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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
(Business
Objects,
Cognos, etc)
HCM Warehouse
SCM Warehouse
EBS
Financial Warehouse
HCM DBI…
DBI Apps
Data
Sources
3rd-Party
Financials DBI
BI
Platform
Supply Chain DBI
User
Interface
(Performance
Management
Viewer)
EPM BI Apps
JDE
Other
PSFT
Oracle DBI
PeopleSoft EPM
Oracle Business Intelligence Applications
Pre-Siebel Acquisition – Siebel Offerings
SBA UI
User
Interface
(Dashboards,
Answers, Alerts)
Financial Analytics
Supply Chain Analytics
Workforce Analytics…
BI
Platform
SBA Apps
Data
Sources
JDE
Other
EBS
SAP
PSFT
SEBL
Siebel Business Analytics
Oracle Business Intelligence Applications
Oracle Offerings Today
DBI UI
User
Interface
(Dashboards,
Answers, Alerts)
Financial Analytics
EPM BI Apps
Supply Chain Analytics
Oracle Business
Intelligence
Enterprise Edition
(OBI EE)
Workforce Analytics…
Siebel SBA
Renamed to:
HCM Warehouse
Financial Warehouse
SCM Warehouse…
DBI Apps
Data
Sources
(Business
Objects,
Cognos, etc)
Financials DBI
Supply Chain DBI
HCM DBI…
BI
Platform
OBI EE
3rd-Party UI
(Performance
Management
Viewer)
SBA Apps
JDE
EBS
JDE
Other
PSFT
Oracle DBI
PeopleSoft EPM
Other
EBS
SAP
PSFT
SEBL
Siebel Business Analytics
Oracle Business Intelligence Applications
‘Better Together’ Offerings – By End FY2007
Financial Analytics
EPM BI Apps
Supply Chain Analytics
Workforce Analytics…
CY2006
Delivery
OBI EE
(Dashboards,
Answers, Alerts)
HCM Warehouse
“OBI EE” as
the new UI
Financial Warehouse
Supply Chain DBI
DBI Apps
SCM Warehouse …
BI
Platform
Financials DBI
(Dashboards,
Viewer)
Answers, Alerts)
HCM DBI…
User
Interface
Data
Sources
3rd-Party
(Business
OBI
EE
(Dashboards,
Objects,
Answers,
Alerts)
Cognos,
etc)
DBI UI
(Performance
OBI
EE
Management
SBA Apps
JDE
EBS
JDE
Other
PSFT
Oracle DBI
PeopleSoft EPM
Other
EBS
SAP
PSFT
SEBL
Siebel Business Analytics
OBI Myths
 Myth: Oracle’s BI Technology Strategy is still being debated
•
Truth: OBI EE technology is the centerpiece of Oracle’s BI Strategy.
 Myth: Oracle’s 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 customer’s needs. Pre-built BI Apps are a major differentiator,
whether it’s EPM, DBI, or SBA. Application deals are 3-4x larger than pure Technology deals.
Message to TSM’s: 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
Let’s 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
Hasn’t the promise of BI
been there for the past
decade?
The Business Intelligence Marketplace
$12B
Market Size
$10B
$8B
$6B
$9.6B
$8.8B
$8.1B
$7.5B
$5.6B
$5.1B
$4.6B
$4.1B
$10.3B
$11.1B
$6.2B
BI Applications
$3.7B
$4B
$2B
BI Tools
$3.8B
$4.0B
$4.7B
$4.5B
$4.2B
Source: IDC, 2004
0
2003
100
80
60
2004
2005E
98 Million
Estimated
User Potential
59 Million
BI
Tools
CRM
20
2007E
80%
2008E
Current % User Penetration
70%
60%
40%
BI
Apps
ERP
0
2006E
50%
SCM
40
$4.9B
30%
66%
51%
20%
33%
10%
2010 Seat Estimates
Sources: Goldman Sachs Estimates & Department of Labor
0
ERP
SCM
CRM
30%
BI
Tools
10%
BI
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 & HYSL’s 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 it’s 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 market…not 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 Siebel’s 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
Fastest Growing in BI Market
110
Rank
1
2
3
Vendor
% Share
15.4%
Siebel Systems
SAS Institute
12.7%
NetIQ
6.0%
100
90
80
70
4
Epiphany
5.8%
60
5
SAP AG
4.1%
50
6
SPSS
3.6%
40
7
Fair Isaac
3.5%
8
Business Objects 3.1%
9
Coremetrics
2.1%
10
NCR Teradata
1.9%
Sources: IDC Vendor Rankings, Worldwide Customer Analytics Applications (2003), July 2004
30
20
10
0
2003
2004
Siebel BI License Rev (U.S. $ Millions)
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
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
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 SAP’s “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
Procurement
Operations
Finance
Marketing
HR / Workforce
Customers
Sales
Customers
Service
Customers
Distribution
BI Applications are Almost Always
Heterogeneous
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?
