Ellison hawks Oracle's cloud stack, calls out Salesforce.com

Oracle offers customers an integrated, more modern architecture than the competition, Ellison says

By , IDG News Service |  Software

"Just because the application is in the cloud doesn't mean you don't have to do any work," he said. "You're still going to have to interconnect these applications. Therefore we provide a platform to do it."

While Fusion Applications' SOA (service-oriented architecture) makes it easier for customers to make these connections, there's more to it than flipping a switch, he said. "Otherwise Deloitte wouldn't have a big cloud practice. Accenture wouldn't have a big cloud practice. They must be doing something."

Ellison repeated statements he made earlier in the week regarding a new multitenancy feature in Oracle's upcoming 12c database. The feature will allow a number of "pluggable" databases to reside in a container.

This approach is superior to the form of multitenancy used by most SaaS vendors, according to Ellison.

"We think you should not commingle two customers' data in the same database," he said. "You can still share hardware, have shared resources and operate efficiently. We just don't think you should write an application with multitenancy at the application layer."

NetSuite and Salesforce.com pioneered cloud software, being formed in the late 1990s, but "that was a while ago," Ellison said. "They built multitenacy into the application layer because they had no choice."

Fusion, in contrast, is "extremely modern," Ellison said.

Ellison wrapped up his speech with a discussion of Oracle's Social Relationship Management product family.

"There's a lot more data out there than there used to be, and all that data properly processed will give you business insights about your customers, business insights about your products," he said.

Ellison described how Oracle's social technologies could detect customer discontent or confusion on a social network and then help companies quickly respond to specific customers. To improve its hand in this area, Oracle has made a number of acquisitions, including Collective Intellect and Involver.

In a demonstration, Ellison showed how a marketing manager for Lexus could use a group of Oracle technologies to plow through nearly 5 billion Twitter messages and determine which Olympic athlete would be the best person to represent the automaker in a campaign, based on audience interest.

OpenWorld continues through Thursday in San Francisco.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

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