5B $5.1 B BI Applications
$4.6 B B
$6 $4.1
$3.7 B
B B
$4 B
BI Tools
B $4.9
$4.2 $4.5 $4.7
$2 $3.8 $4.0 B
B B B B Source: IDC, 2004
B B
0
200 200 2005 2006 2007 2008
3 4 E E E E
100 98 Million 80%
Estimated Current % User Penetration
BI 70%
80
User Potential
Tools 60%

60
59 Million 50%
SCM 40%
40 66%
CRM BI 30%
51%
20
Apps 20%
33% 30%
ERP 10%
10%
0 0
2010 Seat Estimates ERP SCM CRM BI BI
Tools Apps
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 Fastest Growing in BI Market
for Sales, Service, and Marketing
110

Rank Vendor % Share 100

1 Siebel Systems 15.4% 90

2 SAS Institute 12.7% 80

3 NetIQ 6.0% 70

4 Epiphany 5.8% 60

50
5 SAP AG 4.1%
40
6 SPSS 3.6%
30
7 Fair Isaac 3.5%
20
8 Business Objects 3.1%
10
9 Coremetrics 2.1% 0 2003 2004
10 NCR Teradata 1.9% Siebel BI License Rev (U.S. $ Millions)
Sources: IDC Vendor Rankings, Worldwide Customer Analytics Applications (2003), July 2004 2005 Revenue $120.3M
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
nQuire Software in Nov 2001
among the BI platform vendors,
including some advanced analysis
and data-mining functionality and
packaged industry-specific
analytical applications.
Siebel Business Analytics History

Aerospace & Defense 5 of the top 6

Commercial Banks 4 of the top 5
Pharmaceutical 8 of the top 9
Computer Office Equip 6 of the top 9
Diversified Financials 3 of the top 4
Railroad 3 of the top 4
Medical Products & Equip 3 of the top 6
Telecommunications 5 of the top 6
Securities 3 of the top 6
Network & Comms Equip 2 of the top 4
Life & Health Insurance 3 of the top 5
 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

HR / Workforce
Customers Suppliers

Procurement
Distribution

Operations
Marketing

Finance
Service

Sales
Customers 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
Front Line Senior
Partners Managers Oracle Business Intelligence
Employees Executives
Applications
Comprehensive suite of prebuilt
Sales Service Marketing
Supply
Finance Workforce analytic applications
Chain
Analytics Analytics Analytics Analytics Analytics For Siebel, SAP, PeopleSoft,
Analytics
Oracle, and other sources
Based on industry and analytic
best practices
Interactive Proactive Ad-Hoc Intelligent Mobile Predictive
Dashboards Detection Analytics Customer Analytics Analytics Enable rapid deployment, low
& Alerts Interaction
TCO, & assured business value
PreBuilt Enterprise Business Model Oracle Enterprise Business
Oracle Enterprise Business Intelligence Platform Intelligence Platform (EE)
Next-generation, scalable
Enterprise Data enterprise BI platform
Warehouse
(EPM and/or SBA) Relevant and actionable insight
ETL & Business
for all users
Adapters Complete, real-time intelligence
Sales &
Mktg Fin/HR Service SCM IVR Web Help Desk across enterprise sources
Existing Data
Operational Systems Customer Interaction
Warehouse & One common, fully-integrated
Data Mart
Systems
Sources modern web architecture
Benefit from BI Applications while
maintaining single BI architecture
Build from Scratch
with Traditional BI Tools BI Applications
Training &
Roll-out

Define Metrics Faster deployment

& Dashboards
Lower TCO
Assured business value
DW Design

Training & Rollout Role-based dashboards and alerts

Back-end
ETL and Specific Metrics Thousands of pre-defined metrics
& Dashboards
Mapping Prebuilt DW design
DW Design Mod Adaptable to your enterprise DW
Pre-built ETL
Tailoring Prebuilt ETL Business Adapters for
Oracle, 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
Susan Cook SC Director
GVP Sales N. America BI
N. America BI

David Novak Duane Cologne Channels John Duda Scott Hilner ROI
Sales VP Sales VP Oracle Direct SC Manager SC Manager Enablement
Commercial NASA & PS Sales Strategy Commercial BI NASA & PS
ERP/CRM/Tech ERP/CRM/Tech

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 Solution

Poor user adoption of operational applications Integrated OBI apps drive adoption of EBS because
and incumbent BI tools (which are separate UIs) the users get informational value from using EBS
Not getting answers to key business questions; OBI Apps likely deliver these answers and make it
not exploiting the information in EBS much easier to answer new questions

Looking to upgrade the 3rd party BI tool = $$$ It will likely cost the same or less to move to a more
license costs and its a re-deployment complete total solution with the OBI Apps

Looking to upgrade EBS, may need to make This is painful. OBI Apps are clearly the lowest TCO
large investments in the BI/DW upgrade option. Easy upgrades are just part of the equation.

Dont forget about the power of the tech stack If its an Oracle tech stack, your value prop just
integration when Oracle is the DW. about doubled.

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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 tools only allow for stop-gap, static
reporting with little to no flexibility.
May have independent data marts that dont
allow cross-functional questions to be answered.
Want a real Enterprise Data Warehouse but cant
afford to build it, or dont have the
time/knowledge/resources.
Have user adoption and potentially data quality
issues with EBS.
OBI Apps require OBI EE, arguably the most
advanced BI platform on the market.
OBI EE can glue together these independent data
marts, leveraging these investments and allowing the
toughest questions to get answered.
OBI Apps include Enterprise Data Warehouse
schemas that often implement in 90-120 days and
cost a fraction of the build approach.
Naturally, increasing the value of the information
delivered to the end user will drive adoption of the
operational application.

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 Solution

Probably believe SAPs approach is more We need to turn the tide on this perspective SAPs
scalable and more robust than Oracles approach. BI 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 SAP BI solution is more The fact is, SAP BW is very limited in its usefulness
seamlessly integrated into their ERP applications. to employees on the front-line. It provides solid
They are very good at positioning this. information for financials, and is good for executives,
but leaves all other employees wanting more.

If they are already an SAP shop, but understand Oracle BI Applications are pre-packaged for SAP
the limitations of BW, you can be sure they are and are more robust than any others on the market
looking at alternate BI vendors (not us). due to the 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 Solution

Are leveraging the power of an integrated CRM Easily extend their Siebel Analytics deployment by
and BI solution with the Siebel deployment but including the pre-packaged Oracle BI Applications for
have not yet realized those benefits with Oracle ERP we cant lose on the economics here.
Applications.

Are likely custom building data marts or data We need to find these immediately and convince
warehouse for their Oracle Applications and them that the time-to-value on the build vs buy
planning on using another BI technology with it. approach is a 5:1 ratio.

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

Want a tighter, more scalable interface b/w BI Simple question: which BI platform is more tightly
tools 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.)
Cant integrate BI tools with operational systems
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).
OBI EE is 100% SOA and can be seamlessly
integrated into existing UIs and business processes.

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Oracle & [customer] Confidential