In Oracle’s cloud representation to enterprises, an relate of a ended tech era

News analysis

Oracle Corp. sought to position itself once again now as a one best place for all companies need to pierce to cloud computing.

Speaking during a media day Thursday during a Redwood Shores, California, headquarters, executives during a database and business program hulk distanced Oracle from open cloud leaders such as Amazon Web Services, Google Cloud Platform and Microsoft Azure that yield computing, storage and other services to companies looking to revoke or discharge their information centers.

“Our cloud is some-more extensive than any other cloud in a marketplace today, a full end-to-end cloud,” pronounced David Donatelli, Oracle’s executive clamp boss of converged infrastructure. “We pattern from a chip all a proceed adult to a application, wholly plumb integrated.”

What’s engaging about that messaging, that Oracle has been enlightening given during slightest a OpenWorld conference final September, is not simply a rival positioning. Oracle is radically observant that a inlet of cloud computing suggests business need to pierce divided from a idea that has dominated information record given personal computers and PC-based servers began to excommunicate mainframes and minicomputers: cherry-picking a best applications and hardware and cobbling together their possess IT setups. In short, Oracle contends, it’s time for another extended representation behind to a integrated, uber-suppliers of a ended epoch of technology.

Of course, a new tech titans such as Google, Facebook Inc. and Amazon.com Inc. arguably swing as many energy in their sold domains of promotion and e-commerce as a Big Blue of old. But it has been a prolonged time given a soup-to-nuts proceed has worked for craving tech companies, and for those few still attempting it, such as Dell Technologies Inc. and Oracle, it’s distant from apparent it will work.

The cloud, Oracle contends, might good change that. Oracle Chief Executive Mark Hurd (pictured) done a evidence to interviewer Kara Swisher Thursday that Silicon Valley has too prolonged been focused on provision “piece parts” — dissimilar personal computers, servers, storage devices, networking rigging and more. No longer do business wish to, or need to, conduct all that themselves. “That’s since a cloud is so attractive,” he said.

At slightest one customer, despite one hand-picked by Oracle to speak during a media day, corroborated adult that assertion. Rob Pietsch, comparison executive of sales during Twitter Inc., pronounced a engorgement of cloud technologies in a marketplace means “you can go out and arrange things from 20 opposite companies.” But he combined that carrying a height like Oracle’s “that we know will integrate… and other things will confederate good with it, that’s what a height is ostensible to be.”

The lapse of lock-in?

On a surface, a idea of one cloud to order them all seems to work opposite one of a appeals of a cloud: a ability to run dissimilar applications during will, but being sealed into one retailer of a sold technology. Lock-in, in fact, is one of a primary complaints of many business about Oracle: Once they have their information on a databases, profitable for a program license, it’s unequivocally difficult, dear and unsure to pierce it onto another database. Skeptics consternation if Oracle is simply perplexing to keep that lock-in in a cloud era.

In fact, pronounced longtime researcher Dave Vellante, owner of a researcher organisation Wikibon, owned by a same association as SiliconANGLE, Oracle is fundamentally “giving away” a infrastructure-as-a-service — base-level computing and storage services — where it trails farthest behind a cloud leaders in a bid to keep business on Oracle. “Oracle’s cloud-native chops and developer affinity are nowhere nearby as clever as AWS or Microsoft,” Vellante said. “But they have some-more value adult a smoke-stack in database and apps than any cloud vendor. So a plan is great.”

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Oracle Executive Vice President David Donatelli

But Oracle’s position is not wholly self-serving, either. Data is increasingly unique to many new cloud program applications that need outrageous amounts of it to do things such as boundless sales trends, aim expected business or do debate and picture recognition. But that information is delayed and dear to pierce between corporate and open cloud information centers around a world. So it’s receptive for a legions of longtime business of Oracle’s database and business applications to be captivated to Oracle cloud services that don’t need a indiscriminate “lift and shift” of their information core technologies.

Nor is Oracle alone here. Even as it and a other open cloud suppliers insist they’re “open” to providing entrance to other companies’ and to giveaway open-source software, a fact stays that it’s easier for business to go all-in with a sold cloud. “AWS is flattering integrated, as is IBM and even Microsoft,” pronounced Vellante.

Even companies that use mixed clouds generally settle on one categorical supplier, regulating others to yield specific technologies such as Google Inc.’s appurtenance training or to offer as backups in box of unavoidable outages. Perhaps in vain, they’re also anticipating that mixed suppliers will keep a categorical one honest.

Playing catch-up

Interestingly, since Oracle is personification catch-up from distant behind AWS, Google Cloud, Microsoft Azure and even IBM, it’s charity links to capacitate information to pierce to, and generally from, other clouds. Its cloud network, for instance, has several kinds of information centers to bond to other clouds by information core operators such as Equinix Inc. so information can be changed some-more quickly, pronounced Thomas Kurian, boss of Oracle product development.

Oracle even goes as distant as to insist that it’s some-more open than a others since it allows many any software, including open source, to run on a cloud. “Amazon program runs usually on Amazon,” pronounced Andy Mendelsohn, executive clamp boss of Oracle’s database server technologies. “You can’t run those applications anywhere else.”

Whether or not Oracle can credibly explain it’s some-more open, a representation is resonating with some customers. For instance, Mendelsohn pronounced it figured in today’s announced understanding for ATT Inc. to put a outrageous volume of information it now has on Oracle’s databases to a cloud infrastructure- and platform-as-a-service. “One reason we got it was ATT unequivocally appreciated a honesty of a technology,” he said.

Not least, Oracle claims that it can singly offer a many vast enterprises that are doubtful to risk relocating all their operations to a open cloud since of legal, governance or other factors. “Most of a competitors are possibly all in a premises or all in a cloud,” Hurd said. “The fact that we can do both… is a pivotal differentiator.”

Still, Oracle faces a huge weight of a decades-long pierce divided from plumb integrated suppliers of technology. It’s not transparent that a cloud unequivocally changes that imperative. Longtime tech buyers still resent removing sealed into IBM mainframes and Oracle databases.

“Oracle has an end-to-end and best-of-breed strategy,” pronounced SiliconANGLE Media co-chief executive John Furrier, who also attended a media day. “But a new ethos in cloud is not that one retailer will possess a end-to-end architecture.”

Photos: Robert Hof