Suppliers
Suppliers
Suppliers
Oracle BI Tools & Packaged BI Applications
Front Line
Employees
Partners
Sales
Analytics
Interactive
Dashboards
Service
Analytics
Marketing
Analytics
Proactive
Detection
& Alerts
Ad-Hoc
Analytics
Managers
Supply
Chain
Analytics
Intelligent
Customer
Interaction
Senior
Executives
Finance
Analytics
Workforce
Analytics
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
Operational Systems
SCM
IVR
Web Help Desk
Customer Interaction
Systems
Existing Data
Warehouse &
Data Mart
Sources
Oracle Business Intelligence
Applications
• Comprehensive suite of prebuilt
analytic applications
• For Siebel, SAP, PeopleSoft,
Oracle, and other sources
• Based on industry and analytic
best practices
• Enable rapid deployment, low
TCO, & assured business value
Oracle Enterprise Business
Intelligence Platform (EE)
• Next-generation, scalable
enterprise BI platform
• Relevant and actionable insight
for all users
• Complete, real-time intelligence
across enterprise sources
• One common, fully-integrated
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
& Dashboards
 Faster deployment
 Lower TCO
 Assured business value
DW Design
Back-end
ETL and
Mapping
Training & Rollout
Specific Metrics
& Dashboards
DW Design Mod
Pre-built ETL
Tailoring
Quarters or Years
Weeks or months
Role-based dashboards and alerts
Thousands of pre-defined metrics
Prebuilt DW design
Adaptable to your enterprise DW
Prebuilt ETL Business Adapters for
Oracle, SAP, others
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
47 BI Sales Reps, 3 Channels, 15 OD, 2 Strategy/Comp Intell
John Duda
SC Manager
Commercial BI
Scott Hilner
SC Manager
NASA & PS
44 BI Sales Consultants
ROI
Enablement
Where’s 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 UI’s)
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 it’s 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.
• Don’t forget about the power of the tech stack
• If it’s an Oracle tech stack, your value prop just
integration when Oracle is the DW.
about doubled.
Copyright ©2006, Oracle. All rights reserved.
Oracle & [customer] Confidential
Where’s 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
• OBI Apps require OBI EE, arguably the most
reporting tools only allow for stop-gap, static
reporting with little to no flexibility.
advanced BI platform on the market.
• May have independent data marts that don’t
• OBI EE can “glue together” these independent data
allow cross-functional questions to be answered.
marts, leveraging these investments and allowing the
toughest questions to get answered.
• Want a real Enterprise Data Warehouse but can’t
• OBI Apps include Enterprise Data Warehouse
afford to build it, or don’t have the
time/knowledge/resources.
schemas that often implement in 90-120 days and
cost a fraction of the build approach.
• Have user adoption and potentially data quality
• Naturally, increasing the value of the information
issues with EBS.
delivered to the end user will drive adoption of the
operational application.
Copyright ©2006, Oracle. All rights reserved.
Oracle & [customer] Confidential
Where’s The Gold: Scenario 3
New Prospect - Heavy Competition from SAP
Characteristics
Oracle Apps *Prospect*
Heavy Competition from SAP
Likely Issues
Solution
• Probably believe SAP’s approach is more
• We need to turn the tide on this perspective – SAP’s
scalable and more robust than Oracle’s approach.
BI solution will simply NOT work in any environment
other than SAP. Furthermore, it’s 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 it’s usefulness
seamlessly integrated into their ERP applications.
They are very good at positioning this.
to employees on the front-line. It provides solid
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
looking at alternate BI vendors (not us).
and are more robust than any others on the market
due to the strength of the OBI EE platform.
Copyright ©2006, Oracle. All rights reserved.
Oracle & [customer] Confidential
Where’s 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
have not yet realized those benefits with Oracle
Applications.
including the pre-packaged Oracle BI Applications for
ERP – we can’t lose on the economics here.
• Are likely custom building data marts or data
• We need to find these immediately and convince
warehouse for their Oracle Applications and
planning on using another BI technology with it.
them that the time-to-value on the build vs buy
approach is a 5:1 ratio.
Copyright ©2006, Oracle. All rights reserved.
Oracle & [customer] Confidential
Where’s 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,
un-integrated technologies, poor performance.
upgrades well. They are “report-centric” architectures.
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.
• Can’t answer questions across different data
• OBI EE is the technology leader in the ability to join
sources (Oracle, Teradata, SQL, etc.)
across multiple data sources. It is also “arguably the
best front end to a Teradata DW (Gartner)”.
• Can’t integrate BI tools with operational systems
• OBI EE is 100% SOA and can be seamlessly
integrated into existing UI’s and business processes.
Copyright ©2006, Oracle. All rights reserved.
Oracle & [customer] Confidential